In response to increased competition from other public universities, the University at Albany refreshed its brand to showcase its top programs, attract high-achieving students, and strengthen its position as a flagship institution.
As Art Director at Oberlander Group, Ruth Sadinsky led the redesign by researching the brand, collecting stakeholder feedback, and facilitating message workshops. This process resulted in a bold new identity mark and updated University seal, unifying the brand across all platforms and fostering community.
A key element of the rebrand addressed the University’s name. While commonly known as “SUNY Albany,” adopting “University at Albany, State University of New York” better reflects its commitment to research and academic excellence. This change was well received and enhanced the University’s reputation.
At the heart of the refreshed identity, Minerva—the Goddess of Wisdom—emerges as a striking, modern graphic symbol. The sophisticated, all-caps Trajan typeface, inspired by Roman capitals, conveys a timeless prestige worthy of the University’s standing as New York State’s capstone institution and one of the nation’s top-ranked universities.
