UCA.4 :: competitors

I have researched the identities of other University in London. Different schools have different personalities in their identity. I hope through this research, I found out that all of them use different way to translate their brand.

1. Leading the competition - University of the Arts London

Their identity was designed by two previous students in Central Saint Martins.
Each star represents the different campus and also shows they are located in different places in London. This concept is simple and smart, using the location to show the connection between different campuses.

In their website, the main page of whole Unit, uses the color and student’s work to show the character of each campus.
For example, LCF is good at fashion, so the presentation is relevant to fashion and also the color pink is the symbol of fashion.

2.Rest of the competitors- UCL, RCA, Middlesex and Goldsmiths

University College London uses the shape of their main building to create their identity. It is easy to memorize for people.

Next, Royal College of Art is a school more than 100 years old. They kept their identity using a shield, it represent RCA is a historical and royal school.

Then, looking at Middlesex University, since they start to run the design courses, they changed their identity from the square shape to a red curve, which is easy to catch the viewer’s attention. In my opinion, the curve has appeared in many creative images frequently. Finally, Goldsmiths uses the golden color instead of the previous black one. Goldsmiths in golden color, successfully demonstrates their identity in a more classical, elegant and shinny form.