Cambridge University Press launches digital publishing brand

Branch has created the identity of Cambridge Elements with a flexible E symbol, which is used across the brand.


Branch has designed an identity system for Cambridge University Press’ new digital publishing offer Cambridge Elements.

The consultancy has looked to create an identity which is easily recognisable and has the flexibility to cover a broad range of sub-brands such as Architecture, Law and Life Scicences.

A simple typographic solution with single colours was sought and a symbol that can be extrapolated and used in different applications.

Illusory E

The three block symbol is a representation of the upper case E of Elements.

“The minimalist nature of the icon reflects the clean and clear presentation of the text,” according to Branch.

Three typefaces have been used across the brand: Museuo Sans as a primary typeface; Helvetica as a secondary; and Times New Roman as a tertiary font.

“Bold colourful and flexible”

Branch says a “bold, colourful and flexible” visual language has been established based on the E symbol, which can be manipulated to create bold or subtle executions.

The new brand is beginning to roll out, including online where Branch says it has looked to give the Elements brand it’s own voice within the context of the parent brand.

Hide Comments (3)Show Comments (3)
  • Simon Minter November 9, 2015 at 3:21 pm

    The three-line device is also widely used as a website navigation symbol – strange that this isn’t mentioned as part of the brand, as it would be a pleasing tie-in.

  • Hannah Wardle November 16, 2015 at 9:58 am

    A great example of how a pretty ‘meh’ wordmark & device can completely come into it’s own during application. I nearly wrote this off until I saw it in use.

  • robin richmond November 16, 2015 at 11:37 am

    Primary, Secondary and Territory…

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