Brand Refresh for School of Design, University of Leeds.

Ranked among the top design schools globally, School of Design at the University of Leeds has cultivated a reputation for excellence throughout its 150 year legacy. Renowned for its world-class academic programs, cutting-edge research, & vibrant creative community. 

Embarking on a comprehensive brand refresh, complementing their enviable reputation & aligning with their future ambitions was Fable&Co’s challenge. With a rich history & an innovative approach to design education, the School offers a comprehensive range of undergraduate & postgraduate courses that equip students with the skills, knowledge, & vision needed to excel in the rapidly evolving creative industries.

One of the key attributes of the School of Design is its interdisciplinary approach, combining traditional design principles with emerging technologies & global trends. Whether you are passionate about fashion, textiles, graphic design, or digital innovation, the School of Design provides a dynamic & stimulating environment that encourages exploration & creativity.

Students benefit from access to state-of-the-art facilities, including advanced workshops, digital labs, & industry-standard equipment, ensuring that students have the ability to put theory into professional practice.

Moreover, the School of Design is committed to sustainability & social responsibility, integrating these values into its curriculum & research initiatives. Students are encouraged to consider the impact of their designs on the environment & society, fostering a mindset that is both innovative & ethical.

The Concept

The new identity leverages a meticulously crafted grid system, serving as both the foundation and scaffolding behind its striking, visually compelling design. This approach strikes a perfect balance between structure and creativity, offering a framework that allows designers to build with precision & purpose.

Grids provide an essential framework, empowering designers across various disciplines to organize content with logic & clarity, ensuring consistency, alignment, & a harmonious rhythm throughout the layout. This results in a seamless & intuitive user experience, whether applied in print, digital, or spatial design.

Yet grids are more than just tools of structure—they are catalysts for creative freedom. With a solid foundation in place, designers can push the boundaries of composition, experiment with scale, & explore the power of negative space, all while maintaining a sense of clarity & cohesion.

In a world saturated with information, grid systems act as a guiding force, transforming complexity into elegant, navigable designs that allow for meaningful connections between designers & audiences alike.

 

The Visual Identity

The bespoke & meticulously crafted emblem has been constructed with balance & precision from the interlacing of geometric forms. This cross over & connecting nature represents the multiple academic disciplines, harmonising the realms of art, design, technology & science within the School of Design.

This interwoven geometric pattern is symmetrical & minimalist. The design communicates a combination of heritage & modernity, hinting at the blending of tradition & innovation—the very hallmark of this leading design school.

The new logo for the School of Design is a refined & sophisticated conveying both creativity & precision. It features a clean, minimalist typographic treatment. The contrast between these two typefaces reflects a balance between modern innovation & traditional craftsmanship—an embodiment of the School’s ethos.

Guiding Principles

The new brand tagline, “Legacy Inspired. Future Driven,” along with value statements like “Guided by research to harness innovation, & empower progress,” reflect the School of Design’s unwavering dedication to uniting historical influence with cutting-edge research & technological advancement.

These powerful messages embody the school’s role as a visionary leader, serving as a bridge between the rich traditions of the past & the limitless possibilities of the future.

By embracing this dual focus, the school positions itself at the forefront of academia within the creative industries, shaping the next generation of innovators & thought leaders.

Brand Purpose

“Guided by research to harness innovation, & empower progress. Our distinct inter-disciplinary approach brings together the diverse worlds of art, design, technology & science to impart the knowledge to help solve the challenges of tomorrow.

Joined-up thinking & real-world application combine to create a sustainable future where people & businesses not only thrive, but flourish with purpose & resilience.”

This messaging encapsulates the School of Design’s transformative vision: “Guided by research to harness innovation, & empower progress.” It speaks to the institution’s commitment to driving meaningful change by uniting art, design, technology, & science in a unique interdisciplinary approach. This fusion of diverse fields is more than just academic—it equips students with the practical knowledge & creative foresight needed to tackle the world’s most pressing challenges.

