Case Study
CLIENT: David Game Higher Education
VISUAL IDENTITY
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University Centre David Game
LOGO ITERATION & REFINEMENT / SOCIAL MEDIA POSTS /
CONCEPT DEVELOPMENT / ART DIRECTION / DESIGN RATIONALE
PRINT DESIGN & PRODUCTION READY / LAYOUT & COMPOSITION
CONTEXT
UCDG is a sister brand under David Game Higher Education, focused on international postgraduate recruitment in London. The identity needed to feel confident and postgraduate-level, while still clearly belonging to the DGHE umbrella brand.
THE BRIEF
Create a distinct but connected visual identity for UCDG that communicates academic credibility, practical industry-relevant education and student support. A key constraint is balancing brand hierarchy and legal wording with clear visual emphasis.
LOGO
PROCESS
LOGO & COLOUR PALETTE
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.
To meet the need for a more confident postgraduate feel while staying close to DGHE, we developed three concept routes: one closely aligned to the DGHE logo, one “in between”, and one deliberately different to challenge the brief and explore a bolder standalone university identity. The client chose the “in between” route. The closest option was considered too similar to DGHE and potentially confusing, while the boldest route helped stretch the conversation but wasn’t selected.
To maintain continuity, we retained the square format from DGHE as a familiar frame, then refined the typography to feel more autonomous. We positioned “UCDG” smaller in the corner to signal the shift toward postgraduate independence: students are more self-directed, with support still present but less “guided” than the DGHE college experience.
Colour-wise, we set UCDG in black and white as the primary palette, then kept DGHE’s green as an accent to maintain a clear visual link to the umbrella brand.
MY ROLE
Collaborated with the project Art Director to develop the logo through iteration and feedback
Designed the flyer and business card
Created social post mockups to give further context for how the identity could live digitally
Supported consistency across print and digital touchpoints
