Visual Identity for MA Service Design London College of Communication

Overview

This visual identity guideline was developed as a rapid-response design sprint and establishes a systematic visual identity for the MA Service Design course at London College of Communication UAL.

Challenge

The primary objective was to inherit a legacy colour footprint from the previous course promotions and materials, and transform it into a cohesive, functional design system. The final deliverable provides a self-governing brand framework designed to organise complex layout touchpoints seamlessly, while visually representing the course’s ethos.

Because service design as a discipline deals with complex and non-linear human ecosystems, the visual identity needed to break away from static and restrained grids and frameworks. The conceptual narrative was developed by taking inspiration fromtion from the basic design theories and the course ideology directly to the typography, colour choices and visual layouts.

Visual moodboard and inspirations for the brand identity and style guide

Previous course material and colour palettes

Ideation and narrative building

Designed by Marium Jamal for MASD, London College of Communication, 2026. All intellectual property rights belong to the designer and the course. Displayed here for portfolio purposes only.