A comprehensive grid system anchors Fable&Co's rebrand of the University of Leeds’ School of Design

With a legacy spanning 150 years, the University of Leeds’ School of Design has long been at the forefront of creative education, not just in the UK, but worldwide. Encompassing art, design, technology and science, the school is renowned for its history and innovative, interdisciplinary, cutting-edge approach to design education and research. To attract a diverse range of students, faculty and industry partnerships, its new identity – developed by UK-based brand design and marketing studio Fable&Co – positions Leeds School of Design as a forward-thinking beacon of creativity in the ever-evolving landscape of design education. In their approach, Fable&Co sought a delicate balance between structure and creativity, expressing the institution’s enthusiasm for pushing boundaries while maintaining a strong foundation in traditional principles. Providing the “foundation and scaffolding” of the new visual language is a grid system that bridges the various academic disciplines. “Grids offer structure, balance and clarity, providing a versatile tool for organising complex ideas and visuals,” explains Creative Director Ross Davison and Design Director Issy Hall. “By adopting a grid-based approach, the School of Design reflects its commitment to blending creativity with precision, aligning with both the aesthetic and functional needs of diverse fields. This design system not only reinforces the institution’s interdisciplinary nature but also emphasises a cohesive and methodical way of thinking.”