The brand was developed by Katrina Damianou. Below is her explanation. We are being guided by this direction and applying the Bauhaus principles to how we design and deliver this course.
The more people see it, the more see other symbolism, such as Jo Rabin, who commented that with 12 pieces in the icon, it resembles the 12 buttons on a phone keypad.
A Sans-Serif font, in accord with the Bauhaus design philosophy — considered to be that most closely aligned to the principles of a positive user experience.
The Bauhaus school based its design philosophy on the principles that design should: be relevant to the needs of society; and utilize modern technology and materials to inexpensively meet consumer needs. The Bauhaus school promoted functional, inexpensive, consumer products where form follows function and less is more. This philosophy resulted in clean, simple and modern design.
The ACADEMY ‘C’
Clean, elegant and easy to read, the SF New Republic SC font nevertheless captures the reader’s attention by drawing the eye to the unique design of the letter ‘C’. The ‘loop’ of the ‘C’ here suggests:
1. Movement — i.e. it is a more kinetic interpretation than a regular capital ‘C’ — and thus communicates the dynamic nature and content of the course.
2. Direction — In accord with the goal-oriented objectives of the course, the ‘C’ is upward facing, suggesting positive forward movement and the “onwards and upwards” philosophy implicit in the individual pursuit of the learner’s goals.
Graphic/Stamp logo: A Bauhaus inspired ‘screen’ icon
The graphic here represents a “stripped back” screen face - a common interface across mobile phones, tablets and computers. The final coloured version draws from the UCL Advances logo colour palette and the blue tones in the Mobile Monday logo.