Presentation of the seven themes on which the 2002/3 rebranding of Middlesex University was based. This is a summary of the piece of work for which, in 2005, I was awarded an Honorary Doctorate by the University.

1. seven themes
key elements in communicating
the Middlesex University brand
AB

2. theme one
difference
makes
the difference

3. difference makes the difference
Middlesex’s diverse make-up means that
students, faculty and staff are constantly
encountering challenging differences:
differences of culture, background, values,
disciplines and outlook.
This experience of difference may not
always be comfortable but it enriches all
of our activities.

4. theme two
living with
contradiction

5. living with contradiction
There is never only one right answer. And where
there are many different points of view we need
to be able to work with all of them.
Middlesex has always been very good at living
with contradiction. It’s not something to be
ashamed of, but is instead an effective way of
dealing with complex situations and a valuable
life skill in the world today.

6. theme three
creative ferment
“We’ve still got a couple of years
before we’re ready for the moon.”

7. creative ferment
It’s not possible to be both highly creative
and highly organised at the same time:
innovation thrives on the ‘edge of chaos’.
Middlesex has a reputation for being a
creative place with a slightly chaotic
culture that provides a great environment
for innovation. Sometimes, however,
this can look like ‘muddlesex’!

8. theme four
transformation,
not transfer

9. transformation, not transfer
There is more to education than just the
transfer of knowledge and skills.
Middlesex helps people to do something
remarkable – to transform their expectations,
their opportunities and their lives. This may
involve acquiring new knowledge and skills,
but these are only a part of it.

10. theme five
a caravan of learning

11. a caravan of learning
One of our greatest strengths is helping
less qualified students achieve their potential.
But we also have some highly talented
students who are achieving great things.
The secret of the what happens at Middlesex
is that everyone is on a journey together – each is
helped to reach his or her destination (whatever it is)
by the experience of ‘travelling’ with others.

12. theme six
rooted in the restless spirit

13. rooted in the restless spirit
If there is one thing that links the various places
where we are based, it is that they all have diverse
communities trying to make their way in the modern
world and to get along with each other.
In the future, Middlesex may be spread across an even
wider range of places. So our ‘home’ can’t be a location –
instead, it is everywhere that people believe questions
are more important than answers.

14. theme seven
mirror to a strange
new world

15. mirror to a strange new world
The world of tomorrow looks set to be chaotic,
diverse, fluid, dangerous, wonderful – full of
opportunities, uncertainties, contradictions.
Middlesex is a mirror to this world, and our
graduates are more than usually equipped to
function, flourish and contribute in it.