GRAPHIC DESIGN FOR BRAND IDENTITY IN HIGHER EDUCATION IN THE ERA OF CREATIVITY AND DIGITAL TRANSFORMATION

Abstract

The era of creativity and digital transformation has profoundly reshaped higher education, particularly in the
ways universities construct their image and institutional identity through graphic design. Approaching the issue
from the perspective of applied art theory and history, this article analyzes changes in visual language and
aesthetic trends in contemporary university brand identity systems, while clarifying the relationship between
graphic design, organizational culture, and visual communication strategies in digital environments. Based on a
literature review and case analyses of selected universities in Vietnam and abroad, the study demonstrates that
brand identity is no longer limited to logos, color schemes, or typography, but has evolved into a flexible
communication system closely connected to academic values, institutional culture, and learner experience. On
this basis, the article proposes directions for developing brand identity in Vietnamese higher education toward
standardization, creativity, and cultural distinctiveness in the context of digital transformation.