Studio Koseda transforms and augments the royal crest in the identity for RCA’s 2024 degree show

Recognised in the UK as one of the leading institutions for post-graduate design education and design research, the Royal College of Art’s (RCA) reputation is certainly unquestionable. And while the royal crest and storied legacy of this institution paint a traditional picture, each year brings a fresh chance to showcase the inventive, curious, and surprising spirit of its studentship in exciting new ways. Studio Koseda, led by RCA alumni Sebastian Koseda, crafted an identity for the 2024 Graduate Show that captures “both the rebelliousness and playfulness of the RCA students.” Faced with the challenge of representing a diverse array of work presented across various London venues – Battersea, White City, and the Truman Brewery in Shoreditch – the identity needed to be adaptable. Furthermore, it had to complement student works, printed materials, and digital formats without taking centre stage. Koseda continues 2023’s design by using the definitive graphics card as the key element, describing it as “a visual workhorse” that can be cut and shaped for wayfinding and communication purposes. Similarly, a visual workhorse of the type world, Helvetica is the leading display typeface of the identity. “We wanted something that was accessible and modifiable for all the students,” says Koseda. “The identity format will also be rolled out over the next few years, so it was important that we didn’t choose something that felt of the moment that could potentially date quickly.”