Monthly Archives: January 2013

I started to looked at spectrums and attempted to visualise them. I tried to put the colleges in some kind of order e.g Which colleges had the most in common with each other in terms of courses. However I was still caught up with the idea of cubes and nets! So I tried to leave that behind a bit.

From here I started to play with the physical form of a cube, by  deconstructing the cube to see how it looked and how many sides would be visible. From this I went on to look at just having a piece of paper, divided into 6 squares and playing with the form.

And this is when I had a happy accident. I found that the paper spelt out UAL so I started to play with this.

I will work on this some more and see whether I can separate the squares to create something new.


I have started looking at another element which could influence the route that the identity may take.

Spectrum is a word that came up from the mind map, this was linked to terms like diverse and unique etc. These terms are important as they connect with what UAL is really like. It is a collect of 6 colleges that are all different but are on the same wave length.

Spectrum has quite obvious visuals and it has been drawn many times in science books. It is also a common visual as it contains all 7 colours therefor it is quite bright, which people seem to like.

Lots of brands especially go for this spectrum name and identity as it clearly represents diversity. I feel like that UAL is made up of 6 colleges but they all have a difference. 6 institutes that vary, and build together to make something else… UAL

I am looking at the cube, because it has 6 sides. These sides make up the cube.
UAL is made up of 6 colleges.


/kyo͞ob/ Noun

A symmetrical three-dimensional shape, either solid or hollow, contained by six equal squares.

Wikipedia – Cube

In geometry, a cube[1] is a three-dimensional solid object bounded by six square faces, facets or sides, with three meeting at each vertex. The cube can also be called a regular hexahedron and is one of the five Platonic solids. It is a special kind of square prism, of rectangular parallelepiped and of trigonal trapezohedron. The cube is dual to the octahedron. It has cubical symmetry (also called octahedral symmetry). It is special by being a cuboid and arhombohedron.


In logo design it seems that the cube is a popular shape – See below generic image and text

A quick google search brings up similar images to what I was sketching yesterday.

By looking at what others have done, it is clear that this idea of perspectives could be applied to anything that has multiple sides e.g a business that has more than one sector.
I need to look at my concept a bit more in depth as well as think about how is an art institute is different from a multi sector company.


After creating this mind map of all the things that UAL is, I had a few ideas that sprang to mind;

– Spectrum of people / colour

– Mind map of connections / social / collaborative/ network etc

– Also map of diversity / unique etc

– Connected like dots/grid/pixels/tessellate

– All the little bits make up a whole.

-Bright, fun, fresh! But diverse Shades. There is green but you have 100 shades. Part of one group but all individual.

From this ideas I started working on drawing them. Just drawing out what diversity looked like, how connections looked etc. Initially I was fixed on geometric shapes. I think this is due to the graphic approach, as well as the idea that these shapes could possibly need to connect or tessellate together.


I looked at triangles as there are 6 different types, and this idea fits well with the colleges. They are all UAL, but they are different. Such as a Triangle could be an obtuse or an acute or a right angle, but ultimately its still a triangle. I discussed this idea with others however they did not seem so convinced by this idea of using this particular shape, the connection wasn’t clear enough.

From there I looked at what I wanted to communicate : that UAL was made up of 6 colleges that are different: they are part of something bigger,


Focusing on the number 6 restricted the shapes I could look at, such as a hexagon or a cube. A hexagon is supposedly a strong structure when grouped together with others, so I didn’t feel like this supported what I wanted to say. Also if I took away one side, or separated the lines /colleges the shape falls apart.


The cube is useful as a visual metaphor. UAL has 6 sides / parts / pieces to it, as does a square. You have 6 separate faces that when connected create a solid shape ( UAL ). This is what I mean when I want individual items that add up to make something bigger. A plane of cube can be seen on its own or connected to the group.

I plan to experiment and research further into this form. But I must be aware not to favour towards one university. All colleges – planes should be visible in one way so that they are all as important as each other.


Also it was made aware to me today, that a good way to be productive is to think that a client is requesting the work and that they email every few days asking for an update on where the project is at. Below is what I plan to have ready for my client by tomorrow night (7 days worth of work) In a PDF presentation form :

1 ) Written and finalised brief inc time plan
2 ) Basic research & analysis on what identity is inc. branding
3 ) Research into UAL as well as other colleges (mood board)
4 ) Ideas and thoughts on the route the identity can take
5 ) Visual generation of ideas working to a finalise concept
6 ) Research into concept and visual research (examples)
7 ) More developed sketches and experimentation of identity

Towards Thursday maybe I will have more application and testing on this identity across media… Probably need to think of where this identity will be placed for it to more complete and whole for friday.

Brief: To redesign the University of the Arts London identity.

Aim/Intention: The aim is to reflect the diverse collection of colleges within the UAL institute.

Approach: To create an identity that incorporates the creative spirit of UAL while maintaining the authority of an educational institute.

Content: Using UAL’s values, as well as the individual colleges aims to create an identity that is coherent to the subjects that the colleges provide.

System/Structure/Process: Idea generation, concept, experiment, visualisation etc.

Curation: Visualisation of values and aims.

What it means for my audience: It means that they will be able to see visually what the UAL institute is about before looking at say the website or prospectus to understand that it is not just one uni, but many.

How does this relate to my intention: This relates to my intention as I wish to focus on a redesign that reflects the different colleges within UAL.

University of the Arts London 

Our vision
Is to be an international centre of excellence, promoting effective learning in the Arts and supporting the University of the Arts London community by developing teaching, e-learning and pedagogic research.

Our values
We are committed to a culture of:

Diversity and inclusion
Mutual respect

This is how UAL see’s itself, and wishes to be seen. These values do link with various values within each colleges “about us” statement.

I have asked other students what that think of UAL, and here are the responses so far (Which aren’t many…);

It’s currently;

– Typical
– Simple
– Direct
– Very Black & White
– Structural
– Functional but doesn’t fit purpose
– Unoriginal
– Corporate
– Bland
– Boring
– Serious
– technological
– Mature

It should be;

– Needs colour
– Needs to reflect art school
– Fun
– Bright
– Creative
– Unique
– Collaborative
– Diverse
– Culture
– Other Backgrounds
– Specialists
– Youth
– Creativity
– Freedom

I think of UAL as;

– something I am not apart of
– a name for admin purposes
– anonymous

I wish for UAL to be seen as;

– A hub of creative students
– An umbrella for all the colleges
– A collaborative institue