When I look at Imperial’s new visual identity, I feel something familiar: the tension between invisible design and design that can’t be ignored. The college’s rebrand — officially launched in early 2024 — is not just a refresher; it is a statement of ambition, scale, and identity. As I’ve learned from design philosophy, the best designs disappear into the experience.
However, this one demands to be discussed — and that tells us a great deal.
Imperial’s Brand Project, developed in collaboration with Pentagram and Open Inclusion, was rooted in research: stakeholder interviews, surveys, and focus groups aimed at defining what “Imperial” means today.
The college distilled its identity into a visual shorthand: the carefully chosen typography, a new logo that foregrounds simply “Imperial”, and a refined palette that echoes science heritage and global ambition.
Yet, this clarity comes with controversy.
By dropping “College London” from the logo, the rebrand sparked a backlash — some say it downplays Imperial’s roots and overlooks historically loaded connotations. Others criticize the cost: the rebrand reportedly cost nearly £435,000, covering everything from a bespoke font to signage and an animated video.
In my mind, that’s the paradox of branding: you want it to feel seamless and natural, but making something feel effortless often requires enormous effort. For users (students, staff, alumni), an “invisible” brand doesn’t mean “boring” — it means confidence, clarity, and purpose.
Imperial’s refreshed identity wants to be modern and expressive, but it also wants to carry weight. It wants to reflect its scientific heritage and scale, without becoming stale or grandiose.
Even the textures in its physical spaces are part of that story: for example, Pipet Design was commissioned to produce bespoke fabrics for Imperial’s refurbished campus spaces, weaving the logo motif into sustainable, recycled textiles.
These are subtle touches — design that’s quiet but meaningful.
But because the rebrand is so visible, many are reminding us: good design isn’t always invisible, especially when it’s about identity, heritage, and change. Imperial’s new brand is bold enough to be noticed — but if it works as intended, the experience of being part of Imperial will feel natural, not forced.
I think this rebrand is a real-life illustration that good design walks a tightrope: aiming for seamlessness, but sometimes it must stand out, ask questions, and challenge assumptions — especially when redefining something as historic and powerful as an institution like Imperial.
