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Our verbal identity

Our verbal identity is how we express our brand through the way we write and speak. It is conversational, inspiring and accessible, letting us speak to all our different audiences.

While our editorial style guide explains how we format our language, our tone of voice principles consider how to speak to our audiences to get our message across. Our messaging pillars provide 6 different lenses through which we can talk about who we are, what we do and what we care about.

Together, our editorial style guide, messaging pillars and tone of voice enable us to confidentlty speak as one across the whole University.

  • Person's hands holding a printed booklet and leaflet against a concrete wall which is in bright natural light. The leaflets read 'UAL, our strategy 2022-2032, The world needs creativity'.
    UAL 10 year strategy booklet and handout, 2022 | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Messaging

    Our 6 messaging pillars are short paragraphs that explain what is important to us. They help to present a coherent and consistent message to our audiences and can be used to inspire content.

  • Person's hands holding an open printed white page booklet which has long passages of text. The background is a concrete wall which is in bright natural light.
    UAL 10 year strategy booklet, 2022 | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Editorial style guide

    Our editorial style guide sets out how we express and format our language when talking as UAL. Use it to ensure you communicate with consistency when producing any written content.

  • Close up photograph of the metal turnstiles entrance to bike storage. There is a black background poster stuck on the metal post with a white bike icon at the top which reads 'cycling to net zero'.
    Entrance to bike storage at Central Saint Martins, 2022 | Poster design: Creative, UAL; Photograph: Ana Blumenkron

    Tone of voice

    Our tone of voice is how we use language to present ourselves to the world. They include 2 principles which help us think about how best to speak to our diverse audiences.

Learn more about our brand

  • Students setting up for exhibition
    Students preparing for an exhibition, 2020 BA (Hons) Graphic Communication Design, Central Saint Martins, UAL | Photograph: Alys Tomlinson

    Who we are

  • Reuse unit in wood workshop
    Reuse units in workshop, 2022, UAL | Photograph: Orlando Callegaro

    Our visual identity

  • posters laid out on table
    Graduation posters, 2024, UAL | Design: Kind Studio

    Using our brand

  • Three posters displayed on a concrete wall promoting UAL Black History Month 2022. The posters highlight themes such as recognizing the contributions of the Black community, celebrating culture and achievements, and advocating for action over words. Large green leaves frame the scene in the foreground.
    Black History Month campaign 2022 posters | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Brand in action