Universidad de Bogotá Jorge Tadeo Lozano

Brand Repositioning With Strong Strategic Guidance

The educational challenge, leading the way


The Universidad de Bogotá Jorge Tadeo Lozano is well recognized in the arts and design fields. The challenge was to communicate diverse and positive transformations happening within the university, without losing the traditions and symbols it has built over the years, and gain audience approval and participation in the process. MBLM was assigned the challenge to develop a powerful brand with an energetic value proposition, creating an identity aligned with the university’s “Victorian hippie” essence to captivate both traditional and modern audiences.


The process gained respect for its massive participation of the academic community, which feels a part of the change. This was the first time the university ever received this level of response. The new strategy and identity accomplished consensus from the Board of Trustees and the students, regardless of the generation gap.