Goldsmiths, University of London
We enabled Goldsmiths to find its personality and character with a major repositioning. The new look and set of brand tools will help the university to be powerful and flexible in the way it communicates to a diverse range of stakeholders. More+
Being a close-knit community with rich academic heritage, Goldsmiths is renowned as a creative powerhouse and thought-provoking institution. A place in which everyone, staff and students, are always learning and always questioning.
Having conducted an extensive audit it became clear that the University’s brand needed to be more reflective of this distinct character. A character that tells a clear story, enabling people to understand who they are and what they stand for.
Our solution is a kit of dynamic parts that work together, whereby the logo has remained neutral. Vibrant punchy colours one minute and more subdued ones the next. Depending on the message, striking images sometimes appear as full bleed or as thumbnails that hold a narrative.
Unlike any other University typography is used almost as image with inspiration coming from classic ‘socio-political’ posters. The three distinct typefaces: Druk, with its 22 weights, Graphik and Publico are deployed in different ways in conjunction with short, sharp statements reflected by the new tone of voice.
Director of communications and campaigns at Goldsmiths Liz Hutchinson says: “Our brand now has the ability to change its tone depending on the situation and target audience; when it needs to be serious it can be, but it can also be bright and effervescent. Spy Studio has been instrumental in helping us achieve this.”
Contextual photography: Kevin Moran