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Using our brand

Our brand system brings together our visual and verbal identity to create accessible, appealing video, digital and printed content.

  • A collection of visually diverse, creatively designed posters arranged in a grid, each labeled with a specific number of weeks remaining until graduation.
    Yuan (Wendy) Li, 2022 BA (Hons) Graphic Communication Design, Central Saint Martins, UAL | Photograph: Ben Turner

    Branded templates

    Download our branded templates for reports, presentations, posters and more.

  • 1 portrait and one landscape screen set on frames in an open space during an exhibition. The screens are showing different scenes of video with people as the centre of the screen. The background is bright and naturally lit, you can see a staircase and people walking around.
    Daria Blum, 2017 BA (Hons) Fine Art (4D pathway), Central Saint Martins, UAL | Photograph: John Sturrock

    Video

    Audiences form an opinion of our brand based on what they see or hear. Video uses our brand system to reflect who we are and what we do.

  • Cropped mockup of UAL prospectus, highlighting our new brand narrative and messaging pillars. The top left corner includes the first section of our brand narrative, which reads: University of the Arts London (UAL) generates and inspires the creativity the world needs for a better future. With curiosity, imagination and intent, we make work which creates lasting change for people and our planet. There is an image of someone melding a piece of work, with a quote in an orange box by 2023 MA Art and Science student Nina Gonzalez-Park at Central Saint Martins that reads:
    Our brand narrative and messaging pillars in the UAL prospectus, 2024 | Design: Spy Studio

    Brand narrative and messaging pillars

    Our narrative and messaging pillars explain our purpose and who we are. They can be used to present a consistent and coherent message to our audiences.

  • A vibrant graduate showcase display featuring a variety of ornate theatrical costumes on mannequins.
    Undergraduate Showcase, 2022 BA (Hons) Costume for Theatre and Screen, Wimbledon College of Arts, UAL | Photograph: Levitt Bernstein

    Crediting and consent

    Crediting and consent helps us stay consistent in how we credit work and ensure we follow GDPR.

  • 3 phone mockups showing the Instagram interface, the first showing an image on an Instagram story, the second showing the feed of the UAL Instagram account and the third showing an individual post.
    Instagram mockup, 2025 | Design: Creative, UAL

    Social media

    Everything we post on social media reflects our brand, from the copy we write to the music we choose.

  • Brochure and design for the Centre for Sustainable Fashion’s initiative Art for the Environment International Artist Residency Programme.
    Art for the Environment International Artist Residency Programme, Centre for Sustainable Fashion | Campaign design direction: Kind Studio

    Creating new identities

    Creating new identities requires a strategic approach and key considerations about how projects or programmes should use our brand.

  • 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

    Copyright and trade marks

    When using our brand, there are specific things you should be aware of in terms of copyright and trade marks.

  • Central Saint Martins x Miss Sixty Future Denim Lab, 2025, UAL | Photograph: Kenny Xian

    Partnerships

    Partnerships between UAL and other brands need careful thought. How our brand is used depends on our involvement.

  • A spread from the parent and carers booklet designed the UAL creative team. It features an interview with a staff member as well as a portrait of this staff member.
    Parents and Carers Welcome back booklet, 2025, UAL | Portrait photograph: Sam Bush, design direction: Creative, UAL

    Print

    It’s important we create accessible printed materials across UAL that use our visual and verbal identity and properly reflect our brand.

  • A black pencil and pen with white UAL logo laid flat on a plain white surface.
    UAL merchandise, 2018 | Photograph: Lori Demata

    Merchandise

    Any printed collateral or merchandise should reflect our brand values and design standards.

  • A man in a checkered shirt and white gloves reaches for a book on a tall shelf in a library archive.
    Damilola Ayo-Vaughan conducting archive research, 2020 BA (Hons) Culture, Criticism and Curation, Central Saint Martins, UAL | Photograph: Alys Tomlinson

    Accessibility

    The UAL brand is created with accessibility in mind, so there are certain things to consider in terms of accessibility when using it.

  • Students working in studio
    Students working in studio, 2021, UAL Creative Computing Institute | Photograph: Ana Escobar

    Students and alumni

    This should be used by UAL staff when advising students and alumni to make sure our involvement in their activity is clear to audiences.

  • A football team at the end of the match celebrating with their trophy.
    Arts SU Varsity winning football team, 2025, UAL | Photograph: Emily Waters

    Arts SU sports clubs and societies

    Though the Arts SU is a separate brand from UAL, we want to help students in Arts SU sports clubs and societies to understand how they’re able to use the UAL brand in their activities.

Learn more about our brand

  • Students setting up for exhibition
    Student 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

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

    Our verbal identity

  • 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