case study: BRAND IDENTITY
UNIVERSITY CENTRE
AT DGHE
Collaborated on Art Direction | Logo Design | Typography
Print Design | Brand Strategy | Social Media Design
Client Communication | Collaborative Design Process
Brand identity for the University Centre at David Game College, a sister brand under David Game Higher Education, offering postgraduate programs designed to provide practical, industry-relevant education in one of the world’s most dynamic cities.
In this collaborative project, I worked alongside a team to develop the brand’s identity, contributing closely to art direction, and visual identity creation. I also independently designed the social media posts, aligning them with the established branding to create a cohesive digital presence. Throughout, I contributed to client communication and collaborated on print and digital assets to ensure consistency across platforms.
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As a sister brand under David Game Higher Education, the University Centre at David Game College (UCDG) needed a distinctive identity that would appeal to international postgraduate students while maintaining a connection to the established DGHE brand.
The challenge was to convey UCDG’s focus on academic excellence, practical education, and student support, while positioning it as a credible hub for postgraduate education in London. The brand’s identity needed to work alongside DGHE’s established logo, while also allowing UCDG to stand out as a separate entity. Additionally, we had to incorporate all the required legal wording, creating the correct hierarchy and deciding what to emphasise.
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In response to the brief, after exploring multiple design routes, presentations, and gathering feedback, we kept the square shape from the DGHE logo to ensure continuity while giving UCDG its own identity. The typography and size of the text within the square reflect the shift from the highly guided undergraduate education to the more independent, student-driven postgraduate experience. We chose a bold and refined type to symbolise the autonomy of the students, with the square framing acting as a flexible support structure for their journey.
After testing the addition of 'London' in the logo, we found it enhanced UCDG’s appeal, especially for international students. This version was well received, highlighting London as a key selling point.
We developed the main logo, two icon variations, and a compact version for browser tabs and social media.
After testing several colour schemes, we decided to retain one of DGHE’s main colours, reinforcing the connection between the brands, while allowing UCDG to establish itself as a unique, but cohesive, entity within the David Game College group.
DEVELOPMENT
WORK
LOGO
Below, I showcase the process leading to the final logo design, developed through extensive experimentation, iteration, and feedback. By researching the competition and understanding the target audience, we explored various concepts to create a strong and relevant visual identity for the University Centre at David Game College.
