The Hague University of Applied Sciences: The Hague Standard

Strategic research shows that The Hague University of Applied Sciences already holds a strong mental position in the region. Students see the university as large, accessible and multicultural, but also demanding and quality driven. Education does not feel optional. Guidance is personal, expectations are high, and development is central. At the same time, many first-generation students and so-called ordinary students explicitly want a place where they can grow without being handed success.

That tension becomes the heart of the strategic choice. We do not simplify or narrow the brand but make the existing mentality explicit. This becomes the organizing idea The Hague Standard. It captures that the university operates with its own recognizable way of thinking and doing. The Hague Standard stands for a no-nonsense approach to education in which personal development, responsibility and challenge are inseparable.

The organizing idea functions as the strategic framework for the whole university. It makes visible that education, guidance, facilities and recruitment follow the same underlying logic. Students are taken seriously, challenged and supported to get the best out of themselves. We facilitate this process with the project team through analysis, co-creation and sharp decision-making.

The power of The Hague Standard sits in embedding. It does not stay at communication level, but takes shape in education practice, the design of open days, internship thinking, multidisciplinary projects and even everyday campus provisions. This creates an ecosystem where what you get is what you get is not a line, but a consistent experience students recognize from first contact through graduation.

In collaboration with:
• Erik Hesen, Brand Identity Design