London College of Fashion

Last updated:
23 January 2026

Our name

London College of Fashion.

• Never use 'the' in front of our name.
  • Example: Research at London College of Fashion, UAL, is generated by a wide-ranging group of exceptional thinkers, creative practitioners, fashion business experts, and doctoral students.
• When communicating internally, to staff and students, we are LCF. Always write LCF in upper case.
  • Example: The LCF All Staff Meeting is an opportunity to hear key updates from LCF Provost, Professor Andrew Teverson, and guest speakers.
• Externally, use the acronym 'LCF' once you’ve established its meaning by using our full name.
  • Example: London College of Fashion, UAL's International Partnership work positions LCF at the forefront of International Development in Fashion.

How we sound

Brand narrative

Shaping Lives Through Fashion.

London College of Fashion, UAL, leads the world in fashion business, media, and design education. We’ve been nurturing creative talent for over a century, offering courses in all things fashion. With our philosophy of open and inclusive education, we encourage students to examine the past and question the present. To develop inventive, assertive ideas that challenge social and political agendas. And we give them the skills, opportunities — and above all, the freedom — to put those ideas into practice. From our new home at East Bank, the UK’s newest cultural quarter at the heart of Queen Elizabeth Olympic Park, we’re forging partnerships, opening up opportunities, and creating connections with east London’s schools, community, and industry. Our new home has brought all of undergraduate and postgraduate courses, from all of our three schools, under one roof for the very first time. In doing so, we’ll continue to pioneer how we use fashion business, media, and design to shape culture, economics, and society. And through fashion, shape lives.

Using our brand narrative

By length

Sometimes you may need to shorten the narrative to tailor it to the needs of your audience or to adhere to specific word count.

Example — one sentence:

Shaping Lives Through Fashion.

Example — one paragraph:

London College of Fashion, UAL, leads the world in fashion business, media, and design education. We’ve been nurturing creative talent for over a century, offering courses in all things fashion. With our philosophy of open and inclusive education, we encourage students to examine the past and question the present. To develop inventive, assertive ideas that challenge social and political agendas. And we give them the skills, opportunities — and above all, the freedom — to put those ideas into practice.

With the UAL brand narrative

There may be times when you have to reference LCF alongside the wider University:

• Prioritise language which describes LCF, supported by extracts from the UAL brand narrative and messaging pillars to bring clarity to the connection to the University brand.
• Avoid duplication of language between narratives as this can become confusing for audiences.

Messaging

Fashion Shapes Lives

We believe that fashion can be used as a medium that brings about real change in people's lives. By utilising our teaching, specialist research, state-of-the-art facilities and collaborative work, we empower our students, staff and the wider community, to innovate, examine the past, build a sustainable future and improve the way we live.

Fashion Means Business

Through inspirational teaching we nurture the next generation of creative leaders and thinkers, that work in responsible, analytical and ingenious ways. With close links to the fashion industry, our students benefit from guest speakers, live briefs, work placements and networking opportunities. Our connections benefit both students and the fashion industry.

Fashion Makes Style

We nurture every student’s distinctive voice, challenging them to push their practice forward, take risks, experiment and ultimately define the future of the fashion industry. Our students tell their stories through a range of approaches, cutting-edge mediums, new technologies, traditional channels, physical and digital experiences and more.

Fashion Tells Stories

We teach our students a combination of heritage and radical thinking. Traditional craftsmanship sits alongside new technologies to ensure our graduates have the skills necessary to bring their ideas to life and succeed in their careers. We challenge our students to create innovative ideas and then use innovative practice to bring them to life.

Fashion Looks Forward

Through our research, collaboration and experimentation, we are exploring the frontiers of design, technology and sustainability. Through innovation, we are transforming how fashion is made, showcased and sold, helping to forge a fashion economy that supports both our students and the industry – now and into the future.

How we look

Typography

Our primary font is Helvetica Neue LT Pro. We use 2 weights:

• Helvetica Neue LT Pro 95 Black for display copy and headings.
• Helvetica Neue LT Pro 55 Roman/Regular for body copy.

Imagery

Imagery is a key part of our brand. So it's important that the imagery we use showcases the best of what we do at LCF:

• the work of our students from across the College's schools and courses
• our diverse community of students, alumni and staff
• our state-of-the-art facilities
• our part in the community of Stratford, east London.

Speak to your local Creative Director if you need help finding imagery that best represents a school or course.

We also need to make sure that all imagery includes the correct copyright information and is credited in line with our crediting guidelines.

Video

Best practice example:

Wayfinding and signage

LCF's wayfinding and signage has been designed specifically for the LCF building in Stratford.

It is a key part of the College's identity and helps staff and students find their way around the building safely and efficiently.

Branded templates

East Bank