Leeds University Union is one of the biggest students’ unions in the UK, providing services to all sorts of students, many from overseas. When their union building underwent a 20 million refurbishment, they decided it was time to refresh their brand, with a flexible new identity for signage, interior graphics and their website. It also needed to work across the large number of printed materials that they produce for everything from events calendars to announcements.
We created extensive guidelines for a hugely flexible brand identity built around the L and U of Leeds University Union. We established several different iterations of the logo, using different geometric shapes and colour palettes to differentiate between areas of their work. These variations provided huge scope for playful experimentation, whilst establishing a distinctive core identity that delivered messages clearly and modernised all their communications.