Last updated:
16 October 2026

Our messaging reflects who we are and what we do. Our narrative is a consistent message about us and our personality keeps us distinct, directing how we look and sound.

Our narrative

University of the Arts London is a creative community like ​no other. With our Colleges, Institutes, Research centres and more; we're a network of the best makers and thinkers from all over the world. Together we give students the skills, confidence and network they need to live the creative life they want.

How do I use this?

To write about us, communicating a consistent message about who we are and what we do. Use it in full or abbreviated as needed. Don't change the language or make up your own.

Our personality

Bold
We are proud of what we do.
We are decisive and distinctive.

Creative
We challenge convention.
We are innovative and imaginative.

Open
We welcome individuality.
We are inclusive and collaborative.

How do I use this?

Use this to guide any content or communications to stand out and be memorable to our audiences. Don't use this as copy. Follow our how we look and how we sound guidelines for how they come to life. For example, video and tone of voice.‎