brand guidelines

Our university’s logo is the ‘face’ of our brand. It’s the single most visible representation of our university’s philosophy, beliefs, values and ambitions. That’s why it’s important to use the logo in a consistent way. We also have a number of sub-brands which use their name alongside the logomark of the Leeds Beckett University logo.

Use our approved logos and guidelines when using any of our logo family.

We use three main typefaces

• Aveny T LBU
• DIN
• TT Jenevers

Aveny T LBU is our headline typeface, working perfectly to convey punchy messages at any scale. DIN is our supporting typeface designed for legibility and efficiency. TT Jenevers is ideally suited for more formal applications.

Our alternative font is Arial, which can be found across Windows and Mac.

The Leeds Beckett primary palette consists of our three core colours:

• Beckett Purple
• Black
• White

The primary brand colour,  Beckett Purple, should appear on all materials - either printed or digital.

To help create a distinguishing voice for our different audiences or campaigns, other colour swatches are separated into additional palette options.

To help our audiences understand what Leeds Beckett University stands for, and to help us communicate our beliefs, we must present them in a unified and consistent way.

Our tone of voice guide will help you to to distinguish between writing as yourself and writing as our university, and to understand how our core values are translated into the content we create.

Strong photography is key to telling the story of Leeds Beckett University. Our photographic approach uses a ‘fly on the wall’ style, with genuine, natural moments captured. It should reflect our vibrant and diverse community.

Our brand is built on several elements working strongly together, particularly the relationships between typography, colour and photography. In certain instances where all three elements cannot be featured (for example, photography on signage), it is important to establish a graphic styling or device that can not only sustain the overall identity, but elevate and enrich it.

The vertical blocks are born from our brand characteristics. They are an abstract representation of our community, reflecting a sense of collaboration and progress - of different parts forming a whole. This graphic device is confident, contemporary and flexible in terms of its application.

You can find out more about this approach and see the vertical blocks in use by downloading the full University Brand Guidelines.

We've created a library of simple graphic icons that can be used for any of our university’s communications, whether they're on- or offline. These will help establish identity and continuity across all schools and services.