The London Institute aims to identify creative status

The London Institute, a federation of five leading design colleges in the capital, graduates to an Imagination-designed identity next week as it works towards becoming the UK’s first university of the creative arts.

The design work, which encompasses stationery and website guidelines, brings together Camberwell College of Arts, Central St Martins College of Art and Design, Chelsea College of Art and Design, London College of Fashion and London College of Printing under the institute’s identity umbrella. Ultimately, it will extend to signage and staff uniforms at all five colleges.

Imagination design director Guy Marshall, who led the consultancy team, says, ‘The previous identit

y was simply a typographic marque that didn’t communicate the breadth and diversity of the institute’s offer. These are world-famous colleges, but few people realise they’re linked by The London Institute.’

Imagination came up with idea of representing each of the colleges with a different colour and using a ‘rotational menu’ to give prominence to a particular college on its own stationery.

‘We present the names as a block to show the relationship with the institute, but the relevant college moves to the top of the list. This means we’re always showing the strength of the five rather than isolated pockets of activity,’ Marshall adds.

Colleges chose their own colours, he explains, while Imagination worked with Dalton Maag to create a typeface for the institute’s logo.

‘The decision was split between zingy, neon colours and an earthier, urban [aesthetic],’ Marshall says. ‘The colleges chose the former, [to complement] an evolutionary, yet classic and solid design route.’

The London Institute prides itself on being a breeding ground for creative talent, which is why it is pressing for full university status. A bid for such recognition will be assessed by the Government’s advisory body, the Quality Assurance Agency, next year.