Research confirms that a clear and consistent identity helps build and maintain reputation.

A strong brand identity strengthens the University of Dar es Salaam and thus can enhance UDMS’ability to recruit outstanding faculty, students, and staff; to engage alumni; and to attract external support.

The brand identity manual provides standards for using the University of Dar es Salaams’marks in all university communications, marketing initiatives, and university-authorised products.

Without a well-thought-out brand identity manual, the University of Dar es Salaam’s image and perception will be disordered and distorted.

Therefore, the University has developed this brand identity manual so as to have a common understanding of the University of Dar es Salaam brand image as well as to provide a unified look for all academic, research and administrative units so as to create a consistent, effective and efficient image of the University of Dar es Salaam. This brand identity manual will assist in the proper and consistent use of the University of Dar es Salaam, symbols, trademarks, and concepts.