Redefining Education for Next-Gen UX Professionals

We embody a complete vision for user experience education, building on our history while adapting to the evolving needs of learners to empower aspiring and seasoned user experience professionals through innovative education that reflects practical and cutting-edge knowledge.

Introduction

Welcome

The Transition

The transition from Research Bookmark to User Experience University represents a natural evolution in our mission to better serve our community.

Research Bookmark was founded as a place where we nurtured a growing, passionate group of people through our search engine, LinkedIn group, Newsletter and events. Over time, we’ve learned not only about the people we reach but also about how they learn and grow in their careers.

UXU embodies a complete vision for user experience education. It builds on our history and adapts to the evolving needs of learners, expanding our reach through live events and interactive learning platforms. Our goal is to continue pioneering information discovery. Now, we’re reaching out to a broader audience of aspiring and seasoned user experience professionals who are eager to grow in an educational environment that reflects both practical and cutting-edge knowledge.

Brand Strategy

About UXU

Our Vision

We embody a complete vision for user experience education, building on our history while adapting to the evolving needs of learners.

Our Mission

To empower aspiring and seasoned user experience professionals through innovative education that reflects practical and cutting-edge knowledge.

Brand Attributes

Visionary

Community

Pioneering

Visionary

UXU embodies forward-thinking education, preparing user experience professionals with cutting-edge knowledge for the future.

Community

UXU expands its reach to both aspiring and seasoned professionals, providing an environment where everyone can learn and grow.

Pioneering

UXU builds on its history while continuously innovating in the field of user experience education through live events and interactive platforms.

Brand Personality

We are Sage.

We represent knowledge, wisdom, and the pursuit of truth in the UX space.

Positioning Statement

Empowering UX Excellence through Community, Knowledge, and Innovation

User Experience University (UXU) is positioned as a leading global hub for UX learning, providing access to industry-relevant skills, practical knowledge, and a vibrant community of learners and professionals. UXU is where the art of user experience meets the power of community, offering a uniquely supportive space for learners at all stages to advance their expertise and impact the future of UX design.

Core Beliefs

User-Centricity Is Foundational

UXU believes that great design starts with understanding people. We teach, promote, and practice empathy-driven, user-centered design to shape impactful experiences.

Learning Is Lifelong

UXU is committed to supporting learners throughout their careers, providing resources, mentorship, and opportunities for continuous growth.

Community Drives Growth

Real learning is enriched by community. UXU fosters a culture of collaboration, openness, and peer-to-peer support, empowering members to learn from one another.

Innovation through Knowledge

UXU believes in staying ahead of UX trends, incorporating the latest practices, tools, and research into our programs to keep our community competitive and informed.

Accessibility for All

UXU is dedicated to making UX knowledge accessible to people of diverse backgrounds, skill levels, and locations, ensuring an inclusive learning environment.

Value Proposition

UXU offers tailored learning paths, mentorship from industry leaders, and a support network that propels each member’s professional journey, regardless of experience level.

UXU’s value lies in our hybrid learning model, blending online courses, live workshops, and in-person events that make UX education flexible, relevant, and actionable.

Strategic Goals

Expand the UXU Community

Grow our member base globally, creating a thriving, diverse community of UX professionals and learners.

Enhance Curriculum Relevance

Continuously update our content to reflect emerging UX trends, tools, and methodologies, ensuring our learners remain industry-ready.

Strengthen Industry Partnerships

Collaborate with top tech companies, design firms, and thought leaders to enrich our offerings with real-world case studies, workshops, and job opportunities.

Foster UX Innovation and Thought Leadership

Lead the industry with research, insights, and publications that advance UX practices, positioning UXU as a global thought leader.

Increase Accessibility and Inclusivity

Ensure UXU’s programs are accessible, affordable, and relevant to learners worldwide, irrespective of their geographic or economic backgrounds.

Audience Focus

We serve:

Aspiring UX Professionals

Those new to the field, looking to learn foundational principles and build their portfolio.

We serve:

Mid-Career Professionals

UX designers aiming to advance their skills, specialize, or transition to leadership roles.

We serve:

Industry Experts

Seasoned professionals interested in mentorship opportunities, contributing to UX research, and sharing insights at UXU events.

We serve:

Organizations and Teams

Companies seeking to upskill their teams and stay ahead of UX best practices through customized corporate training.

Competitive Advantage

Community-Centric Learning

UXU’s emphasis on community means learners are never alone. They receive support, mentorship, and encouragement from a network of peers and experts.

