With the transition to the new UAntwerp house style, our merchandise was in need of a makeover. Various items with the new logo – from flash drives and ballpoint pens to teddy bears and cheerful socks – will soon be on sale. Sustainability, corporate social responsibility and creativity were top priorities in our search for a new supplier.
Post-its, luxury ballpoint pens, comfortable hoodies and umbrellas sporting the UAntwerp logo… they’re not just nice-to-have novelty items, say Alexander Van den Eynden and An Devaux of the Marketing and Communications Department.
‘Our merchandise is meant to strengthen the community feeling, but also to attract new students’, Alexander explains. ‘Just think of the Children’s University and the Open Days. These items help establish first contact between the university and prospective students. In this sense, they should be an extension of our standards and values, while visually projecting our image.’
Corporate social responsibility
The contract with the previous supplier expired last year. ‘With the launch of the new visual identity, we had to update our merchandise anyway. So we decided to start with a clean slate. When looking for a new partner, we focused very much on sustainability and corporate social responsibility’, Alexander continues. This search ultimately led them to Compacon, a Dutch company that sets great store by corporate social responsibility. ‘Every manufacturer has to sign a covenant on good labour conditions. And they also work together with employment programmes’, An explains.
Wherever possible, Compacon works with local manufacturers. Each item is made from recycled raw materials and has a traceable origin. ‘We also have everything delivered in bulk, to minimise the amount of plastic and other polluting materials’, says An.
The fact that the company demonstrated a healthy dose of originality and creativity during the tendering process also played a role in the choice. They came up with the idea of fun socks featuring the U of our logo as a recurring pattern. Alexander: ‘It’s great that they’re proactive like that. When they heard that we have our own university beer, they suggested that we also include a bottle opener.’
Limited edition
The new range includes a ‘corporate line’, which conforms strictly to the new visual identity, characterised by a predominantly white base colour. Items include ballpoint pens, markers, keychains and rulers. Alexander: ‘And then we also have our ‘community line’, which is a bit more playful, and red is the base colour. There are teddy bears, baby rompers, red hoodies and umbrellas. More items will be added in the future.’ There are items tailored to specific events, too. ‘For example, Compacon has some great ideas for the Children’s University and the Open Day. I don’t want to give away too much, but if an item like that catches on, it could be here to stay’, An says.
The university’s departments can also have custom items made at Compacon, like teddy bears or mugs with their own logos and colours. ‘In that sense, it’s great that Compacon is completely in tune with our new house style’, says Alexander.
And what about the remaining stock of old items? ‘We didn’t just throw them way’, Alexander says. ‘We had quite a few flags and banners left. Luckily, we were able to find someone who gives these things a second life. Jef Van Dyck, one of our Product Development alumni, recycles them into new items like bicycle panniers and pencil cases. A limited edition of unique items, which we expect will sell out fast.’ Due to the coronavirus pandemic, merchandise sales plummeted. Graduation ceremonies, conferences and receptions were either cancelled or held online. ‘But some faculties felt it was important, especially in these times, to be able to offer students a physical gift’, Alexander says.
An and Alexander’s top five
So which items are in their personal top five? Here are the items An and Alexander like the most:
1. Starter pack
The starter pack with a pen, four-colour pen, highlighter, post-its, ruler, webcam cover, lanyard, pencil case and postcard. A great idea for departments that want to welcome their students at the beginning of the academic year with a gift, so they get off to a good start.
2. Socks
Socks with our trademark U in the pattern. ‘Of the three proposals we received, this was our favourite design. It’s a bold statement that will definitely get the message across’, An laughs.
3. Mug
A classic 30 cl mug for coffee lovers who need a good caffeine kick to start the day.
4. Teddy bear
The new version of our beloved teddy bear, thoroughly tested and approved by Alexander’s kids. Particularly popular with the parents and grandparents of UAntwerp graduates.
5. Hoodie
The hoodie. Students can go to campus in style in this 85% organic cotton hoodie emblazoned with our logo. Also available in red with an embroidered logo.
Merchandise can be ordered soon from the warehouses or through the BIPP ordering platform. Soon visitors can buy items from the UAntwerp online shop, Universitas, Acco and the Antwerp city shop. In the future, merchandise will also be on sale at Agora Caffee.