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Our verbal identity

Our verbal identity is an expression of our brand through language and the way we write and speak. It is conversational and inspiring, letting us speak to all our different audiences.

  • 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 allows us to 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. It is conversational, inspiring and creative.

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

  • 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