The distinctive ‘keyhole’ negative space makes me think the typeface is Berthold Akzidenz-Grotesk Super and such a bold choice is rewarded by some pleasing contrast of curves and straight lines with the three letters. Anchored on the baseline, the letterforms bleeding out makes for a versatile mark; lending itself for different colour options and image treatments that don’t undermine the strong black block. The only puzzling thing for me is the floating building. I imagine it’s there to provide another point of interest and seeking to create a sense of tradition and place, which it does competently, but is a little outshone by the type.

Special mention too for the excellent online documentation on how to implement the brand

http://www.ucl.ac.uk/visual-identity/online-content/corporate-identity-gallery

http://www.ucl.ac.uk/visual-identity

Tagged : English , London , Brand Guidelines , Russell Group , Monocolour , Science and Engineering South (SES) , Sans-serif , Uppercase

Read the Wikipedia entry Visit website Read the brand guidelines