HKMU University Retitling Campaign : Me&U Beyond Limits

Established by the Government in 1989, Hong Kong Metropolitan University (HKMU), formerly The Open University of Hong Kong, is a modern full-fledged university today. Although open learning remains an important part of the university’s mission, much of the education offered today is to full-time students, studying on campus and recruited direct from secondary schools. The University offers programmes of different academic levels through its seven Schools, focusing on developing practical and professional programmes to meet society’s talent needs. On 14 July 2021, the Legislative Council of the Hong Kong Special Administrative Region approved the retitling to “Hong Kong Metropolitan University” effective from 1 September 2021. The new title shows the unique position of the University in metropolitan Hong Kong and signifies the University’s path of transformation and its strategic focuses.

This brand video is part of a retitling brand campaign to reflect the new positioning and highlight the brand personalities of HKMU : innovative, diverse and progressive. The entire retitling exercise started with development of brand positioning and identity, the new logo with the letter “m” and “u” in bright green and blue livery. The tagline : Me&U ‧ Beyond Limits was adopted and is the centre theme of the video. Students represents “me” and “U” is the bigger community and the university. The university has been nurturing talents meeting development of the metropolis (Hong Kong) and will carry on its role to groom talents to face the rapid challenges in the 21st century. All actors/ actress featured in this commercial are our own students and we would like to showcase the aspiration, talent, vibrancy and versatility of our own students, in the backdrop of Hong Kong. Together, we thrive and go beyond limits.