How do you create a compelling visual identity that sits comfortably with the Imperial College London brand, whilst also representing the vision of the partnership between Imperial and the James Dyson Foundation in establishing a leading edge design engineering school?
Our branding for the new Dyson School of Design Engineering started by exploring the three ‘languages’ of design engineering: maths/physics, words and images; drawing influence from precision engineering. We referenced these ‘languages’ by creating a dynamic and angular three bar motif, which remained true to the brand of Imperial College London by reflecting the angles found in their visual language. The bars also represent individual students of the School: expressive, bright and bold, with the photography depicting these same students. The brand as a whole is vibrant, strong and evocative of the individual creativity that the School aims to foster.
We ensured the brand would be flexible enough to embrace all existing and future uses. Rollout of the new look and feel continues extending to online social platforms and even desks...