Brand guidelines for a new kind of university

Iconography and Illustration

Our icons can be used as a shorthand to communicate
ideas, objects and actions using a common visual
language, and can also be used as a secondary visual
device to accompany photographic imagery.


Icon construction
— Stick to simple geometric foundations where possible
— Restrict the number of line weights and ensure sufficient contrast in size
— Sharp Sans Extrabold where letters and numbers are required

Two colours
— Introduce a second colour within iconography for greater visual interest
— Overlap elements and cut away sections to reinforce the concept of change
— Keep forms as simple as possible for maximum effectiveness at all sizes

Icon examples
— Think about the use of colour: yellow should be used more sparingly and for the most significant or meaningful element
— Be creative with negative space

Icon usage

Screen use
Icons can be used to help communicate faster, when paired with titles and copy they can make accessing information quicker. When using icons on a dark background the black area can become white.

Print use
An example of how our icons have been used within a page of a printed brochure.


Illustration for backgrounds
— Add energy and dynamism through the layering of typography and illustration
— Use super-sized illustration and bleed off the edge
— Print double sided where possible for greater impact

Linear illustration
Linear illustrations allow typography to sit ontop clearly and can be used underneath more complex visuals.