UCL Global University

UCL: Olympic Inspiration for London’s Global University

Ranked in the world’s top 10 universities, UCL has maintained its free-thinking credentials across the centuries. And that includes its approach to branding.


Our brand work for the university has been recognised at higher education sector award schemes such as Heist and CUBO. Our innovative designs for Astor College helped UCL win Halls of the Year at the Student Property Awards.


Working with the best

Now our environmental branding has been extended to its new campus UCL East. Designed by architects, Lifschutz Davidson Sandilands, One Pool Street is the first complex to open – two towers featuring some of the best student accommodation in London.


Our branding draws inspiration from the radical diversity and modernity of London’s Global University. Our new work for One Pool Street reflects the Olympic legacy of the new campus.


History and innovation

The key visual for One Pool Street features Demetrios Vikelas. The first President of the International Olympic Committee had a UCL connection: he took night-classes at the University! Around Vikelas, the collage shows abstract modern art that resembles the Olympic rings, an ancient Greek Discus thrower, a pair of trainers to represent student life, and an ancient Greek olive leaf wreath. In addition, we included Anish Kapoor’s Orbit, which is situated in Queen Elizabeth Olympic Park and is the UK’s largest work of public art.


Diversity and inclusion

The environmental branding for each floor shows different Olympic sports and diverse characters in a painterly style. Each athlete is intertwined with the number of the floor. Sports represented include cycling, gymnastics, fencing, karate, basketball, and volleyball. The figures celebrate the diversity and inclusion for which UCL has always been justly famous.


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