Logo guidelines
The following guidance starts with the simplest way to use our logo, then goes into more detail for designers.
Only for use on flagship or permanent projects
Any projects celebrating our bicentenary or promoting related events should
use our UCL200 logo.Full-name logo
Research has shown us that the acronym “UCL” is not always recognisable in some parts of the world. The full-name version of our logo should therefore be used for audiences less familiar with UCL, such as prospective international students or staff.
Furthermore, the phrase “University College London” spelled out in full must appear somewhere in the layout of all external communications. If our full name does not appear elsewhere already, you should use this version of our logo.
Need the logo? Get in touch.
Get the right logo for your project by contacting the brand team with your requirements.
When colour reproduction is not possible, use the black version or the white version.
Alternative formats
Our logo also comes in different formats, for use in exceptional circumstances or when horizontal space is limited. These formats are only available for use with permission from the brand team.
Colour pairings
For the sake of accessibility, our logo should only be paired with the following background colours.
Full-colour logo
Full-colour logos can only be placed on white or dark purple backgrounds. These versions provide the clearest expression of our brand and should be used wherever possible.
Single-colour logo
Single-colour logos can be used more flexibly across a wider range of background colours, provided there is sufficient contrast and legibility.
Maintaining clear space round the logo
Clear space is defined by the width of the stem of the L. No other elements should enter this area.
The clear space can extend beyond the edge of a page and does not need to align with page margins. Its role is simply to protect the logo from crowding.
Positioning the logo
When the logo appears alongside other content, such as text, images, or graphics, it should sit in one of the four corners of the layout.
It can be used in any corner, depending on space and composition.
When the logo stands alone, for example on intro or end frames, holding slides, or screens with no other content, it may be placed centrally within the space.
For web layouts and digital interfaces, the logo should be positioned according to the rules of the UCL design system.
More visual guidelines
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.
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.
Typography
Our brand typeface is unmistakeably UCL: designed especially for us, and according to our founding principle of being accessible to all.
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.
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.