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Postgraduate

MA Graphic Branding and Identity

Computer-generated image of grey and white objects.
Julie Van Milders, MA Graphic Branding and Identity, London College of Communication, UAL.
College
London College of Communication
Start date
September 2024
Course length
12 months

On MA Graphic Branding and Identity, you’ll explore the strategic thinking underlying brands and look at how that strategy can drive creative expression.

Re-approval

Please note this course is undergoing re-approval. This is the process by which we ensure the course continues to provide a high-quality academic experience. During re-approval there may be some changes to the course content displayed on this page. Please contact us if you have any questions about the course.

Applying for more than 1 course

You can apply for more than 1 postgraduate course at UAL but we recommend that you apply for no more than 3. Find out more in the Apply Now section.

Why choose this course at London College of Communication

  • Industry links – Collaborative opportunities with a range of international practices are built into the course, with past creative partners including Channel 4, NASA, United Nations, Wolff Olins, Southwark Council, Euromonitor and London College of Fashion. You’ll work with designers and strategists from industry. Past agencies include Pentagram, Superunion and Grey.
  • Flexibility/personalisation – Masters-level study is, by its nature, a highly-personal mode of delivery and study. Your own working practice as design-researcher is encouraged, and we’ll support your requirements as a practitioner and worker throughout the course.
  • International opportunities - MA Graphic Branding and Identity supports students in their ambitions to work in international contexts. Whilst we don’t offer an integrated internationalised program, many of our students have worked and interned in a wide range of countries during the summer period, as well as within collaborative projects. These include Korea, the USA, China and Japan, as well as within the EU.
  • Where graduates have gone on to work – Our graduates have had a high degree of success in further employment and study. Recent graduates have worked at Accenture, Publicis LifeBands, McCann Worldgroup, Sagmeister & Walsh, BrandCap, Superunion, Atelier and the BBC. A number of our students have progressed to PhD study, developing their research practice into deeper, more sustained academic pathways. We also encourage students to teach in higher-education, and many of our students now successfully integrate teaching into their practice.
  • Facilities – One of LCC’s greatest assets is its outstanding range of old and new technologies, including printing and binding facilities and digital and post-digital skillsets, led by world-class technicians and teachers. MA Graphic Branding and Identity works effortlessly within these areas to build sustained and supportive relationships with our technical facilities; this ensures you have opportunities to immerse yourself in craft knowledge, develop new technological skills, and widen your capacity as a graphic branding specialist.

Open Evenings

The next Open Evening for this course will be announced soon.

Course overview

MA Graphic Branding and Identity is a course for designers, by designers. Together, we’ll explore the capacity of the graphic designer to construct and deconstruct powerful brand narratives through design research, visual experimentation and written evaluation.

MA Graphic Branding and Identity encourages you to challenge what is understood about the meaning of graphic branding.

You’ll have a graphic design or visual communication background, and will be looking to develop a wider range of skills, build a research profile and enhance your capabilities and offer to potential employers.

This MA course focuses on the role of visual identity within branding, with the aim to produce versatile and creative practitioners who understand design within a business, social and cultural context.

What can you expect?

MA Graphic Branding and Identity will challenge you to deconstruct your experience and design education in new and unexpected ways. You’ll develop a brand from the ground-up, using old and new strategies to push your design practice in new directions.

You’ll take part in a weekly lecture or workshop series on the principles of design and branding, learn new research techniques and connect these to rigorous methods of design exploration.

Your study will be based on personal project work, augmented with critical and contextual debate, culminating in an industry-focused portfolio of graphic brand expressions.

You’ll integrate visual practice with written evaluation critical discourse, which will be embedded into your weekly seminars and tutorial contact.

You’ll meet a personal tutor on a regular basis, who will help guide you through a challenging, highly-satisfying period of personal and professional development.

You’ll work with a wide range of designers and practitioners, as well as an experienced core team of tutors and researchers.

You’ll collaborate with other students, staff and external clients in a guided collaborative unit, allowing you to develop new approaches to design and brand projects.

You’ll be welcomed into one of University of the Arts London’s most diverse communities of practice, meeting designers and thinkers from a wide range of cultural backgrounds, and from this will develop a globalised, sustainable design practice that should position you as an engaged, thoughtful, intelligent and highly-skilled design-thinker.

Learning at this level will be about intellectual engagement, discovery, interaction and change. The final product, for us, is not in itself the goal - it is the research, evaluation and understanding of branding and identity that makes this MA distinctive.

This course is taught within the Branding and Design Innovation programme of the Design School.

