The authors come to the conclusion about the necessity of branding higher education institutions – Lipetsk State Technical University (LSTU), as the University brand contributes to the strategic development and promotion of the University brand in the target audience, as the creation and support of the University brand with the goal of conquering new market share and strengthening its positions among target audiences is an integral part of the strategy of the institution. In this regard, the University requires the adjustment of the system of mass communications. The article covers some component parts of the brand of higher educational institutions, such as their mission, values, goals and objectives of the University, as well as the visual components of the brand – its logo, slogan, development of souvenir products, representation of the University in social networks are called the distinctive features of the creation of the University brand. The existing brand components of LSTU brand are analyzed and then, based on the results of a survey of representatives of the consumer target audience and considering their opinions, the concept of a new LSTU logo is developed, the colors and font of the educational institution are selected, the instruction for use of the logo is developed, the key channels of information dissemination are identified.