Mimas formally unveils a new brand identity this week, representing a critical milestone in the organisation's history.

As a nationally designated data centre based at The University of Manchester, Mimas hosts a significant number of the UK's research information assets – and builds applications to help people make the most of this rich resource.

The new identity communicates Mimas as an organisation of experts dedicated to the advancement of knowledge, powering world-class research and teaching.

Driving a new strategy

Mimas' new identity, underpinned by a new strategy, is part of an ambitious step-change for the organisation.

Keith Cole, Director of Mimas, states:

"With millions of users, our ultimate task is to maintain quality services for them on behalf of funders such as JISC and the ESRC. But at the same time we need to able to adapt to and predict rapid change in our evolving digital world.

"Our new identity will enable us to build on our academically focused applied research activity and so develop our position as a Centre of Excellence based at The University of Manchester."

Conveying the benefits of working with Mimas

Through its new identity, Mimas will emphasise the following:

• the organisation's ultimate outputs and achievements
• its contributions to technological innovation and research
• the benefits delivered to users in research and teaching

A key focal point for communicating these successes to key stakeholders and potential partners is the new Mimas website (see: http://mimas.ac.uk) – featuring informative news stories highlighting Mimas' work and its broader impact.

Communicating in this new way will allow Mimas to strengthen relationships with existing funders and partners as well as develop new collaborations with organisations across the sector – from commercial partners to public sector bodies.

"Mimas understands academic, administrative and commercial needs, and we already work in a diverse range of contexts," explains Caroline Williams, Mimas Deputy Director, and Executive Director of Intute.

"Our new identity will help us effectively communicate this unique selling point to a broader audience, and move us forward into new relationships where we will undertake research projects and develop new applications for the sector."

Official launch at Internet Librarian International 2009

Mimas officially launches its new identity on Thursday, 15 October 2009 at the Internet Librarian International conference in London. Delegates should visit the Mimas stand and meet staff representatives to learn more about Mimas and its ambitious plans for the future.

Notes for editors

Useful links

• Mimas website: http://mimas.ac.uk
• Mimas strategy document at: http://mimas.ac.uk/about/reporting/
• Internet Librarian International 2009: http://www.internet-librarian.com/2009/
• JISC news for 15 October 2009: http://www.jisc.ac.uk/news/stories/2009/10/mimas.aspx

Contact

Joy Palmer
Mimas, The University of Manchester
E: joy.palmer@manchester.ac.uk
T: 0161 306 6622