Mode of Study

MA Graphic Branding and Identity is in Full Time mode which runs for 45 weeks over 12 months. You will be expected to commit 40 hours per week to study.

Course units

We are committed to ensuring that your skills are set within an ethical framework and are working to embed UAL’s Principles for Climate, Social and Racial Justice into the course.

 As part of this initiative, we’ve shaped our courses around social and environmental sustainability principles that ensure learning outcomes reflect the urgent need to equip you with the understanding, skills, and values to foster a more sustainable planet.  Our aim is to change the way our students think, and to empower you to work towards a sustainable future. 

MA Graphic Branding and Identity consists of 5 core Units. 

Brand and Design Principles (40 credits)

You’ll work on identifying your own practice in relation to common approaches and develop a deeper understanding of the techniques required to produce effective graphic, brand and design communication.

A series of lectures, workshops and seminars will be available covering research methodologies in theory and practice and the wider contextual framework for contemporary graphic branding.

This culminates with a substantial visual summary (a process book of your design experiments) and a designed brand output.

Field of Study Report (20 credits)

You’ll undertake a scoping and profiling project called the Field of Study Report. This will help you to develop an appreciation of current debates that are shaping the future of the subject and gain an informed view of your own practice.

This will culminate with a piece of design writing of 2500 words.

Collaborative Unit (20 credits)

The Collaborative Unit encourages you to seek opportunities to work as graphic brand designers with external clients and organisations, form small design teams and report on the process of working with a diverse community of designers and thinkers.

The Collaborative Unit allows you to be directly in touch with the realities of a professional branding practice, and to examine these techniques, approaches and theories in a professional context.

This will culminate with a piece of critical writing of 2500 words and a portfolio of designed brand assets for your chosen client / project.

Major Project Proposal (Part 1 and Part 2) (40 credits)

Your Major Project Proposal builds on the work conducted in both Units 1 and 2 to move your study proposal forwards through a series of practical and contextual stages to plan a clearly defined and evaluated research inquiry.

This process focuses on an experimental exploring through design and research methodology, testing and designing new approaches to your intended brand and design project work.

This Unit will culminate in a critically- and design-focused written proposal of 3500 words and a substantial body of visual experiments and brand design strategies. This unit positions the direction of your Major Project.

Major Project: Practical and Report / Thesis – (Part 1 and Part 2) (60 credits)

Your major project develops from the rationale stated in the Major Project Proposal. These elements are then tested and applied in the creation of an original brand design-research project.

Your Major Project will be based on extensive research and a rigorous methodological approach, drawing together your learning from across the previous four units. You will develop a programme of investigation and analysis that supports you in the further development of your personal research project.

This will culminate with either:

A practical design resolution, supporting visual process work and a 5000-7000 word written report

or:

A designed MA thesis of 12000 – 15000 words.

Learning and teaching methods

  • Lectures and group learning
  • ​Practitioner workshops and guest lectures
  • Seminars and problem-based learning 
  • Tutorials and guided supervision
  • Self-directed and peer-to-peer working
  • External visits and field trips
  • Formative crits and design reviews

Online Open Day

(Recorded March 2023)

Course Leader, Paul Jackson, gives an overview of what it's like to study MA Graphic Branding and Identity at London College of Communication.

Graduate Showcase

Explore work by our recent students on the UAL Showcase

Student voices

Andra Cobuz

Andra’s final major project, 'Orphium', explores the possibilities of using VR technologies for guided meditation and mindfulness practices.

Marilia Rojas

Student voices

Maria talks to us about her final year project on museology and the city.

Student work

  • FangyeCao850x567.jpg
    Work by Fangye Cao
  • Gabriel_Soto_Escallon_008.jpg
    Gabriel Soto Escallón — The Dream Market (MA Final Major Project)
  • Nina_Frank_002.jpg
    Nina Frank — beFool
  • Nina_Frank_005.jpg
    Nina Frank — beFool
  • TomCastle850x567.jpg
    Work by Tom Castle
  • V_Poli_005.jpg
    Vanessa Poli — SPA: Sex Please Again

Course stories

Facilities

  • Student using the Screen Printing facility
    Libo Li working in Screen Printing Workshop, Postgraduate Diploma Design for Visual Communication. London College of Communication, UAL. Photograph: Alys Tomlinson

    Printing and Finishing

    Discover our printing techniques, from Lithographic Printing to Print Finishing and Bookbinding.

  • A tutor in the process of producing a print.
    Image © Lewis Bush

    Printmaking

    This workshop offers a wide-range of expertise in everything from etching to lithography.

