The concept is built around the idea of ‘transforming’ and is dynamic, progressive and ambitious. This reflects the values of Transforming UCL and the university as a whole.
The word ‘transforming’ suggests shifting from one state to another, and must be communicated as a positive change in this context.
The concept takes the word ‘transforming’ as its basis, and uses the letterforms to create depth and shape, to show the transformation from one form to another.
The infinite flexibility of this concept means that it can range from the vibrant and colourful, or subtle in the background so that it is a constant presence, and recognisably ‘Transforming UCL’ but allowing the important message to stand out at the forefront.
