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 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.
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.
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.
We are curious, energetic, agile, and
adaptive.
We dare to take on challenges, and are willing to collaborate.
We are determined to succeed and, at the same time, determined to serve.
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.
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:
The brand is introduced to its target audience often with marketing and advertising in a way that gets it noticed.
The target audience becomes familiar with the brand and recognize it anywhere.
When the target audience has a good experience with the brand, it becomes the preferred choice.
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.
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.
HKUST
香港科大 / 科大 / 港科大
No spacing in between the alphabets “HKUST”. “The” is not required in front of “HKUST”.
“科大” or “港科大” should only be used in written correspondence and text communications, not for University and Constituent Unit’s logo.
INCORRECT “THKUST”
These are not the appropriate abbreviations in any written and/or official verbal communication. It is important to use the name in a cohesive manner.