Case Study: Imperial College London achieves a confident, modern brand identity with Pentagram

Imperial College London strengthens its brand with Pentagram after 1990s identity held back communications

Imperial College London, one of the world's top-ten universities, faced a challenge with its outdated and disjointed visual identity from the 1990s, which lacked a cohesive brand proposition. This inconsistency hindered the effectiveness of its communications, marketing, and fundraising efforts. To enhance its global presence, the university hired Pentagram to develop a new brand strategy and identity.

Pentagram created a confident and modern brand identity for Imperial, centered on a bespoke wordmark and a new custom typeface. The solution included a refreshed logo using "Imperial" as the official shorthand, a new color palette, and a suite of icons and patterns. This cohesive system successfully articulates Imperial's unique offer and forward-looking vision, with measurable benefits expected across student recruitment, communications, and fundraising.

Imperial College London