  • Student reading a book in between two bookshelves in the Library
    Students in the Digital Space. London College of Communication, UAL. Photograph: Alys Tomlinson

    The Digital Space

    The Digital Space is an open-plan, creative hub with computers set up with specialist software.

Staff

Associate Lecturer

Peter Stimpson, Sunita Yeomans, Eugenia Martinez, Mat Denney, Émilie Loiseleur

Fees and funding

Home fee

£13,330

This fee is correct for 2024/25 entry and is subject to change for 2025/26 entry.

Tuition fees may increase in future years for new and continuing students on courses lasting more than one year. For this course, you can pay tuition fees in instalments.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

International fee

£28,570

This fee is correct for 2024/25 entry and is subject to change for 2025/26 entry.

Tuition fees may increase in future years for new and continuing students on courses lasting more than one year. For this course, you can pay tuition fees in instalments.

Students from countries outside of the UK will generally be charged international fees. The rules are complex so read more about tuition fees and determining your fee status.

Scholarship search

Entry requirements

The course team welcomes applicants from a broad range of backgrounds, from all over the world. MA Graphic Branding and Identity attracts students who apply direct from an Honours degree course in a field relevant to graphic design, product design or architecture, or those with other, equivalent qualifications.

The course team also welcomes students with relevant experience or those who may have previously worked in industry.

Educational level may be demonstrated by:

  • Honours degree (named above);
  • Possession of equivalent qualifications;
  • Prior experiential learning, the outcome of which can be demonstrated to be equivalent to formal qualifications otherwise required;
  • Or a combination of formal qualifications and experiential learning which, taken together, can be demonstrated to be equivalent to formal qualifications otherwise required.

APEL (Accreditation of Prior Learning)

Applicants who do not meet these course entry requirements may still be considered in exceptional cases. The course team will consider each application that demonstrates additional strengths and alternative evidence. This might, for example, be demonstrated by:

  • Related academic or work experience
  • The quality of the personal statement
  • A strong academic or other professional reference
  • OR a combination of these factors

Each application will be considered on its own merit but we cannot guarantee an offer in each case.

Language requirements

All classes are conducted in English. If English is not your first language, we strongly recommend you let us know your English language test score in your application. If you have booked a test or are awaiting your results, please indicate this in your application. When asked to upload a CV as part of your application, please include any information about your English test score.

  • IELTS 6.5 (or equivalent) is required, with a minimum of 5.5 in each of the four skills.
  • If your first language is not English, you can check you have achieved the correct IELTS level in English on the Language Requirements page.

For further details regarding international admissions and advice please visit the International Applications page.

Selection criteria

Offers will be made based on the following selection criteria, which applicants are expected to demonstrate:

  • Sufficient prior knowledge and experience of and/or potential in a specialist subject area to be able to successfully complete the programme of study and have an academic or professional background in a relevant subject.
  • Willingness to work as a team player, good language skills in reading, writing and speaking, the ability to work independently and be self-motivated.
  • Critical knowledge of and enthusiasm for the subject area and capacity for research-led design, intellectual inquiry and reflective thought through: contextual awareness (professional, cultural, social, historical); evidence of research, analysis, development and evaluation (from previous academic study and employment) and a grounded understanding of the world of sonic, visual and networked culture as well as the ability to engage with and contribute to critical discussion.
  • In the project proposal a description of the area of interest, field of study and the particular focus of their intended project. This should include an overview of how you intend to go about producing the project and the methodology.
  • Portfolio should be conceptual and research-based, you must show your thinking and making process and a curious nature to explore, test and experiment

Apply now

Application deadline

Deadline

Round 1:

13 December 2023 at 1pm (UK time)

Round 2:

3 April 2024 at 1pm (UK time)

Digital portfolio and video task deadline

Round 1:

16 January 2024

Round 2:

16 April 2024

Decision outcome

Round 1:

End of March 2024

Round 2:

End of June 2024

Round 1
Round 2
Deadline
13 December 2023 at 1pm (UK time)
3 April 2024 at 1pm (UK time)
Digital portfolio and video task deadline
16 January 2024
16 April 2024
Decision outcome
End of March 2024
End of June 2024

All applications received by 3 April will be treated equally. If there are places available after this date, the course will remain open to applications until places have been filled.

