Central Saint Martins
Last updated:
23 January 2026
Our name
Our name is Central Saint Martins.
- Don't use ‘the’ as a prefix in front of our name.
- Don't shorten Saint to St.
- Make the College’s relationship to UAL clear. Though, don't use UAL as a possessive.
- Example: Central Saint Martins, UAL, is part of a new exhibition…
- Externally, use the acronym 'CSM' once you’ve established its meaning by using our full name.
- Example: Central Saint Martins (CSM) is the creative and inventive ambitions of our students, staff and partners. CSM is the diversity and global reach of our community.
- When indicating possession, use an apostrophe after the 's'.
- Example: Central Saint Martins' facilities are…
Our brand idea
Our brand idea has been developed to outline what we stand for and should underpin everything we do:
Creativity is at the brink of great change and there is a galvanising call embedded at the heart of our University’s strategy. To remain at the heart of creative education in an era of polarisation and new intelligences, a total rethink is underway in our systems, skills and the sectors we partner with.
Central Saint Martins (CSM) has an international reputation as a world-leading art school producing generations of extraordinary creative practitioners who have had significant impact in the creative industries shaping how we see the world. The College has a legacy of engaging with the global debate about the arts, performance and design, and their role in societal transformation. This is at the heart of what we do: we challenge what people think they know about the arts, performance and design, and how it shapes and impacts us all.
Central Saint Martins is constantly alive with different ways of thinking, making and doing. We understand that creative practice combines the ability to imagine new futures with the means to deliver them. To build on our College’s core spirit of interdisciplinarity as an art school, CSM has 3 Schools of Thought: C School (Culture), S School (Systems) and M School (Material). The naming strategy emphasises the whole (C + S + M = CSM), champions the power of imagination and actively seeks collaboration across schools to break new ground within and beyond our disciplines. As such, our graduates are equipped to address the urgent global challenges facing society and the planet through art and design practice.
Messaging
One-line descriptor:
We believe that art, performance and design can generate real, productive change.
Short paragraph:
Central Saint Martins is alive with different ways of thinking, making and doing. We understand that creative practice combines the ability to imagine new futures with the means to deliver them.
How we look
Central Saint Martins is a collective alive with divergent ways of thinking, making and doing:
- Within that divergence there is a multitude of voices and viewpoints. This is what makes Central Saint Martins both so unpredictable and influential.
- At an institutional level, however, it is important that we present a coherent front. This style guide addresses that need. It shares our new graphic elements to create a clear, visual framework for public-facing communications.
Two-tiered approach
Recognising that some projects will have different design requirements, we are introducing a tiered approach to maximise flexibility for the multiple applications that are needed across College communication.
Tier 1
- For primary communications coming directly from Central Saint Martins, such as Open day communications, prospectus and marketing print or PowerPoint presentations.
Tier 2
- For all secondary concept-led communications, partnerships or projects that are not just from Central Saint Martins, such as public programmes, innovation and business or external events.
Our logo
- Our logo sits in the top left-hand corner. If not possible, our logo sits in the bottom left-hand corner.
- The minimum size for the logo is 5mm.
- Keep it in proportion and positioned at an equal distance from the top and left-hand side of the page.
- Use the logo only in black or white, depending on the background colour.
- For certain, rare applications the logo can be embossed, debossed, varnished or foiled.
Multiple Colleges
When producing material for more than one College please use our University logo, followed by the specific College’s logotype separated by a rule and spaced as shown.
- The College logotype should be 50% of the height of the University logo.
- To make this consistent across all logotypes, scale using the x-height of the first line and baseline of the second line.
