London Metropolitan University rebrand aims to add consistency

Turnbull Grey has created a new identity for the university, which aims to address a “dilution” of the previous branding.



London Metropolitan University is launching a new identity, designed by Turnbull Grey, as it seeks to strengthen its brand and create consistency.

Turnbull Grey has been working on the new identity for around six months, alongside the university’s marketing team.

The consultancy says it has aimed to address issues around the previous brand, which had become “weak” and “confusing” due to a dilution of the identity and a number of unrelated sub-brands.

The previous identity
The previous identity

The previous identity launched in 2002, when London Metropolitan University was formed from a merger between London Guildhall University and the University of North London.

Turnbull Grey says: “A number of issues had arisen as a result of ‘creep’ in their interpretation by the various faculties and research units at the university.”

London Metropolitan University had been using several sub-brand identities, including branding for The Cass, which the university says “is no longer used on anything new”.

Turnbull Grey says it looked to develop a “clear structure and pathway for application hierarchy” and also to “connect the faculties absolutely to the parent brand.”

To do this, the consultancy says it has aimed to create consistency across all applications and has developed a set of online guidelines for staff, students and designers as well as a set of templates for staff and external consultancies.

Alan Ward, senior brand and web marketing officer at London Metropolitan University says: “We’re really proud of what we’ve achieved together: an elegant, time-hardy, professional visual identity.”

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