Read more about deadlines

Apply now

Application deadline

Deadline

Round 1:

13 December 2023 at 1pm (UK time)

Round 2:

3 April 2024 at 1pm (UK time)

Digital portfolio and video task deadline

Round 1:

16 January 2024

Round 2:

16 April 2024

Decision outcome

Round 1:

End of March 2024

Round 2:

End of June 2024

Round 1
Round 2
Deadline
13 December 2023 at 1pm (UK time)
3 April 2024 at 1pm (UK time)
Digital portfolio and video task deadline
16 January 2024
16 April 2024
Decision outcome
End of March 2024
End of June 2024

All applications received by 3 April will be treated equally. If there are places available after this date, the course will remain open to applications until places have been filled.

Read more about deadlines

Apply to UAL

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How to apply

Follow this step-by-step guide to apply for this course

Step 1: Initial application

You will need to submit an initial application including your personal statement, CV and study proposal.

Personal statement advice

Your personal statement should be maximum 500 words and include:

  • your reasons for choosing the course
  • your current creative practice and how this course will help you achieve your future plans
  • any relevant education and experience, especially if you do not have any formal academic qualifications.

Visit our personal statement page for more advice.

CV advice

Please provide a CV detailing your education, qualifications and any relevant work or voluntary experience. If you have any web projects or other media that you would like to share, please include links in your CV. If English is not your first language, please also include your most recent English language test score.

Study proposal advice

Please provide a summary of your study proposal (1000 words).

It should:

  • outline the topic or subject area that you would like to focus on during your studies
  • explain how this relates to current brands, designers, and the branding industry in general
  • outline the aims, objectives and methodology of your project
  • describe how your proposal relates to cultural, historical and theoretical frameworks and contexts
  • include an evaluation of why this subject is important to you and what you hope to gain from your experience studying this MA
  • feature any illustrations or images that support your proposal.

Please note, your proposal serves to inform your application and we understand that your ideas will develop and change throughout your studies.

Step 2: Video task and digital portfolio

We will review your initial application. If you have met the standard entry requirements, we will ask you to submit a video task and digital portfolio.

You’ll need to submit these via PebblePad, our online portfolio tool. Please submit your video task on the first page followed by your portfolio.

Video task advice

We’d like you to submit a 2-3 minute video to help us learn more about you. The video must be in English.

What to include in your video task

  • Explain why this is the right time for you to study a Master’s degree.
  • Describe why MA Graphic Branding and Identity is the right degree for you.
  • Explain how this course will help you transform and improve your current design practice.

Read our guidance for how to submit your video task and which file types we accept.

Digital portfolio advice

Your portfolio should consist of recent work that reflects your creative strengths.

It should:

  • include a maximum of 20 pages, including your video task
  • feature work from a maximum 5 projects
  • consist of personal and/or commercial work along with short descriptions of the projects and your role
  • demonstrate your aptitude, skill and engagement in the field of graphic branding and identity
  • show your thinking and making process, including any supporting research and inquiry
  • include examples of exploration, experimentation and testing.

For more support, see our Portfolio advice and PebblePad advice.

Step 3: Interview

You may be invited to an interview following our review of your application. All interviews are held online and last 15 to 20 minutes.

For top tips, see our Interview advice.

You also need to know

Communicating with you

Once you have submitted your initial application, we will email you with your login details for our Applicant portal.

Requests for supplementary documents like qualifications and English language tests will be made through the applicant portal. You can also use it to ask questions regarding your application. Visit our After you apply page for more information.

Applying to more than 1 course

You can apply for more than 1 postgraduate course at UAL but we recommend that you apply for no more than 3 courses. You need to tailor your application, supporting documents and portfolio to each course, so applying for many different courses could risk the overall quality of your application. If you receive offers for multiple courses, you'll only be able to accept 1 offer. UAL doesn't accept repeat applications to the same course in the same academic year.

Visas and immigration history check

All non-UK nationals must complete an immigration history check. Your application may be considered by our course teams before this check takes place. This means that we may request your portfolio and/or video task before we identify any issues arising from your immigration history check. Sometimes your history may mean that we are not able to continue considering your application. Visit our Immigration and visas advice page for more information.

External student transfer policy

UAL accepts transfers from other institutions on a case-by-case basis. Read our Student transfer policy for more information.

Alternative offers

If your application is really strong, but we believe your strengths and skillset are better suited to a different course, we may make you an alternative offer. This means you will be offered a place on a different course or at a different UAL College.

Deferring your place

We do not accept any deferral requests for our postgraduate courses. This means that you must apply in the year that you plan to start your course and you will not be able to defer your place to start at a later date.

Application deadlines

For postgraduate courses at UAL there are 2 equal consideration deadlines to ensure fairness for all our applicants. If you apply ahead of either of these deadlines, your application will be considered on an equal basis with all other applications in that round. If there are places available after the second deadline, the course will remain open to applications until places have been filled.