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Our visual identity

Blurred image of hands holding photograph of 3 people.
The Giving Hand: Hands of Faith and Promise, Akar Suleiman, 2022, BA (Hons) Photojournalism and Documentary Photography, London College of Communication, UAL

Our visual identity plays a key role in communicating our brand’s personality and values.

It is bold, simple and direct, letting the work of our students, staff and graduates shine. Every element from logos and colour to typography and imagery helps to create clarity, consistency and recognition across all touchpoints.

It guides how we present ourselves in print, digital and physical spaces, helping audiences understand and connect with our brand.

By following these principles, we ensure that every interaction reflects who we are, what we stand for, and the creativity that defines UAL.

  • LCF East Bank building with the UAL logo showing in the top right corner
    London College of Fashion building at East Bank, 2025, UAL | Photograph: Queen Elizabeth Olympic Park

    Logos

    Our logo family illustrates the trademarked areas within our brand portfolio. Working as visual devices, they inform audiences who we are.

  • Hands placing a second square sticker over the title of the 2018 undergraduate prospectus, the placement of 2 stickers creates the brandmark on the cover of the prospectus.
    UAL undergraduate prospectus, 2018, UAL | Design: The Studio of Williamson Curran; Photograph: Lori Demata

    Brandmark

    Our brandmark is a visual identifier for UAL, separate from our logo. It's a playful element that can be used to connect marketing materials and products to our brand.

  • A poster stuck on a grey concrete wall which is in bright natural light. The poster reads 'UAL AKO Storytelling Institute, Where creative practice meets social transformation, explore our work'. The poster has 2 images and the text flows around the images to frame them.
    AKO Storytelling Institute launch poster, 2023 | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Typography

    Our typography consists of our primary typeface Helvetica Neue and secondary typeface Arial. They allow us to create accessible content and build brand awareness.

  • A poster for the UAL Graduation, which features vibrant, multicolored 3D bubbles on a black background with bold white text reading '#UALGRADS'.
    UAL Graduation, 2023 | Design direction: Spy Studio

    Colour

    Our colour palette is made up of our primary shades, black and white, with additional shades of secondary colours. Use them to match the tone and mood of your message.

  • Group of people wearing white tops stood against a plain white wall, 8 of the people are facing the wall so just the back of their heads can be seen. To the right of the central photo one person is facing the camera with 2 of the other people with their hands on the side of the person's head.
    Generality: "what's the difference?", Xiaoli O. Chang 常, 2022 BA (Hons) Fine Art: Photography, Camberwell College of Arts, UAL | Photograph: Xiaoli O. Chang 常

    Imagery

    Our imagery is engaging and inclusive to reflect our diverse creative community. Use it to communicate who we are and connect audiences with our brand.

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

  • person picking up poster with letter M printed.
    Typography workshop, 2017 MA Design Management and Cultures, London College of Communication, UAL

    Our verbal 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