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Brandmark

Last updated:
21 July 2025

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

Our brandmark is a visual identifier for UAL, connecting us to the idea or message you are communicating.

Whilst our logo is used to help people recognise something, like a piece of communications, as coming from UAL, our brandmark is a visual symbol that instantly connects audiences with our brand, even when separated from our name.

The brandmark is a playful element that can be used in a variety of ways:

  • Make sure the brandmark is recognisable as a colon. Don't distort, duplicate or rotate it.
  • Don't use the brandmark multiple times within an application.
  • If bleeding the brandmark off the format, make sure this is no more than half its width.
  • Don't use the brandmark as a logo to represent projects, programmes or specific business units.
4 rectangular sticker sheets each with 2 illustrated square stickers.
Illustrated brandmark sticker sets | Photograph: Lori Demata

Using our brandmark with typography

The brandmark can be used with typography alongside one statement, headings and multiple copylines:

  • Make sure sentence case is used for messaging.
  • Where possible, make sure the brandmark aligns with the typography and/or logo.
  • Make sure the brandmark doesn't look like bullet points when aligned with typography.
Several examples in different scales and sizes showing how the UAL brandmark may be used alongside a headline, title or message.
These examples show how the brandmark may be used alongside a headline, title or message.

The brandmark references the colon in our logo, but with a different ratio:

  • It has been created with 2 perfect squares, separated by the negative space of one of these squares.
Brandmark scale shown by a dark grey square between 2 white squares, all 3 squares equal in size.
Brandmark scale graphic, Brand and Creative, UAL

The colour of the brandmark and its background are flexible:

  • Use our primary colour palette and up to 2 of our secondary colours.
  • When choosing colours, consider contrast between the brandmark and background.
Front and back of a notebook with teal green line art illustrations featuring the brandmark crossing from the front to back cover on the spine of the notebook.
Prospective student merchandise 2019 sketchbook | Photograph: Lori Demata; Illustrations: Savvy Bader

The layout and positioning of our brandmark is flexible:

  • Scale our brandmark relative to the format and content.
  • When using the brandmark with imagery, ensure there is a relationship between them.
  • Aim for a high contrast between the brandmark and background.
Several student guide booklets arranged like tiles on grey background.
Student guide 2018, Studio LP | Photograph: Lori Demata, Illustrations: Jose Mendez