Since its introduction in 2012, our logo family has helped to unify our brand. Our logos should be used on all communications to ensure that audiences understand who is communicating with them.
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Brand team ualbrand@arts.ac.uk
Find more about creating new logos, brand names and identities
Our logo family
Our logo family is an important element of our visual identity. It helps audiences to understand how different parts of our organisation relate to each other, and unifies our brand across our communications. When using any of our logos, you should always use the master artwork and never recreate or change the logo design. To ensure you use our logos correctly, follow these tips:
- The logo should only be used in black or white, depending on the background colour. Internally, you’ll most often use the logo in black against a white background. For certain rare applications the logo can be embossed, debossed, varnished or foiled.
- Our logo sits in the top or bottom left-hand corner whenever possible to act as a visual anchor, connecting all our creative communities.
- It should be kept in proportion and positioned at an equal distance from the top and left-hand side of the page.
- The minimum size for the logo is 5mm in height.
- Our logo shouldn't be used within a sentence or as part of a word. If you want to use our name in copy, it should be written in sentence case: UAL (without a colon).
- Always make sure your don't stretch, rotate or re-arrange our logos. When using imagery, never position it within our logos or place our logos over imagery that doesn't offer a high contrast.
Our primary logo
Our international logo
- Our primary logo should be used on all branded materials designed for UK audiences.
- Our international logo should only be used internationally, where our brand is not yet fully established.
- Always use the master artwork and never recreate or change the lock-up design.
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Our college logos
Our institute logos
- When communicating about the work of a particular College or institute, you should use the relevant logo. All the guidance on this page, in terms of positioning, scale and colour, applies to use of our College and Institute logos too.
- Always use the master artwork and never recreate or change the lock-up design.
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Colour
Logos should only ever be used in black or white, the primary UAL brand colours. Always ensure that there is
enough contrast between the logo and background.
Exclusion zone
The size of the exclusion zone is based on the height of the 'I' in our logo.
Apply the boundary using the x-height, or starting from the top left corner of the 'u'.
Positioning
Placement on the page is determined by the exclusion zone, as shown below. Once scaled
to the recommended size, the primary location for our logo is to be placed in the top left corner.
However, where this is not possible, the logo can be placed in the bottom left corner.
Primary position
Secondary position
Do not lock department names or document titles with the logo.
Scale
The logo width should be scaled to 1/8 (or 12.5%) of the application’s shortest side.
If scaling the logo width results in a height less than 5mm, width guidance should be disregarded and the logo
should be set at the minimum height of 5mm.
A-sizes
When correctly applied, logo widths should be scaled to A-size documents as per the measurements in the below
image. Templates can be requested for download by contacting ualbrand@arts.ac.uk.
Multiple colleges
Use the size of the 'e' - found in all college names - to determine the spacing between college logos.
The college logotype should be applied at 50% of the height of the university logo.
Use the vertical or horizontal lockup according to page orientation.
Partnerships
Partner logos should be scaled to the same height as the UAL logo.
Use the width of the 'I' to determine spacing between the logos, and separate with a 0.5pt dividing line.
If UAL or a College is working with an external company or organisation, for example on a sponsored event or collaboration, the following arrangement of logos should be used to demonstrate the relationship.
The below arrangements are solely for partnerships with external companies or organisations and should never be applied to any internal activities. In all partnership types please follow our logo guidance above to use our logo(s).
Lead brand
If the University is the lead brand and is supported by an external partner or partners then the UAL brand guidelines should be followed, including:
- UAL logo should follow the general logo guidelines found above
- Logo colour should only be black and white
- University colour pallete and typography guidelines should be followed throughout the design
- UAL tone of voice and editorial guidelines must be followed
- External partner logo or logos should be placed at the bottom and should be less than 75% of the UAL logo.
- Descriptors can be used to help describe the relationship between UAL and our partners. Typically we use ‘In partnership with’, ‘In association with’, ‘In collaboration with’, ‘Sponsored by’, ‘Enabled by’.
All supporting logos should be equal size, and partners should be in alphabetical order. If some partners are more important than others (for example there is a lead supporting partner) this should be established using descriptors such as ‘Funded by’ or ‘Supported by’
Equal partner
If the University is an equal partner with an external organisation or company please ensure:
- Both logos should be visually equal in size and divided by a 0.5pt diving line.
- The line can be 100% black, 40% black or white
- The UAL logo should always be in black or white colour
- The UAL logo can go before or after the 0.5 divider line
- When being applied to a darker background, the UAL logo and the dividing line should be in white
- Our logo guidance above must always be followed regardless of brand dominance
- An early decision is necessary on which partner identity system will be used, or is another neutral identity required for this initiative?
UAL as supporting partner
If the University is one of a number of supporting partners logo application is the number one consideration. It is critical we secure the most appropriate position for the logo. UAL logo should follow the partner logo placement guidelines. However, some logo guidelines still apply as follows:
- UAL logo should be equal in proportion with all other logos
- Our logo colour should always be black or white
- Minimum size of our logo is 12mm.
- Please use the original file
- In some cases the positioning of the UAL logo or College lock-ups will not be fully in our control. This can happen when we support or are associated with applications designed and produced by a third party. In this case approval for the use of the UAL logo or College lock-ups should be sought by the third party from the brand team at UALbrand@arts.ac.uk
- Digitally the UAL logo should not be placed on the UAL website on partnership pages. There should never be more than one UAL logo on an individual page of our website.
- Descriptors can be used to help describe the relationship between UAL and out partners. Some suggestions are ‘In partnership with’, ‘In association with’, ‘In collaboration with’, ‘Sponsored by’, ‘Enabled by’.
Checklist
Answering the following questions will ensure you are using the UAL brand correctly. If you are unsure which partnership type the activity is, please contact the UAL brand team.
- Can you clearly determine which brand is the primary partner?
- Are you placing all the logos in the correct positions?
- If UAL is the lead partner, are you using our typeface: Helvetica Neue?
- If UAL is the lead partner, are the colours from our colour palette?
- If UAL is the lead partner, is the imagery chosen in line with our imagery guidelines?
- If UAL is the lead partner, does the material reflect the UAL personality?