Enhancing University Outdoor Visual Identity Systems: A Case Study of ECUST's Xuhui Campus

This study examines the enhancement of the outdoor visual identity system at the Xuhui Campus of East China University of Science and Technology. University visual identity systems serve as essential mediums for conveying cultural values and strengthening community identity. However, many systems, including that of ECUST, remain underdeveloped—characterized by fragmented cultural expression, inconsistent signage, and a general lack of engaging user experience. The research employs a mixed-method approach, incorporating historical analysis, field surveys, questionnaire data from 512 respondents, and 28 in-depth interviews. Findings reveal a rich cultural foundation rooted in chemical engineering heritage, a spirit of diligence and truth-seeking, and a tradition of national service. Yet, these elements are poorly translated into the physical environment, resulting in low cultural recognition and user satisfaction. In response, the study proposes a comprehensive enhancement strategy guided by four principles: integrating history with modernity, unifying institutional spirit and disciplinary identity, balancing science with humanistic values, and asserting identity with openness. Core strategies include cultural integration through systematic naming, event-related visual interventions, semantic coordination across spaces, and public participation mechanisms. Specific design measures range from renewing road names with scientific and cultural meanings, to embedding interactive installations and revitalizing historical structures such as the water tower. The proposed redesign aims to transform the campus into an open-air history museum that embodies a distinctive ECUST rhythm—blending historical legacy, industrial aesthetic, and forward-looking engagement. This study provides a practical and culturally grounded framework for visual identity enhancement in academic settings, with implications for both cultural branding and campus planning. Further implementation and evaluation across multiple campuses are recommended.