Research - End of Year Show Branding - Collaborative Brief

University Building Originally Influenced by the Arts and Crafts Movement 
- could the style be replicated in a modern setting?

Leeds Arts University History

Leeds Arts University has been around since 1846 when Leeds Mechanics Institute merged with the Literart Institute creating Leeds School of Art. Coming together at Vernon Street in 1903 to evolve heavily influenced by the Art and Craft movement
– could this be a style we develop to connote the roots of the university?
- could we introduce a strained glass theme to the branding which might link to the colour and light used with the Arts and Craft movement, also linking to the mosaic - which might be a clear link for the general public.

Henry Moore and Barbara Hepworth enrolled 1919 and 1920
– could this be something else we celebrate within the branding? Perhaps we could have one of their pieces as a main feature – or work by students inspired by the two legends.

In 1950 the Basic Design course was created and a more scientific approach was encouraged in the students – so they could gain capacity for constructive criticism and understanding. Could the aesthetic of the branding focus on the order of creativity – objectivity/ how science can create art. Although in 1960 courses were made which took a more open minded, flexible approach.

Between 1968-93 the college was named Jacob Kramer College after a leading alumni who was famous for oil paintings. Many of his subjects have been painted with black eyes – could this be a feature, or perhaps could his paintings be adapted into a modern format.

In 2017 university status was granted – making them the only specialist arts university in the North of England!

Moodboard Developments

I developed moodboards to explore particular aesthetics of the university.

1. The first uses a lot of patterned, experimental and colourful material, yet I thought perhaps this is more the aesthetic of courses like illustration and printed textiles - not fully representative. Any branding created in this style would also be quite complex and we need one clear visual identity. 
2. The second moodboard shows some blue tones that appear consistent throughout the university branding, this colouring could be replicated in order to hold simple consistency - although this would definitely have to be explored further.
3. The black and white college included Otl Aicher pictograms and imagery of mirrors and strong symbols. This felt like one of the most successful experiments, as the style was bold, exciting, shape based and attracted a lot of attention. We discussed how we could include mirrors and pictograms into the imagery of our branding.
4. The final collage shows how imagery of people is one of the institutions main focuses, people could be included within the pictogram idea too. 

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