Lloyd Northover branding for University of the Arts

The University of the Arts London is kicking off the first phase of its long-term brand strategy project to develop an identity for the new institution.

It is working with Lloyd Northover on consultancy and research initiatives, including a programme of open forums to be held at all of the institute’s five art, design and communications colleges, starting this week.

The findings will help the university create a brand architecture to complement its new name. A set of recommendations will be presented to the University of the Arts London early next year and this will provide the basis for a creative brief and ‘input’ into the university’s strategic planning process, says Jim Bodoh, director at Lloyd Northover.

Emma Dixon, marketing manager at the University of the Arts London, says the brief will not be open to pitch, explaining, ‘We will work with our own internal experts to create a visual identity.’

Lloyd Northover, which has worked with 15 universities on branding and communication projects since 1990, was appointed in September after a three-way pitch.

The University of the Arts London, formerly the London Institute, changed its name earlier this year after it was awarded university status from the Privy Council (DW 8 April).

The organisation is a federation of Camberwell College of Arts, Central St Martins College of Art and Design, Chelsea College of Art, London College of Fashion and London College of Communication.

Bodoh says, ‘A key challenge is understanding the perceived value of all these organisations and from this, agreeing how all the brands should sit alongside each other. ‘The challenge is defining what the university now stands for and presenting its brand so as not to diminish but to add value to the associated colleges,’ he adds.