Our brand themes

Our brand themes are the six topics that define us, based on extensive research and consultation within our community.

Each theme explores a different part of our identity. They aren’t statements to memorise, or boilerplates to drop in: they’re strategic anchors to ground our communications in what matters most.

  • Here, research makes an impact
  • Here, the capital creates curiosity
  • Here, everything interconnects
  • Here, excellence is not optional
  • Here, innovation comes first
  • Here, diverse views drive us forward
Using our brand in your writing
Two staff members sitting a desk and looking at a computer screen.

Using our brand in your writing

How to use our brand themes in your copy, so they work in your context and for your audience.

More about our brand

Navigate to Our brand idea
Core brand idea 'Here, it can happen' in white text on a dark purple background

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.

Navigate to Our brand narrative
Blurred white writing on a dark purple background. The words 'where passions are discovered' can be seen

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.

Navigate to Our brand heritage
Close up of a UCL blazer showing the UCL crest stitched in heritage blue

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.

Navigate to How we got here
'Here, it can happen' written on a screen in the background with an audience in the foreground.

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.