 

At the core of this vision is “joined-up thinking”—the ability to connect ideas across disciplines & apply them in real-world contexts. The result is a learning environment that nurtures sustainability & innovation, where both individuals & businesses can thrive with resilience & purpose. This message is one of empowerment: a belief in the potential to not only create a better future but to do so in a way that enriches society & drives lasting progress. The School of Design positions itself as a beacon of leadership, inspiring those who will shape tomorrow’s world.

Project Deliverables

Brand Workshop
Research & Brand Strategy
Brand Positioning
Brand Identity
Logo Design
Corporate Stationery Design
Copy Writing
Website Design & Development
Social Media Page Design
Creative Consultancy & Project Management

Brand Imagery & Art Direction

Ultimately, the imagery & design work together to convey a narrative of forward-thinking creativity, rigorous academic pursuit, & an unwavering commitment to shaping the future of the creative industries.

The imagery & art direction exemplify a powerful & cohesive visual identity for the School of Design, enhancing the brand’s presence in a highly professional & inspirational manner.

The use of imagery reinforces the institution’s authoritative presence,  visually captivating & further emphasising the school’s interdisciplinary ethos.

These visuals communicate expertise in both creative & technical domains, reflecting the school’s deep engagement with innovation, research, & craftsmanship.

Consistency & Cohesion

Creating & expressing a bold new visual identity through a comprehensive set of brand guidelines was essential to lay the foundation for success. These guidelines empower consistency across every future project, from dynamic & functional digital templates to eye-catching, professional printed corporate materials. This clarity ensures that every touchpoint reflects the brand’s vision, reinforcing its impact & driving it forward.

The Online Experience

The proposed website design for the “School of Design” presents an exceptional blend of minimalism & elegance, creating a professional & visually compelling digital experience. The clean, modern typography, especially with the prominent use of the “School of Design” logo, reflects a bold yet sophisticated identity. The balance between large headlines & crisp, subtle imagery keeps the layout uncluttered, allowing the content to breathe and flow naturally.

The layout smartly utilizes white space, enhancing readability while providing a fresh & contemporary feel. The integration of high-quality images, juxtaposed against neutral backgrounds, showcases the school’s focus on creativity & innovation in a visually appealing manner. The sections are well-organised, guiding the user through the content seamlessly, & the mix of lifestyle imagery with design elements denotes highly thoughtful, user-centered approach.

 

Furthermore, the call-to-actions are subtle but effective, maintaining the overall aesthetic while prompting engagement. The entire design is sleek, intuitive, & exudes professionalism, perfectly capturing the essence of a forward-thinking institution focused on design, research, & progress. This website design is not only functional but also a strong representation of the brand, leaving a lasting impression on its visitors.

In Summary

Fable&Co’s branding project for the School of Design is a fusion of creativity, clarity, & innovation. It exudes sophistication & forward-thinking design, ensuring that every detail—from digital interfaces to printed materials—reflects the essence of the brand’s mission: legacy-inspired and future-driven.

The consistency of the typography & the minimalist aesthetic demonstrate a deep commitment to elegance & professionalism, while the use of negative space allows the brand to breathe & speak volumes without unnecessary complexity.

This seamless blend of timeless elegance & modern aesthetics not only captures the school’s values but also establishes a strong foundation for future growth & adaptability.

By marrying bold, minimalistic design with strategic consistency, Fable&Co has created a visual identity that is both dynamic, progressive & enduring, setting the School of Design apart as a leader in the creative landscape. The branding radiates confidence & vision, inspiring students, faculty, & partners to align with a forward-looking, innovative institution that celebrates both its rich heritage & its drive to shape the future.

 

Personally, what makes this project truly inspiring is how it blends modernity with purpose, staying rooted in research & progress. The refined look & feel not only embody the school’s philosophy but also set a high standard for visual communication in the design world. This project is a testament to the power of thoughtful design, demonstrating how a clear, striking brand identity can elevate a message & inspire future generations of designers. It’s a bold reminder that creativity, when well-executed, can leave a lasting legacy.

– Ross Davison, Managing / Creative Director, Fable&Co.

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