Hereford College of Arts

A radical rebrand for a college dedicated to the arts

Hereford College of Arts came to us looking to create a new visual identity that set a precedent for University-level recognition, while still expressing it’s core character and welcoming personality.

Hereford College of Arts (HCA) is a rarity; a college dedicated to arts courses, in a vibrant community that encourages collaboration and creative exploration. Students are given the luxury of their own desk space to personalise, which turns the whole college into a living, breathing mood-board of ideas, textures and collages. A truly interdisciplinary approach also means that HCA students can enrol in any workshop across the college when needed.

These characteristics set the major theme for our rebrand: customise your creative space. With this in mind, the cornerstone of the brand is the HCA monogram; a badge of honour that is both easily recognisable and perfect for the whole HCA community to make their own.

The three bespoke letters ‘HCA’ form an incomplete outline in reference to the brand idea of ‘limitless creativity’ and care was made to ensure they can be stencilled and easily built to stand up on their own. The letters resemble solid structural forms, which suit the ‘hands-on’, pragmatic nature of the creative courses at HCA.

The brand toolkit is designed to reflect more of the craft-focused, practical teaching and the eclectic atmosphere that is prevalent throughout the small campuses. A single unifying font–chosen to reference letterpress processes–unites the core of the brand and creates consistency, which frees up the rest of the identity to show off the students’ work in vibrant, overlapping image mosaics.

Following the creation of the visual identity, we have worked with HCA to create a visual language which has been rolled-out into magazines and prospectus’, ad campaigns across the UK, at UCAS fairs and through signage systems.


  • Hereford College of Arts

    The college has a diverse mix of students and offers courses in everything from film to blacksmithing

  • Hereford College of Arts logo

    The Hereford College of Arts monogram and typelogo lock-up

  • Hereford College of Arts monogram

    The monogram is designed to be open, placing the focus firmly on student work

  • Hereford College of Arts letterhead design

    The monogram is used as a stamp; a badge of honour that the HCA community can wear with pride

  • Hereford College of Art business card designs
  • Hereford College of Art student magazine design

    Student magazine design with a die cut sleeve

  • Hereford College of Art prospectus'

    Foundation Level and Higher Education Level prospectuses

  • Hereford College of Art prospectus designs

    Spreads from the 2017 Higher Education prospectus

  • Hereford College of Art ad campaign

    Copy-led recruitment ad campaign

  • Hereford College of Art iconography design

    The line-quality and structural appearance of the monogram formed a recognisable style for all of the college’s iconography

  • Hereford College of Art signage

    Campus signage and wayfinding constructed from varying materials

  • Hereford College of Art research

    The way that the students collect and collage research was referenced as a key theme within the identity through a "mosaic" device.

  • Hereford College of Arts UCAS stand design

    Design of signage and environmental graphics for 2017 UCAS stand

  • HCA brand guidelines

    Brand guidelines

  • Hereford College of Art student reinterpretations of monogram

    Various reinterpretations of the monogram by Foundation Level students

  • Animated Ident and title graphics for use on video content