Building a distinctive brand story for UCL

01 March 2026

Claudia Monteiro considers how one of the world’s leading universities has built a new brand story.

Despite being ranked among the world’s top 10 universities, UCL had discovered that its brand lacked distinction and was lagging behind domestic and global competitors, it’s story just wasn’t cutting through. A story that was trading on heritage and tradition was missing out when other universities were creating modern brand experiences.

Working with UCL, CarringtonCrisp put in place a project to transform how UCL engages with its communities, better understanding what it’s story is today and how to communicate it. Interviews, focus groups, surveys, an academic advisory panel, Q&As with marcomms staff, and a Brand Board of senior leaders created an inclusive approach ensuring high levels of buy-in for the project.

A substantial amount of data ensured an entirely evidence-led approach, and became the basis for UCL’s recently unveiled brand refresh. The project could objectively review UCL’s brand coherence, its brand challenges and what was needed to build its brand equity.

What followed was a shift from the past to the present, from leading with history to relocating to UCLs contemporary heartland: welcoming, borderless and long-sighted.

Participants were less interested in the foundational story of UCL and much more exercised by its forward-thinking ethos. What might have been incredibly progressive in 1826 (a multi-faith university that also admitted women) was of little relevance today, but still had a message that needed updating.

CarringtonCrisp heard about academics sense of freedom at UCL; from the research that carried into cutting-edge medicine, from students who felt their knowledge is sought and invited into the classroom, and from alumni who wouldn’t have fitted into the ritualistic elements of Oxbridge but had a voice at UCL, regardless of their background.

Discovering UCL involved surveying 5,500 people in 25 countries, running 20 focus groups (with 200+ participants) and more than 50 interviews with staff and external organisations.

The UCL brand proposition was reframed to help celebrate what makes it unique: a challenging place that’s progressive, modern, contemporary, that leverage its scale and makes collaboration across disciplines real. Its intellectual powerhouse status is palpable. It turns out that the UCL experience is what makes it stand out as an organisation, along with its depth and breadth of excellence.

Working with our insights, the Johnson Banks creative agency moved UCL from concept to brand pillars, personality, tone, imagery and of course, the refreshed logo, which brings movement and light to one of its most iconic symbols. This February UCL launched its 200^th anniversary campaign, with a brand refresh to boot.

For too long, universities have funded marketing departments around the needs of recruitment campaigns. At a time of profound change for universities, UCL stayed truthful to its contemporary and forward-looking experience, understanding that long term growth goes hand in hand with the power of brand.

Building a distinctive brand story for UCL

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