OUR BRAND

The Hong Kong University of Science and Technology (HKUST) is established as a unique BRAND.

Established in 1991, HKUST is an international research-focused university located in Clear Water Bay, Hong Kong. Over the years, HKUST has forged strong ties with global thought leaders to find collective solutions to emerging complex global problems.

PRINCIPLE

A BRAND WE CAN ALL FEEL PROUD OF

Every time we communicate with anybody about HKUST, it will help strengthen our brand impression and exert our influence. If we communicate inconsistently, it will dilute our brand image.

These brand guidelines aim to be a tool for us to present HKUST that reflects our core values and builds an emotional connection with the audience. This brand style guide is intended to be straightforward and flexible and provide clear guidance about how our brand should appear and communicate.

Keeping a consistent look and uniform messaging throughout our communication will help strengthen the credibility and overall recognition of the University.

OUR CORE VALUES

  • Excellence, Integrity, and Academic Freedom
  • Global Vision and Local Commitment
  • Can-do Spirit
  • Inclusiveness, Diversity, and Respect
  • 1-HKUST

MISSION

To advance learning and knowledge through teaching and research, particularly:

  • in science, technology, engineering, management and business studies; and
  • at the postgraduate level

To assist in the economic and social development of Hong Kong.

VISION

To be a leading university with significant international impact and strong local commitment.

BRAND POSITIONING

Positioning is not necessarily about creating something entirely new. It is about reconnecting who we are as a university and what we offer with our distinctive value. It guides and shapes our communications.

BRAND POSITIONING

BRAND PROPOSITION

CREATING VALUE THROUGH INNOVATION

Meaningful innovation is carried out with purpose and impact.

It creates value for the individuals and organizations they serve and our society at large.

This is the HKUST way of innovation.

HKUST Logo
BRAND POSITIONING

LEADERSHIP HAS A NEW DEFINITION

The increasingly complex world requires leaders with an amazingly analytical mind, sharp vision, the ability to motivate and empower others to strive for the best and to the limit, and most importantly, conscience and accountability.

We are fully aware of and committed to grooming these new leaders who can make the right decisions for themselves and those around them.

They are the new breed of innovators who do well and do good.

After all, leadership is more than managing a company; it is about inspiring others to embark on a journey that will lead us to a brighter future.

BRAND ATTRIBUTES

The core attributes of the University reflect the character and characteristics that are shared by our students, staff, faculty and alumni.

INNOVATIVE

We drive ourselves to push the envelope. We are committed to applying our knowledge and skills in order to advance our society, so that the world can be a better place.

DYNAMIC

We are curious, energetic, agile, and
adaptive.

CAN-DO SPIRIT

We dare to take on challenges, and are willing to collaborate.

RESPONSIBLE

We are determined to succeed and, at the same time, determined to serve.

INTERNATIONAL

We embrace the world and aim for the highest global standards.

OUR PEOPLE

HKUST IS THE STAGE FOR THOSE WHO DARE TO LEAD.

We strive to become the place for those who are game-changers and are shaping a promising future for themselves as well as others. Their journey maybe more challenging, but it can be more satisfying and rewarding. The University provides a fertile ground for talents to grow and flourish, enabling them to step up as leaders and pave the way for many generations to come.

THE NON-CONFORMIST

Rules are meant to be broken … for a good reason. Because the biggest hurdle to advancement is complacency.

To break the rules is not “rebel without a cause”. It is about having the vision, the courage, and the discipline to set a new standard for the betterment of mankind.

This is indeed the true spirit of being innovative – it is about value creation by challenging the status quo.

THE INTELLIGENT EXPLORER

“Curiosity doesn’t kill the cat”. Instead, curiosity opens our mind and drives us to chase our dreams.

Chasing big dreams requires big commitment and big actions.

This is particularly true in a world that is ever changing and full of complexity.

To seek a breakthrough, one needs to be able to intelligently navigate.

THE DARING PURSUER

Success doesn’t come without struggle, hard work, sacrifices, and failures.

Endurance demands the highest level of skills and determination.

Only those with an uncompromising attitude and desire to pursue excellence attract like-minded people to join the cause.

THE UNSUNG HERO

Being goal-oriented is not necessarily about self-glorification.

The most remembered inventors are those who brought new ideas to the world and created positive impacts on our daily lives.

And the most respected leaders are those who can effectively lead with a strong sense of conscience and modesty.

These are the type of “new” leaders who will lead us to a better world.

THE WORLD CITIZEN

“No man is an island” and we realize that people are becoming more inseparable. Not only is this physically, but mentally. We are more conscious of building a world-community to share resources and face challenges together.

With the latest technology and, more importantly, a global view, we live in a borderless world where the sky is the limit.

BRAND EQUITY

Brand equity develops and grows as a result of different targeted audience experiences with the brand. The process typically involves that the targeted audience’s natural relationship with the brand unfolds following a predictable model:

AWARENESS

The brand is introduced to its target audience often with marketing and advertising in a way that gets it noticed.

RECOGNITION

The target audience becomes familiar with the brand and recognize it anywhere.

CONNECTION

When the target audience has a good experience with the brand, it becomes the preferred choice.

LOYALITY

After a series of good brand experiences, users not only recommend it to others, but it becomes the only one they will go for in that category. They think so highly of it that any creation associated with the brand benefits from its positive glow.

UNIVERSITY NAME

HKUST

This section is only applicable to HKUST.

FULL NAME

The Hong Kong University of
Science and Technology

香港科技大學

Always use the full name when it appears for the first time in any communication.

Abbreviations can be used afterwards. “The” is a part of the name, and it is capitalized. The full name can appear again anytime on a needed basis even within the same communication.