Hybrid Learning Model

UXU combines online courses, live workshops, and in-person events, providing a flexible approach to education that caters to all learning preferences.

Hands-On, Real-World Relevance

Our curriculum is designed by industry experts and informed by UX leaders, integrating practical skills and current trends directly applicable to professional settings.

Industry Events and Networking

UXU’s events like UXCon25 provide unique networking opportunities, creating connections that foster professional growth and collaboration.

Commitment to Thought Leadership

Through cutting-edge research, publications, and partnerships with top industry leaders, UXU is at the forefront of UX innovation.

Brand Promise

Inspire, Learn & Connect

At UXU, we are dedicated to creating an environment where you can Inspire, Learn, and Connect. Our community thrives on the exchange of ideas and experiences, empowering you to unleash your creativity while honing your skills. We believe that inspiration fuels learning, and collaboration fosters innovation. Join us to connect with like-minded individuals, engage in transformative learning experiences, and elevate your journey in the world of user experience. Together, we’re shaping the future of design and technology.

Verbal Identity

Messaging

Empowering Knowledge, Elevating Careers

We equip user experience professionals with the tools and insights they need to grow and thrive in their careers.

Learners

Whether you’re just starting out or looking to deepen your expertise, we provide the knowledge and skills that will elevate your career and keep you ahead of industry trends.

Partners

You can be confident in partnering with an institution that pioneers excellence in user experience education, shaping the future of the UX industry.

Learn Today, Lead Tomorrow

We design educational experiences that don’t just inform but transform — empowering you to become a leader in your field.

Learners

We’re not just providing courses; we’re crafting experiences that give you the confidence to take the lead in shaping tomorrow’s digital landscape.

Partners

You’re collaborating with a forward-thinking institution that nurtures the next generation of user experience leaders.

Future-Ready Learning

Our programs and events are designed to ensure you’re always prepared for the next challenge, no matter where your UX journey takes you.

Learners

We’re not just providing courses; we’re crafting experiences that give you the confidence to take the lead in shaping tomorrow’s digital landscape.

Partners

You’re collaborating with a forward-thinking institution that nurtures the next generation of user experience leaders.

Tone of voice

We communicate with confidence and optimism, using language that sparks curiosity and excitement about what’s next.

But we’re never unrealistic or detached — our vision is grounded in practical, real-world outcomes

At UXU, we’re shaping the future of user experience education, and we speak with a forward-thinking, ambitious mindset. We inspire our learners and partners to look beyond the present, envisioning new possibilities for their careers and industries.

We use a warm, approachable tone that makes every learner feel seen, understood, and encouraged on their journey.

Education is for everyone, and UXU creates an environment where all voices are welcome and valued. This means we avoid jargon or overly formal language, instead using clear, accessible words that resonate with learners from all backgrounds.

But we’re not overly casual — we maintain professionalism while ensuring that our communication feels friendly and inviting.

Our tone is dynamic and inventive, encouraging learners to break new ground and think creatively about how to apply what they learn.

We’re not just following trends; we’re leading them, with an innovative approach to user experience education.

This means we highlight fresh perspectives and novel insights, always with an eye toward practical application.
But we’re never arrogant or complicated — our pioneering spirit is about making UX education exciting and achievable for everyone.

Tagline

Redefining Education for Next-Gen UX Professionals.

At UXU, we are Redefining UX Education for Next-Gen Creators, empowering the innovators of tomorrow with the skills and insights needed to excel in the ever-evolving field of user experience. Our approach goes beyond traditional learning methods, integrating real-world applications and cutting-edge practices that reflect the dynamic landscape of UX.

By fostering creativity, collaboration, and critical thinking, we equip our students to navigate challenges and seize opportunities in their careers. Join us in shaping a new era of UX education that inspires the next generation to push boundaries and redefine what’s possible in user experience.

Visual Identity

The Logo

The UXU brand visual identity reflects our commitment to global inclusivity and the infinite possibilities of the UX field. Inspired by the universe, cosmos, earth, globe, and stars, our visuals create a sense of boundless exploration, inviting learners worldwide to connect and excel in user experience design.

The logo is a visual representation of our mission and ethos. Its design draws inspiration from the cosmos, symbolizing a world of connections and limitless potential. Each element, from the circular shapes reminiscent of planets and stars to the clean, rounded edges, speaks to a vision that is inclusive, scalable, and universal.

The Logo

Brandmark

The Universe icon is very unique to us as preserves our idea of global inclusiveness and community.

Wordmark

In cases where the mark is to be used twice, the wordmark can be used in contrast or an alternative to avoid repetition.

