Imperial’s rebrand: when design refuses to be invisible

An opinion piece by Kerson, Senior Designer at Pink Orange Media

Imperial College’s new visual identity is one of the most talked-about higher education rebrands in recent years — not because it blends into the background, but because it refuses to. The refresh is ambitious, research-driven, and highly intentional: from the bespoke typography to the decision to foreground “Imperial” in the logo, every choice signals clarity, confidence and scale. But the rebrand also sparked controversy. Dropping “College London” raised questions about heritage, context, and meaning — a reminder that identity work is never just aesthetic. It’s emotional.

The tension at the heart of this project — between invisible design and design that demands attention — is something every institution faces. Good design typically disappears into the experience. But when an organization evolves, sometimes the visual system must step forward, reassert itself and guide the narrative. Imperial’s refresh doesn’t whisper its intentions. It makes them visible, knowing that a brand representing scientific heritage, global ambition and institutional confidence cannot afford to be timid.

Even the physical textures tell a story: bespoke fabrics, sustainable materials, and subtle patterning that weaves the brand into the environment. This is design that carries meaning — quiet in execution, bold in its implications. 

That is the paradox Kerson highlights: good design often aims for seamlessness, but sometimes it must stand out, ask questions and challenge assumptions, especially when redefining the identity of a historic institution.

What you’ll learn in the full blog:

• Why good design isn’t always invisible
• How heritage, clarity and controversy shape rebrand outcomes
• The deeper strategy behind Imperial’s bold visual decisions
• Why identity work must balance confidence with subtlety
• What institutions should consider before attempting a rebrand

👉 Read the full blog to dive deeper into Kerson’s take on Imperial’s new identity.

Thinking about whether your identity is still fit for purpose?Reply “Brand review” for an honest assessment or hit the button below to set up a meeting with Kerson.

<a href="kerson@pink-orange.co.uk?subject=I'd like to get your opinion on my Education brand" class="finsweet-edvertise-cta" target=“_blank”>Brand Review</a>

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Until next time,

Your friends in education marketing

Jayde & Ridhima