Tohoku Institute of Technology

Defining the university's purpose as "sketching future life pathways"

A branding project to define the ideal future image of the Tohoku Institute of Technology and establish and solidify its brand. After a series of on-campus surveys, interviews with current students, and discussions in working groups including the Vice President, the purpose of "sketching future life pathways" was established. This purpose expresses the university's determination to continue to explore the future of life and society and to present the world with several options for a better future, combining learning and research that can only be done in Tohoku, while connecting new knowledge and people. To spread this vision on campus, we created a brand book to convey the ideas behind the vision of the future (i.e., brand vision), including the purpose. We are working on communications centered around the slogan to be used outside the university. We also developed a brand strategy roadmap to realize the university's brand vision. Additionally, we are working to materialize that vision while clarifying long-term status goals, key measures, and evaluation methods.