Inspired by the unique black crystalline appearance of the building, the name Onyx also nods to Birmingham’s famous Jewellery Quarter which borders the development – a vibrant business and commercial district full of places to eat, meet and socialise. Just like the building itself, the name Onyx is strong, confident, contemporary and distinctive.
The brand mark is reminiscent of the sharp characteristics of cut onyx and resembles the shape of the actual building. The concept for the branding and its story developed around the notion of a cosmos, an intergalactic, interconnected system of many parts that combine to form a well-ordered, brilliant whole.
Much like Onyx, with its vast offer and joined-up network of support, a cosmos is an inclusive, harmonious community, exquisitely designed for all who inhabit it. It also has connotations of outer space – a metaphor of exploration, curiosity and possibility, just like a student’s time at University.