From Logo to Loyalty

Walk through most UK university campuses and one thing becomes clear: out of thousands of students, very few are wearing their university brand.

That visible sense of pride and connection – the kind that signals identity and belonging – often feels absent across campus. Compare that to the US, where university merchandise is everywhere – worn with pride, emotion, and a sense of belonging that goes far beyond the lecture theatre.

And it’s not just confined to sport. It’s about creating identity in a way that resonates with this generation. It’s about fandom.

In the US, strong sports programmes have long acted as cultural glue – creating tribal connection, shared stories, and enduring loyalty. But the fandom effect doesn’t have to be confined to this kind of thinking. Universities in the UK and Europe have an opportunity to build similar emotional bonds by rethinking how their brand shows up in everyday student life.

We need to think like a lifestyle brand:

• Curated merchandise collections that reflect Gen Z design tastes and values
• One-off merch drops that build hype and exclusivity
• Pop-up retail spaces that make the brand tangible, social, and experiential
• Collaborations with zeitgeist brands students already love
• Initiatives that reward advocacy and create moments of collective pride

If universities want to inspire belonging, they need to meet students where they are. Done right, we can shift university brands from passive symbols to active, lived identities. From something you inherit, to something you choose or from graduation memento, to lifelong allegiance.