Digital and physical spaces

Last updated:
12 November 2026

Social media

Bio

Use the UAL narrative to create a consistent message about who we are and what we do, either in full or abbreviated to suit specific platform word counts.
Include topline information at the start.
Use line breaks to make it easier to read.
Where possible, write out your name in full with your acronym in brackets.
All University related accounts should state the relationship to UAL in their bio, and where possible link to UAL’s central account. This helps audiences understand which accounts are official and which aren’t.

Example: Camberwell College of Arts, part of @unioftheartslondon.

Two social media mockups of Instagram and TikTok feeds belonging to LCF and LCC. — **Social media mock-ups | Design: Creative, UAL**

Crediting and tagging

Credit and tag any collaborator or owner of work featured in content.
When crediting student work: [Student/artist’s name] [(@student/artist handle)], [year and course], [@College handle], UAL | Photograph: [photographer's name].
For content created by external agencies, credit the primary contributor first, followed by other key contributors: [Medium] by [Supplier name] [(@supplier handle)], [Second medium] by [Supplier name] [(@supplier handle)].
On X, mention the full credits in a thread or tag the handles of the creator/s.

Accessibility

Alt text and image descriptions

Intended to help people with visual impairments access visual content, but also benefits all users.
This is different to a caption. Where alt text is not available, use the caption to include this information.
For infographics and other images containing a large amount of information, add alt text or explain information in the caption.

Filters and effects

Use filters and effects sparingly, unless they have been developed in-house for specific content.
Always consider accessibility within use.

Fonts and colours

For more reactive content, not using our branded templates, where you may need to use in-app editing for text overlay:

Fonts: Use our primary font, Helvetica Neue LT Pro, where possible. When adding text directly within a social media app, choose a clear, legible font at a size that remains readable on a mobile screen. Avoid decorative or “special” fonts generated using Unicode characters, as these can be difficult to read and may not be interpreted correctly by screen readers.
Font size: Consider the size of the font if applying it manually to make sure it's accessible.
Alignment: Always make sure the text is left-aligned.
Font colour and highlight: Use black or white fonts with opposing highlight colour.

Music and audio

Music

Only use music that you have permission to use for the intended purpose and platform. Check the relevant platform's current music licence and account restrictions before publishing, particularly for promotional, commercial or paid content. Do not assume that music available in an in-app library is cleared for use elsewhere.
If you commission a music producer or sound designer to score a track for your production, share our brand guidelines with them.

Original audio

‘Original Audio’ is popular on some channels such as TikTok. We don't recommend using it without knowing the source or context. Check that the audio does not include unlicensed music, unauthorised recordings, private conversations or other material that should not be shared.

Emails and signatures

Email styling

Typeface: Arial / Arial bold, 12pt.
Colour: Black.
Alignment: Left aligned.

University level signature

Copy the relevant email signature from below, paste it into Outlook and update with your personal details:

Minimum detail

Name (/neɪm/) Surname (/ˈsəːneɪm/) they/them/theirs
Job title
Department

University of the Arts London
arts.ac.uk

Maximum detail

Name (/neɪm/) Surname (/ˈsəːneɪm/) they/them/theirs
Job title
Department

+44 (0)700 000 000

Contact me on Teams

Working pattern: Monday, Tuesday, Friday 10am – 4pm

College level signature

Copy the relevant email signature from below, paste it into Outlook and update with your personal details. If you need to refer to more than 1 College, spell them out in full.

Example: Camberwell, Chelsea and Wimbledon Colleges of Arts.

Minimum detail

Name (/neɪm/) Surname (/ˈsəːneɪm/) they/them/theirs
Job title
Department

Camberwell College of Arts
University of the Arts London
arts.ac.uk/colleges/camberwell-college-of-arts

Maximum detail

Name (/neɪm/) Surname (/ˈsəːneɪm/) they/them/theirs
Job title
Department

+44 (0) 700 000 000

Contact me on Teams

Working pattern: Monday, Tuesday, Friday 10am – 4pm

Camberwell College of Arts
University of the Arts London
45-65 Peckham Rd, London SE5 8UF
Instagram | LinkedIn | YouTube | Facebook

Pronouns

By including pronouns in our email signatures, we avoid creating situations where people make assumptions about gender identity. This is just one of the many ways to create inclusive spaces for everyone. Read more guidance on pronouns.

Additional wording and imagery

Don't add additional wording. This adds more data to the email and increases the carbon footprint.
Don't use imagery in your signature. It adds more data, interrupts the format and may prevent a recipient from seeing your signature or risk filtering your email to spam.

Estates

‎‎Download the latest approved assets provided by the Estates team from the UAL Brand Asset Library to maintain a consistent and accessible campus experience. If you're creating or updating these materials, contact the Estates team at EstatesHelpDesk@arts.ac.uk before making any changes.