Our brand narrative
Our brand narrative is a story articulating what makes UCL so distinctive. When communicating our brand to the world, this narrative helps us stay on track.
“Here, centuries of discoveries have been made by people thinking non-stop about the future. Where thousands of staff and students gather from hundreds of countries to create a unique city within a city.
Here, eleven faculties study everything from the oldest language to the newest neuroscience. Where big plans and brave ideas have the scale and the support they need to succeed.
Here is a place for speaking your mind and being ready to change it. Where passions are discovered and friendships are forged that last a lifetime.
Here is a collection of the world’s finest minds, set free to do the best work of their lives – where 33 Nobel prize winners have studied or worked, and counting.
We are University College London. And here, it can happen.”
Using our brand in your writing
How to use our brand narrative in your copy, so it works in your context and for your audience.
Key links
Bicentenary narrative
Our bicentenary narrative tells of 200 years of progress and bold firsts, with our eyes firmly fixed on the future.
Writing guidelines
Our brand doesn't just define our visual identity; it provides a verbal one too. Here's how to use it in your marketing and communications.
More about our brand
Our brand idea
Four words sum up our brand: 'Here it can happen'. This phrase captures the unique sense of possibility and achievement that defines us. Brilliant things happen here - and will continue to do so.
Our brand themes
Our brand themes are the six topics that define us, based on extensive research and consultation within our community.
Our brand heritage
Each element of our visual brand is grounded in UCL's history, reflecting 200 years of people thinking non-stop about the future.
How we got here
Since summer 2023, we’ve listened to more than 7,100 staff, alumni and students across 25 countries to find out what UCL means to them – the people who make it what it is in the first place.