Clearspace

Minimum Size

For clarity across digital and print applications our logo should never be reproduced at any size below the adjacent guidance.

Clear Space

To maintain the integrity and clarity of the UXU logo, always preserve a minimum clear space surrounding it, using the universe icon. This space allows the logo to stand out and breathe, ensuring visibility across various applications and media.

Placement

The ideal placement for the UXU logo is in the upper area of any communication, establishing a consistent “signature” presence that reinforces the brand across various media.

The logo is best positioned in the upper left corner, though the upper center or right corner are also acceptable as needed. In specific formats—such as stationery, websites, and email newsletters—the logo should remain in the top left. When used independently as a brand identifier on items like signage, banners, or video intros, the logo should be centered both vertically and horizontally.

In certain cases, the logo may need to be placed in a different area due to the nature of the format. For example, it can be placed on the bottom center of roll-up banners and other outdoor items where emphasis is placed on the marketing content rather than the logo.

Logo Color

Our logo is primarily displayed in black or white. This limited color selection maintains a modern and timeless aesthetic.

Black

The black logo is designed to be placed on lighter backgrounds for optimal readability. When white isn’t used in the background, the background color should align with the lightest color present.

White

Another option is to use a reversed version of the logo on darker or more vibrant backgrounds. If black isn’t used in the background, the background color should align with the darkest color available.

Images

The Black logo should be used on bright images while the white logo should be used on dark images.

Logo Misuse

Examples of incorrect usage are provided to ensure proper application. The logo must remain unaltered and consistently displayed, always using approved colors without any visual effects.

Color Palette

Primary Colors

Black

Black represents sophistication, authority, and clarity in our brand. It reinforces UXU’s commitment to professionalism and an unwavering standard of quality in user experience education. Black grounds our visuals, adding a timeless and modern feel across all media.

White

White signifies openness, simplicity, and clarity, symbolizing the accessible and inclusive approach UXU takes in connecting with learners around the globe. It provides clean space for our content, ensuring our message remains sharp and easy to comprehend.

Tints & Shades

Secondary Colors

We stick to the primary colors across our branding. But we adopt the blue and magenta colors for attention-grabbing marketing.

Blue

Blue reflects trust, knowledge, and reliability, fundamental qualities in UX education. It represents the calm, thoughtful, and insightful atmosphere we aim to foster, inviting learners to dive deeper into the world of user experience design with confidence.

Magenta

Magenta brings a sense of creativity, innovation, and energy to the brand. It represents our passion for pushing boundaries and inspiring new ideas, adding a vibrant contrast that reflects the bold and progressive nature of UXU.

Tints & Shades

Tertiary Colors

Other colors applicable. These colors can only be used on the newsletter, stickers, pins and hats.

Tints & Shades

Accent Colors

A touch of these colors bring life. They should only be applied on backgrounds and chips.

Light Purple

Light Purple speaks to imagination and originality, offering a touch of elegance. It captures UXU’s commitment to encouraging unique perspectives and fostering a creative learning environment.

Light Pink

Light Pink represents approachability and warmth, reflecting the supportive and inclusive community that UXU strives to build. It softens the visual identity and conveys a welcoming atmosphere.

Tints & Shades

Yellow

Yellow brings an element of optimism, energy, and curiosity, embodying the joy of discovery and learning. It encourages our audience to embrace fresh perspectives and fuels the enthusiasm for continuous growth.

Light Green

Light Green symbolizes growth, renewal, and progress. It reflects our goal of helping learners develop and thrive in their UX journey, reinforcing the brand’s commitment to nurturing talent and fostering advancement.

Tints & Shades

Gradients

Gradients create a sense of movement and energy. This resonates with the company’s goal to promote continuous learning and communication in the university. They can be used for tabs, cards, buttons, and backgrounds.

Blue + Magenta

The Blue + Magenta gradient blends reliability with creativity, illustrating the balance of trustworthiness and innovation in UXU’s approach to education. It captures the brand’s dual focus on foundational knowledge and forward-thinking methodologies.

Blue + Green

This gradient represents stability and growth, blending the assurance of knowledge (blue) with the dynamic potential of personal and professional development (green). It conveys the message that UXU is a place for secure, continuous progress in one’s UX career.

Blue + Yellow

Blue + Yellow combines trust with inspiration, symbolizing a bright future for our learners. It represents the combination of solid UX foundations with the excitement of new insights, creating a visually stimulating blend that highlights UXU’s energetic and progressive brand spirit.

