A student who wowed judges with her logo design for an international university partnership has described her studies in Leeds as an “inspiring and enriching experience”.
Competition winner Xin Guan, 23, from China, was an MA Advertising and Design student at the University of Leeds when she heard about the opportunity to design a logo for the North Sea University Partnership (NUSP).
Xin’s design was inspired by the NSUP’s core values of collaboration, sustainability and innovation with each visual element reflecting a shared value: the wave for connection, the compass for direction, and the sun for energy and hope. Together, they communicate unity and progress across the North Sea region.
Her logo will now be used on NSUP platforms and at its events.
Xin explained how her experience as a student in Leeds helped her to develop her designs and creativity.
“Leeds gave me the confidence to connect design with cultural storytelling, which has had a big influence on my work, including the NSUP project,” she said.
“It aligned perfectly with my interest in design that connects history, geography, and institutional identity.
“Studying at the University of Leeds has been an inspiring and enriching experience. I especially enjoyed the open and diverse learning environment, where creativity and critical thinking are strongly encouraged.
“My programme allowed me to explore visual communication in depth and to collaborate with students from different backgrounds.”
International projects
She added that the logo competition has strengthened her love for international projects where design bridges between cultures, institutes and audiences.
The NSUP is a consortium of eight UK and Norwegian universities, and Xin’s inspiration came from the shared cultural and historic connections within the North Sea region.
Her logo features symbolic elements including the Tudor Rose to reflect British heritage, the wave to symbolise marine research, the compass cross to signal navigation and faith, and the sun and shells to represent marine and solar resources.
I especially enjoyed the open and diverse learning environment [at Leeds], where creativity and critical thinking are strongly encouraged.
Xin, who is graduating from the University of Leeds in December, added: “I hope my design conveys the idea of shared heritage and forward-looking cooperation. The North Sea is not just a body of water—it’s a bridge linking histories, knowledge, and futures.”
She hopes to continue working in branding, visual identity and cross-cultural design, now her studies have concluded.
Professor Kenneth McDowall, Interim Pro-Vice Chancellor: Student Education and Experience at the University of Leeds, said: “Congratulations to Xin for this accolade – she has created something really special, and it’s fantastic to hear what an enriching experience her time at Leeds has been.
“Our campus is full of wonderfully diverse environments and we’re lucky to have a vibrant global community, which means our students can collaborate with people from many different backgrounds, to develop their work - and sense of self.”
Further information
The NSUP focuses on areas of mutual interest, including energy, the green transition, marine research, and cultural heritage, aligning with the research and innovation priorities of both governments to build a more sustainable future for the North Sea.
For further information please contact Becky Pascoe at r.pascoe@leeds.ac.uk