The group said the rebranding was necessary because the agency had entered into a number of strategic partnerships with clients whose main focus was youth-related, as opposed to being solely student-based. However, it will keep the same URL, , the most popular student site in the UK.
Virgin D3 is not attempting to metamorphose into a new entity but will continue to enhance the agency's areas of specialism while broadening its scope, according to creative director Sarah Knapton. "We felt the name Virgin Student was potentially impeding the company's development within the youth market," she said.
The project has taken longer than three months to complete, from the initial brief to the creation of a new business-to-business identity. The logo is blue and reminiscent of the saw of a blade, from which D3 has been cut out. It is an intentional move away from Virgin red and highlights the agency's independence in terms of ownership, culture and clientele.
In April, Cream, the dance music youth brand, appointed Virgin Student to manage all on-site advertising and sponsorship activity for the brand's Creamfields festivals, Ibiza activity and summer resort activity.
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