The School of Design and Creative Arts (SDCA) at Loughborough University had the reputation — but not the brand to match. Despite being a leader in design education and research, it lacked a strong, recognizable identity that captured its ethos of creativity, ethics, and real-world impact. The brief was clear: create a brand that feels as innovative as the work inside its walls. One that boosts visibility, sharpens differentiation, and builds pride across the SDCA community. The solution? A bold new logo built from the energy of doodles — free-flowing, spontaneous, and unapologetically creative. Every line captures the spirit of exploration and collaboration that defines SDCA. Anchored by the heritage of the Loughborough University crest, the new identity bridges past and future. It’s playful but professional, dynamic yet rooted. A brand that doesn’t just follow the rules — it rewrites them, while staying true to the University’s prestigious reputation.