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Social media are one of the main places where prospective students, current students, employees, alumni and the general public come into contact with BUT. It's therefore all the more important that its profiles are clear, easy to find and immediately identifiable with the BUT brand. From July onwards, we've been carrying out a coordinated unification of the names, usernames, descriptions and, finally, also the visual appearance of the central profiles and of the main profiles of the faculties and units in Czech – primarily on Instagram, but gradually on all the other platforms. The changes are taking place in stages, with the aim of achieving maximum unification by the beginning of the semester. BUT is unifying its social media.
The chaotic variety of profiles that has existed to date stems from the historically unsystematic way in which new accounts were established. The result is an arrangement in which it is not immediately clear that the accounts of the faculties and units belong to one institution and one brand.
The new system is uniform and will apply to every newly established profile administered by the Rector's Office, the faculties or the units of BUT. The changes will take place on the social network channels of Meta (Facebook, Instagram, Threads), LinkedIn, YouTube and X. The University places special emphasis on Instagram, which is its key channel for communication with prospective students, students and the general public.
1) the profile descriptions (the so-called bios), which will now clearly emphasise the faculty's affiliation to the University,
2) the profile names will now follow the uniform format Fakulta stavební VUT (sample),
3) the usernames (the so-called handles after the “@” sign or in the URL) will now follow the uniform format fast_vut (sample) on Instagram and the format fastvut (sample) in the URL on Facebook and LinkedIn,
4) later also selected visual elements, such as Instagram highlights or the colour templates for posts.*
The central university profiles will now be presented under the full name Vysoké učení technické v Brně and the username vut_cz on Instagram, and under vysokeucenitechnickevbrne in the URL on Facebook and LinkedIn.
At the same time, the BUT profiles on the networks are dropping the “v Brně” (“in Brno”) suffix from its shortened name. The University is committing itself to the “VUT” brand in accordance with its long-term strategic plan to present the University as an institution whose significance and scope extend beyond the boundaries of Brno and of the Czech Republic.
A uniform system will make it easier to navigate between the individual profiles and will help people – young prospective students in particular – to find and recognise the official account of BUT or of one of its faculties more quickly. Consistent names and descriptions will also improve the discoverability of the profiles in search engines (SEO) and in tools using AI (GEO).
“BUT needs to present itself in the digital environment in a comprehensible, uniform and self-confident manner. That is why we decided to eliminate the long-standing lack of system in the labelling of profiles and to establish rules that will apply across the University,” comments BUT Chancellor Kamil Gregorek, adding that this is not a change of names for its own sake, but a practical step towards increasing the discoverability, credibility and strength of the BUT brand.
“At the same time, we have taken care from the very beginning that the faculties and units retain their own character, topics and manner of communication. In my opinion, a uniform framework does not have to restrict diversity – on the contrary, it gives it a clearer common basis. The result should be a system in which people can easily find their way and immediately recognise that the individual profiles belong to one university. I see it as a practical, but at the same time important step towards ensuring that our communication corresponds to the quality and ambitions of BUT,” the Chancellor adds.
The changes and the timetable were approved jointly by representatives of the Communication Department and by the PR staff of the BUT faculties and units. The unification began in July 2026 and is based on a risk analysis and on the recommendations of an external agency.
We are proceeding in individual stages, which reduces the risk that the platforms, Meta in particular, will evaluate several changes made at once as suspicious activity and temporarily restrict the account. The aim is to unify all the profiles by the beginning of the new semester.
It is also good to know that technical complications may occur in the course of the changes, primarily on the part of the Meta company. Some profiles therefore may not correspond to the target state at the same moment. We apologise for any inconsistencies and will address them on an ongoing basis together with the faculties and units.
There is no need to follow the profiles again, and neither their content nor their focus is changing. Only the name, the username and the description may change. In the case of the visuals, this will be more of a “refresh” of the existing appearance than a major change.
If you have saved direct links or bookmarks, we recommend checking them at the beginning of the new semester. Thank you for your patience during the unification._________________________________________
* FA and FFA remain exceptions to the unification of the graphic templates. Both faculties have long – as artistic institutions – been building a distinctive visual identity corresponding to their focus, which the University wishes to respect.