University of London DEPTH logo

University of London—

Identity brings ‘depth’ to research group

Services: visual identity

DEPTH visual identity manual

Visual identity manual

DEPTH logo


DEPTH website banner

Website banner

DEPTH Twitter banner

Twitter banner


The London School of Hygiene & Tropical Medicine, part of the University of London, briefed us to create a logo and visual assets for a new research group called DEPTH – Dialogue, Evidence, Participation and Translation.


It is not desirable, nor possible, for a logo to attempt to say everything about an organisation. The amateur mistake is to throw the kitchen sink at it. Rather it should focus on the core brand idea or message. From our research we identified the two things the logo should express: ‘dialogue’ and ‘depth’ (as in the depth of the research). This led to the stylised speech bubble and compressed typeface and gradient colours accentuating the idea of depth.

Visual identity and assets

Along with the logo we created an entire visual identity. This was provided to the research group as a toolkit for them to use to ensure their materials look professional and consistent. We also designed the DEPTH website and Twitter banner images and social media profile icons – creating a distinctive, recognisable and consistent look.

“Advocate created a simple, smooth visual identity that we really like. It emphasises the theme of conversations and strikes the right balance between academic ‘seriousness’ with the lightness of touch that we like for our work.”

Cicely Marston, Associate Professor

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