Aim: To focus on design that responses to content.
Intention: To redesign the University of the Arts identity.
Why: I feel that the new UAL logo is a poor representation of the separate, and very different universities.
To redesign the UAL identity by using the aims of each university. I hope to create a meaningful and authentic identity that incorporates the individual values of each university.
Research: What identity is, who, what, why, where, how, process?
Research: Each 6 colleges