Our visual identity
Our identity is evolving.
We have published an updated set of visual identity guidelines, bringing together both existing and new elements of the University's visual identity to ensure a clear, consistent approach to how we present ourselves.
Whilst some of the legacy guidance remains in place for now, we’ve refined and updated the majority of our guidance to better suit the University's needs now and in the future.
These guidelines are designed to help you navigate our evolving identity with clarity and confidence, providing practical direction while respecting the heritage of our brand. No large-scale changes are required - this is about thoughtful refinement and consistency moving forward.
Key areas with updated guidance include the University logo, colour palette, and typography.
View our visual identity guidelines in the Digital Media Library
- For guidance on written style, read our style guide.
- For writing web content, read our creating web content guide.
- Designers and videographers – please read designer and videographer note.
Why does visual identity matter?
A consistent identity helps us to be easily recognised and communicates professionalism. It can also communicate the University's 'personality' - our values and what the organisation is like.
The University has an excellent reputation to uphold. The way we present ourselves influences perceptions, so it’s important that our communications support this.
Flexibility
The University is a large and diverse organisation. Our visual identity has been designed to allow us to tailor communications to specific audiences whilst also maintaining a clear, coherent association with the University.
Design professionals around the University consult with each other regularly, to ensure good practice and consistent standards. If you need advice in applying this guidance or don't think it covers your situation, please talk to the design professionals in your service or in the Communications and Engagement team. You can email Brand and Creative at [email protected].
Working with suppliers
The University has approved suppliers (on supplier frameworks) for design, web, video and photography. You must work with these suppliers only. Read about our communications supplier frameworks and how they help you.
Our approved suppliers work alongside our University design teams and are familiar with our guidelines. Share these webpages with them. They will help you to use them correctly.
No design credits
Please do not credit the designer anywhere on a printed publication. As a member of staff, if you want to find out who designed any existing work, contact your faculty marketing team, or email the Brand and Creative team at [email protected] or email the University of Leeds Print and Mail service at [email protected], as applicable.