A comprehensive grid system anchors Fable&Co's rebrand of the University of Leeds’ School of Design

With a legacy spanning 150 years, the University of Leeds’ School of Design has long been at the forefront of creative education, not just in the UK, but worldwide. Encompassing art, design, technology and science, the school is renowned for its history and innovative, interdisciplinary, cutting-edge approach to design education and research.

To attract a diverse range of students, faculty and industry partnerships, its new identity – developed by UK-based brand design and marketing studio Fable&Co – positions Leeds School of Design as a forward-thinking beacon of creativity in the ever-evolving landscape of design education. In their approach, Fable&Co sought a delicate balance between structure and creativity, expressing the institution’s enthusiasm for pushing boundaries while maintaining a strong foundation in traditional principles.

Providing the “foundation and scaffolding” of the new visual language is a grid system that bridges the various academic disciplines. “Grids offer structure, balance and clarity, providing a versatile tool for organising complex ideas and visuals,” explains Creative Director Ross Davison and Design Director Issy Hall. “By adopting a grid-based approach, the School of Design reflects its commitment to blending creativity with precision, aligning with both the aesthetic and functional needs of diverse fields. This design system not only reinforces the institution’s interdisciplinary nature but also emphasises a cohesive and methodical way of thinking.”

The brand’s emblem is another representation of this concept, constructed from interlacing geometric forms. These intersections, according to Davidson and Hall, represent the multiple academic disciplines – harmonising the aforementioned realms of art, design, technology and science.

Another of the institution’s contrasts – legacy and modernity – is captured in the new tagline: “Legacy Inspired. Future Driven.” This duality is expressed via the redefined wordmark, which combines a clean, modern Swiss grotesk typeface for the keywords with the elegance of a traditional serif for the word ‘of.’

Fable&Co’s choice of colour palette is restrained yet impactful, allowing the school’s work and ideas to take centre stage. The imagery and art direction exude professionalism and inspiration, reinforcing the institution's authority in both creative and technical domains