{"id":2371,"date":"2026-04-22T14:54:56","date_gmt":"2026-04-22T14:54:56","guid":{"rendered":"https:\/\/markenportal.ruhr-uni-bochum.de\/brand-identity\/"},"modified":"2026-09-29T21:57:40","modified_gmt":"2026-09-29T21:57:40","slug":"brand-identity","status":"publish","type":"page","link":"https:\/\/markenportal.ruhr-uni-bochum.de\/en\/brand-identity\/","title":{"rendered":"Brand Identity"},"content":{"rendered":"\n
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Built to Change<\/h1>\n\n\n

The RUB emerged from the transformation of the Ruhr region and, at the same time, helped shape it\u2014this interplay has made it a university that understands change particularly well. \u201cBuilt to Change\u201d therefore means researching change holistically and shaping it together with society: in an interdisciplinary, impact-oriented manner, and through an education that empowers people to take action regardless of their background. <\/strong><\/p>\n\n<\/div>\n\n\n

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Claim<\/h2>\n\n\n\n

The Ruhr University Bochum (RU<\/strong>B) slogan is \u201cBuilt to Change,\u201d which captures our brand essence. It links the RU<\/strong>B\u2019s heritage with a clear mission for the future. It is prominently featured in our communications to build our brand image over the long term. <\/p>\n<\/div>\n\n\n\n

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About the Use of the Claim<\/strong><\/a><\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Brand Identity<\/h2>\n\n\n\n

Messages for Target Audiences<\/h3>\n\n\n\n

Three strategic narratives are central to RU<\/strong>B’s communications:<\/p>\n\n\n\n

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  1. Our value to society as an expert in change<\/li>\n\n\n\n
  2. Our competitive edge in attracting talent and the next generation<\/li>\n\n\n\n
  3. Our resilience and our shared sense of unity<\/li>\n<\/ol>\n\n\n\n

    Our Brand<\/h3>\n\n\n\n

    To describe our brand, we use Simon Sinek\u2019s \u201cGolden Circle\u201d communication model. It poses three fundamental questions to describe an institution\u2019s brand essence, brand building blocks, and brand performance: Why, How, and What. For Ruhr University, we answer these questions as follows: <\/p>\n\n\n\n

    Why? <\/strong><\/h4>\n\n\n\n

    The \u201cWhy\u201d answers the question about the RU<\/strong>B\u2019s overarching goal.<\/p>\n\n\n\n

    Change Through Science<\/strong><\/p>\n\n\n\n