Leeds College of Music is launching an overhauled brand identity and positioning, developed by local consultancy Thompson.
The group won the rebranding project following a three-way pitch at the end of 2004 and was briefed to create an identity that differentiates the school from competitors.
LCM claims to be the largest music college in the UK and has developed specialist courses in jazz and music technology. ‘There was a real need to build a proper brand for the college – not just deliver a logo – to reflect its credibility in the sector,’ says Thompson managing director Phil Dean.
The identity uses the LCM acronym alongside a series of four motion graphics of instruments, representing the range of studies at the college. A dark orange is introduced as the main college identity, with each of the various departments denoted by its own colour. Dean claims the branding is ‘unique to the music specialist education sector’.
Thompson has also created the prospectus, stationery and business cards for the college and the consultancy is also currently working on a redesign of the website, www.lcm.ac.uk, set for a first-phase launch in August. The brand roll-out is expected to take 12 months.