Why brand matters
The experience people have with the CDU brand is important. Brands live in both hearts and minds, and they can be powerful change agents. We want to ensure each touchpoint feels consistent.
Our creative positioning defines the way we describe CDU, the way we talk about it with each other and importantly, the way we talk with people who are thinking about joining us. It’s designed to capture the essence of CDU—our students, and why they choose to come here.
It’s a new way of thinking. A new way of communicating. And it’s exactly what we need to do to become Australia’s most connected university.
Our brand
At Charles Darwin University, we create opportunities through connection. We connect students to the transformative power of training, education and research while enabling them to remain connected to their lives and communities.
Like our namesake, we are a university that thinks differently. We act with openness and kindness, and we have the courage to change and challenge conventions. We foster a culture where innovation flourishes, and we can all act as leaders.
We’re not about tradition or legacy, privilege or exclusivity. We’re about what you can give to the world, rather than what you can take. We celebrate your diverse perspectives, extraordinary experiences and flexible ways of learning.
This is the CDU difference.
Our values
Courage
We make courageous decisions to act in the best interests of our students, our people and our communities. We have the courage to try new things, to be innovative and to make a difference. We have the courage to learn from our mistakes and when we fail, to try again.
Kindness
We have a generosity of spirit in all of our dealings and when tough decisions are required we act with kindness, empathy and compassion. In all things we act with respect, decency and integrity and strive to understand each other’s differences and points of view.
Openness
We communicate and listen openly and frankly in a way that is honest and respectful, recognising our limitations and embracing diverse perspectives. We share information with candour and empower our people with knowledge.
Innovation
We develop, implement, pursue and embrace ideas, take action, are resourceful and find imaginative and enduring solutions that are innovative and impactful. As a learning organisation, we value the collective effort and embrace new knowledge.
Leadership
We are leaders in our chosen fields of expertise, creating positive influence and making a lasting impact. We develop and enable leadership to flourish throughout our university and our communities. We value the knowledge of others: we are all leaders, and we are all followers.
Brand architecture
At CDU, we follow a masterbrand architecture, which means that everything we do supports and builds the reputation of the university.
Individual sub-brand logos and identities are not permitted because they dilute the impact of our communications.
To communicate the distinctiveness of a college, school or business, we use imagery, language and messaging, not logos, colours or unique marks. By presenting CDU as a single identity, we make it easier for our voice to be heard, and for consumers to recognise what we stand for.
All entities of CDU should work within these guidelines and not have a separate, distinct corporate identity. Individual university units who wish to present a special case for a unique logo or branding style should approach the Chief Marketing and Communications Officer at marketing@cdu.edu.au. The Chief Marketing and Communications Officer will review and, if necessary, provide advice to the Vice-Chancellor and President for a final decision. UniPrint and the Bookshop will refer any materials that do not meet the guidelines to the Chief Marketing and Communications Officer for review.
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