Goldsmiths University of London
Brand campaign
Giving a world-famous education powerhouse a powerful voice
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UAL Awarding Body
Brand strategy and brand identity
A creative, dynamic and challenging approach for a creative, dynamic and challenging audience.
If your college education was creatively inclined, the chances are that the course you took was created by UAL Awarding Body. As the only specialist art, design and creative industries awarding organisation in England, they design, develop and award qualifications within the national qualifications framework. They are owned by, and based within, University of the Arts London. To help us understand their world, we conducted interviews with art and design institutions around the country, as well as with UAL staff. Armed with the results of these interviews, we set out to create a simple, bold and – importantly – creative visual identity.
Nick Juba,“Baxter & Bailey took care to find out about us and that understanding is evident in the work they have produced.”
Director,
UAL Awarding Body
Impact
Following the launch of our new identity, UAL Awarding Body were able to use the comprehensive guidelines, design tools and templates we delivered in order to produce resources and materials exclusively within their in-house design team, a vital, practical requirement of the brief.
Acknowledgements
Thanks to Nick Juba for inviting us to be brave and bold, to Ross Anderson for helping to steer the process and to all of the colleges and universities who gave their time and input during our research stage. And a special mention to design collaborator Graeme Rodrigo for bringing his Bauhaus knowledge to the project.
