This project is a proposed brand identity for a new Technological University(TU). Technological universities were created in Ireland to address the socio-economic needs in the regions they are based, therefore these TU's are a disruptive influence on the Irish educational landscape. The aim is to allow access routes and pathways to anyone, regardless of societal background, to a university education. This is potentially transformational for people who may never normally dream of a university education. The ALTU logo reflects this idea of disruption and pathways. The logo design also allowed for fractal breaks which opens the brand up to create a flexible, bold and innovative identity system. The fractal breaks are transformed into various 2D and and 3D shapes which represent the transformation of the student. The students creates their own pathway to university whereby they can transform their lives and shape it how they wish. ATLU would be positioned as a bold, innovative disruptive challenger brand.