The London Institute, relaunching in May as University of the Arts London, is planning to invite creatives to develop a visual identity to complement its new name.
The process will kick off in 12 to 18 months, according to institute director of communications and development Richard Brow. ‘We are currently discussing the possibility of holding an open competition,’ he says.
The announcement of the name change comes nine months after the Privy Council awarded The London Institute university status, and four months after it approved its choice of new moniker.
London College of Printing – one of the institute’s five art, design and communications colleges – recent-ly changed its name to London College of Communications (DW 27 November 2003).
Brow says the name change has been on the cards for some time. ‘The London Institute has always been a problematic name. It’s not immediately recognised as an institution and does not [clearly delineate] what our specialisms are. It’s required a lot of explaining,’ he says.
He adds that the new name was generated through ‘internal discussions’, with a final decision taken by the institute’s rector, governors and senior management.
From May, the name change will be incorporated into The London Institute’s Imagination-designed collective identity, which is used, in slightly altered forms, across all of its colleges (DW 28 November 2002).
Applications will include stationery, signage, websites and print materials, including prospectuses.
The London Institute is a federation of Camberwell College of Arts, Central Saint Martins College of Art and Design, Chelsea College of Art, London College of Fashion and London College of Communication.
Alumni include Terence Conran, Rodney Fitch and John Hegarty.