NOTE: Each gradient’s position, brightness and saturation can be adjusted to achieve the best contrast possible.

Typography

Primary Type

Circular Std

This typeface will be used across all platforms. In cases where it is impossible to use, please use the secondary typeface.

Circular Std is a humanist sans-serif typeface designed by Lineto, blending organic curves with geometric precision. Its modern, clean aesthetic makes it a versatile choice for both digital and print applications, ensuring readability and visual appeal across platforms.

Secondary Type

Inter

When creating brand communications within G-suite products, we’ll need to substitute our brand typeface, Circular Std, with a G-suite-compatible font. Fortunately, our secondary font, Inter, is compatible with G-suite. Therefore, please use Inter for any presentations or assets created within G-suite.

Inter is a versatile, meticulously designed typeface suited for diverse applications, from detailed user interfaces to impactful marketing and signage. With over 2,000 glyphs supporting 147 languages and weights ranging from 100 (thin) to 900 (heavy), Inter provides flexibility across various digital and print needs. Its smaller “text” optical-size, featuring a tall x-height and ink traps, enhances legibility in lowercase text, while the “display” size maintains smooth curves and refined details for larger text displays.

Custom type

Beyond the ordinary

We created these custom types where letters and numbers are shaped out of these lines with infinite gradients (the fading effect). These symbolizes our idea of timeless education and consistency of our message in the user experience world.

Type hierarchy

Scaling

Adhere to this scaling when writing and designing copy. Letter Spacing and Line Height can be adjusted to achieve the cleanest design

Highlights

When we emphasize words

Occasionally, we use color to emphasize specific words on a page. The highlight color should be more vibrant than the surrounding text and is typically either Blue or Magenta.

Redefining the future of UX Education

From Insight to Innovation

Imagery

Photography

We leverage dynamic photography and illustrations to convey the transformative power of design, creating an inviting atmosphere that resonates with learners and creators.

Portrait Principles

Inspiring

Our photography should evoke a sense of curiosity and motivation, showcasing individuals engaged in learning and collaboration. Each image must reflect the enthusiasm and passion of our community as they explore new ideas and innovate together.

Interactive

Our visuals should illustrate moments of interaction and connection among learners. We aim to capture authentic, candid moments that highlight the collaborative spirit of our workshops and discussions, conveying the dynamic nature of our educational experiences.

People

People are the heart of UXU

Our photography should center around individuals who embody the spirit of creativity and innovation that UXU champions. Each picture should tell a story, showcasing the unique personalities, talents, and journeys of our learners and educators.

By highlighting the diverse backgrounds and experiences of our subjects, we celebrate the richness of our community and inspire others to engage with UXU. The focus is on authenticity, capturing candid moments that reflect genuine passion and dedication to learning.

Community

We’re very strong on community.

Community is at the heart of UXU, and our photography must reflect this interconnectedness. We strive to portray collaborative moments, shared experiences, and the collective energy of our learners as they engage in discussions, workshops, and projects. Images should convey a sense of belonging, illustrating how our community supports and uplifts one another.

By highlighting group interactions and teamwork, we reinforce the idea that UXU is not just an educational platform, but a vibrant ecosystem where ideas flourish and connections thrive.

Brand Components

Iconography

Icon Library

Icons are not at the core of our branding. We believe our images should say it all. We only apply icons on our websites and other digital products.

We highly recommend the use of Google Material Icons on all our digital products for ease of development and minimalism.

Iconography

Our buttons are slightly rounded with a little corner radius.

Color

The three recommended button colors are “Black”, “White” and “Blue”. The Gradient buttons should only be used for strong marketing. They are not be used on our digital products.

Sizes

There are three button sizes which are “Small”, “Medium” and “Large”. The Medium button should be prominent across brand.

The Small buttons should be used at the lowest hierarchy, and can also be used in place on a link text.

The Large buttons are for strong emphasis and CTAs; for example: “Buy Now”, “Get Your Tickets”, etc.

Patterns

Our design pattern of lines, space lights, and stars across the artboard captures the boundless, exploratory essence of UXU. The running lines symbolize the journey of continuous learning and growth, guiding users through an interconnected, global experience.

Web & Socials

Icons

Icon in use

Our brand icon serves as our primary symbol across social media and digital platforms. It’s designed to adapt seamlessly to various shapes, fitting effectively within both circular and square formats.

Banners

Our banners must reflect our brand elements, especially our patterns. When creating designs for our banners, ensure that you contain the overlaying content within the safe zone so that it is mobile-responsive.