Graphic pillars

Inspired by the graduating pillars in our logo, these graphics represent progress and movement. Use them in any design, from captions and text boxes, to patterns that bring our brand to life.

Information alert banner.

Only for use on flagship or permanent projects

Anyone working on projects celebrating our bicentenary or promoting related events should

use our bicentenary graphics.

The following guidance starts with the simplest way to use our graphic pillars, then goes into more detail for designers. It covers:   

 

How graphic pillars work

Each pillar set is made up of vertical bars and the spaces between them – the pillars and the gaps. 

Graphic explaining the pillars

Together, they form a sequence that can either contain content or reveal it through the spaces in between. 

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Adding pre-made graphic pillars or “stickers” to designs

The simplest way to add graphic pillars to your designs is with our pre-made stickers, which can be paired with text to highlight key messages and achievements. 

Hand holding a mobile phone showing UCL East Marshgate image with the UCL pillars graphic in purple across the sky, and the words 'Number 1' written in the graphic
A sample social post using a sticker.
Digital screen image showing the purple version of the new UCL logo and the pillars graphic displayed horizontally with the words 'Number one in the UK' written inside
A three-pillar sticker adds energy and movement to this poster.

They keep communication accessible while acting as a visual shorthand for the brand – a recognisable marker that conveys our identity without the need for a logo. 

Combining stickers with text

Text boxes help keep messaging accessible when placed over imagery – but on their own, they can feel static. By combining them with a sticker, you can add a sense of movement and energy to your layouts. 

A three pillar version of graphic pillars in mid purple on a dark purple background, with a mid purple text box on the end
Combining a sticker with a text box creates a pillar text box.

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Types of stickers

We have three different lengths of stickers that can be attached to text boxes: two-pillar, three-pillar and four-pillar.

Example showing a two pillar sticker attached to a text box containing the word 'Search' and a magnify icon.
How a two-pillar sticker could look beside a search bar.
Example showing an example of a social media post featuring a two column sticker attached to a text box.
A two-pillar sticker works well when horizontal space is limited.

The two-pillar sticker works well with small elements where space is tight, or when subtle branding is required, such as buttons or compact UX components. 

Example of a social media post featuring a three pillar sticker attached to a text box.
The three-pillar sticker in a vertical layout.
Example of a three pillar sticker attached to a website search field.
The three-pillar sticker used in a web component.

The three-pillar sticker is our most versatile sticker. It’s a reliable choice for most use cases, and works especially well with hero statements or squarer text boxes. 

Example of a digital screen featuring a four pillar sticker attached to a text box.
A four-pillar sticker highlighting information on a digital screen.
Example of a sign featuring a four pillar sticker attached to a text box.
A banner using a four-pillar sticker.

Use the four-pillar sticker with longer text boxes, captions, or lower thirds. It’s best suited to wide or landscape layouts where a lot of horizontal space is available. 

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Request a sticker

Contact the brand team with your requirements, and we'll send you the appropriate files.

UCL logo displayed on a fluttering dark purple flag at the top of a flagpole
Brand team

How to add a sticker to a text box

Stickers come in the form of vector files, so they can be easily placed and scaled within an image or content frame.

Example showing how a sticker should be used.
The built-in padding (x) equals the width of the first pillar (x).

Each sticker includes built-in padding set to the width of the first pillar. This helps you align it with the text box, and make sure the spacing is correct and consistent with all other layouts. 

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Graphic pillar patterns 

Example of how the pillars are used shown on a bus stop sized poster
A campaign poster using graphic pillar patterns.
The pillar design displayed as four vertical columns of varying stripe patterns, shown on a tote bag
A sample tote bag using graphic pillar patterns.

Some designs require a more complex or bespoke use of our graphic pillars, for instance a campaign billboard, or a new line of merchandise. 

In those cases, patterns derived from our graphic pillars are available on request.  

By replacing imagery, or containing text within layouts, they act as a decorative motif and a recognisable brand marker that conveys our identity without the need for a logo or text. 

They should feel alive, bringing energy and movement to our designs – but never overwhelming, particularly for people with photosensitive epilepsy or who are neurodiverse. 

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Request graphic pillar patterns

Contact the brand team with your requirements.

UCL logo displayed on a fluttering dark purple flag at the top of a flagpole
Brand team

Key links

Why pillars?
split image where the top half is a photograph of the portico pillars and the bottom half is the pillars stylised into purple columns of decreasing width

Why pillars?

Discover the history behind our visual identity.

Accessible to all
Image showing two different font versions of a lowercase letter g; one of which is less accessible to read because it has a closed loop tail. The new brand font has an open tail lowercase g

Accessible to all

How inclusivity and accessibility is at the heart of our refreshed brand.

Bicentenary graphics
Examples of the new branding shown on a notebook, social media screen and building banner

Bicentenary graphics

Add a sense of energy and movement to your UCL200 design layouts.

More visual guidelines

Navigate to Logo
UCL logo - UCL in thick white sans lettering with a stylised version of the portico in mid purple all against a dark purple background

Logo

Inspired by the most recognisable feature of our Bloomsbury campus, our logo is designed for clarity and accessibility across print and digital.

Navigate to Colour
The main UCL colour palette presented as colour blocks of varying size

Colour

Our signature purple palette is one of our brand’s most powerful ingredients. It should feature prominently in all our communications – not just the logo.

Navigate to Typography
A large capital and lowercase letter 'A' in the UCL font. Shown in dark purple against a light purple background.

Typography

Our brand typeface is unmistakeably UCL: designed especially for us, and according to our founding principle of being accessible to all.

Navigate to Animations
Three students walking through campus with the purple graphic pillars overlaid

Animations

Wherever you are in UCL, there's a sense of dynamism and possibility. Our animations help you add it to your videos, events and presentations.

Navigate to Photography
Students talking in a breakout area at UCL East Marshgate

Photography

Photography is our window onto life at UCL. Through it, our campus should feel alive, channelling our community and the energy that comes from being at the heart of one of the world's greatest cities.