Pentagram’s Domenic Lippa works on new identity for University of The Arts London

In November 2011 Moving Brands’ strategy work was approved by the university’s executive board, according to a UAL spokeswoman.

UAL then invited 15 recommended consultancies to apply for the identity brief before inviting five to pitch and appointing Pentagram.

University of the Arts London comprises the colleges Camberwell College of Arts, Chelsea College of Art and Design, Wimbledon College of Art, Central St Martins College of Arts and Design, London College of Communication, and London College of Fashion.

Lippa, an alumnus of LCC, says, ‘This is not a vanity project for UAL; the individual universities have a strong voice but the current logo is too weak and too quiet.’

Individual university brands will remain untouched, Lippa confirms, ‘but the unique challenge is creating an umbrella identity that sits alongside the personalities of the other six brands,’ he says.

Pentagram is meeting UAL stakeholders ahead of creative work and application. The new design is expected to be delivered around March.