Working with our brand: Visual identity guidelines January 2024London’s Global Universityucl.ac.uk/brandContents 125911121314151617181920ucl.ac.uk/brand Our BrandBannerLogoColourTypefacesImageryWebsitesSocial mediaVideoBranding your departmentOur naming protocolWorking with partnersPodcastsMerchandiseucl.ac.uk/brandOur BrandUCL is the university for brave thinkers - who have the freedom to challenge, think differently, and make real-world impact.The UCL brand is a shared language to communicate the essence of our brand narrative.UCL’s visual brand elements include our logo, fonts, faculty/department logos, brand colours and branded templates (Word, Powerpoint etc.) which act as a foundation for all our communications and marketing.Having brand consistency through all our departments/faculties ensures we tell UCL’s collective story with the power of one voice. It also creates a cohesive identity which raises awareness and reinforces trust in our institution. This in turn increases the equity and reputation of the UCL brand.1The Brand team are here to help you tell your part of the UCL story and help all our audiences understand who we are and what we stand for. For any queries, please contact us: ucl.ac.uk/brandStraplinePorticoUCL lettersText and titles should sit within this box London’s Global UniversityBannerThe UCL banner is designed to span the width of the page.The banner is a rectangular block with the letters UCL cut out of the shape.Any colour from our eight colour core palette can be used.ucl.ac.uk/brand2To download banner templates, visit, ucl.ac.uk/brand17mm10mm115mm57mm10mm297mmA3The strapline is set in Arial bold Title Case, 15pt with 17pt leading (leading is the space between the lines of text)12mm10mm80mm40mm10mm210mmA4The strapline is set in Arial bold Title Case, 11pt with 12.5pt leading12mm10mm100mm40mm10mm297mmA4The strapline is set in Arial bold Title Case, 11pt with 12.5pt leading10mm8mm70mm28mm8mm210mmA5A59mm8mm60mm28mm8mm148mmThe strapline is set in Arial bold Title Case, 9pt with 10.5pt leadingThe strapline is set in Arial bold Title Case, 9pt with 10.5pt leading17mm10mm115mm52mm10mm420mmA3The strapline is set in Arial bold Title Case, 15pt with 17pt leadingBanner sizes for standard paper formatsThe banner should always be positioned at the top of the page.These sizes have been calculated to be most appropriate relative to the page size. Use this page as a checklist to make sure that your banner is the right depth.Download the landscape or portrait file, then scale up or down to fit your page size.ucl.ac.uk/brand3London’s Global UniversityBanner examplesThe banner works with different designs: be creative with how you use it.What you can’t do...Don’t add effects such as a drop shadowDon’t use patterns or colours outside the paletteEnsure there is enough contrast between the image/background and the bannerDon’t use the banner verticallyLondon’s...
