UniSIM rebrands to distinguish from SIM Global Education, looks for agencies

SIM University (UniSIM) has revealed that it would be rebranded to Singapore University of Social Sciences (SUSS). This will be part of its restructuring into Singapore’s sixth autonomous university (AU), joining the likes of already established institutes such as National University of Singapore, Nanyang Technological University, Singapore Management University.

Recently joining the three universities are also institutes such as  Singapore University of Technology and Design and Singapore Institute of Technology.

The name change reflects the university's decision to distinguish itself from private university, SIM Global Education.

A joint statement issued by SUSS and Singapore's Ministry of Education (MOE) explained that the "oversight of the university" had moved from SIM to MOE, hence it was appropriate for the university to be named distinct from SIM.

"The university and MOE worked closely to identify a name that would clearly reflect its mission and identity as an autonomous university," the statement read. Both SUSS and MOE have also confirmed to Marketing that the university would be on the lookout for an agency partner to develop the full suite of visual communications. This includes the design of the corporate logo and the applications of it across different categories such as the signage.

"We do not intend to rush this as the university’s identity is an important part of building long term recognition," the joint statement said.

According to Ong Ye Kung, minister for higher education and skills, the name was chosen to reflect the AU’s mission of driving lifelong learning anchored in disciplines with a strong social focus. It also reflects the university’s focus on applied education in the domain of the social sciences, as well as in disciplines that have a strong impact on human and community development.

Cheong Hee Kiat, president, Singapore University of Social Sciences, added that the new AU will continue to target students, employees looking to upgrade their skills, as well as passionate learners keen on gaining new knowledge, while providing flexibility for their learning.

“SUSS will add diversity to Singapore’s higher education landscape and complement the existing five AUs. What will be most unique about the University is its tradition of applied education, and outreach to adult learners, all of which will be kept and strengthened,” Ong added.

It will also continue to offer the range of programmes that UniSIM had offered previously. The focus of its programmes will be on those that prepare individuals for careers in the social sector, such as social work and early childhood education, careers with a strong social orientation, such as human resource management, as well as law (focusing on family and criminal law).

At the same time, the university will continue to retain a limited offering in other areas such as business and engineering, especially for adult learners. The name also embodies the AU’s social mission, in terms of the educational opportunities it will provide to both students and adult learners.

The institute first started in 2005 and was focused on providing applied and lifelong education to adult learners, many of whom are working adults, equipping them for career advancement, career transitions, and to serve society.

(Image courtesy: UniSIM Facebook)