University of The Arts London Branding

University of The Arts London Branding

Understanding our brand and how to communicate it means that you can speak with confidence and authority about UAL and our Colleges. A consistent style, tone of voice and use of the UAL visual identity makes us instantly recognisable and strengthens our reputation as a leader in art and design education.

Here you can find the tools and advice you need to create effective, audience-focused, on-brand content. As well as the UAL brand guidelines, you’ll find downloadable logos, branded templates, copywriting rules and information about our online photo storage resource, Image Library.

Brand guidelines

Our mini brand guidelines are essential for all UAL staff. They outline the basics of using UAL brand assets, including correct positioning of the logo, tone of voice and using the brand alongside other organisations.

Download the guidelines below:

Full brand guidelines are also available to download. These are particularly useful for external designers, suppliers or third parties who may need more detailed brand application information:

UAL Identity Development Programme

The Brand team (within the department of Communications and External Affairs), has embarked on a programme to reinforce and develop the UAL brand and its visual identity.

The activities undertaken as part of the UAL Identity Development Programme will include, but not be limited to: UAL brand awareness and perception research; legal registration and protection of the UAL and certain associated names in priority territories; updated and improved branded assets and guidance.

The programme will be delivered in full consultation with stakeholders from across UAL and our Colleges.

Any questions about the programme should be directed to