Identity Standards

Our logos and trademarks serve as a strong visual identity, establishing standards for consistency and ensuring the integrity of Amity College's graphic identity. Likewise, the words which we use to refer to our institution help to define who we are for ourselves and our constituencies. We therefore have set up institutional standards for both our visual identification and for our language about the college.


These standards apply to any individual or group acting as an official unit or representative of Amity College publicising the college in any way.  This particularly applies to any use of Amity College logo or mark for any purpose. These are registered trademarks of Amity College and may only be used with the college's consent.  The Identity Standards apply to all areas of the college, including, but not limited to, students, faculty, staff, departments, community members, businesses, non-profit organisations, alumni groups, clubs and organisations, outside printers, vendors and manufacturers. The college has the right and responsibility to monitor every use in order to protect its graphic and verbal identity (under UK trademark law and Amity College's policy).

If you have any questions about the Graphic Identity Program, please contact College Communications at +44 (0) 208 947 1338.



Although officially and formally our name is Amity College, that name in its full nomenclature only should appear on official, legal and ceremonial college documents or materials such as diplomas, contracts, commencement regalia, etc.



Amity College London

Amity Educational Limited (legal documentation only)






Amity College London

Amity College



Both high-resolution (for printed materials) and low-resolution (for the web) versions of the official logo and other marks are available.



1. A version of the official logo must appear on the front of all materials (publications, websites, etc.) and in the address block if included. For larger publications, the logo must appear on the cover, title page and back cover.

2. The Graphic Identity Program applies to all visual representations of the college – printed materials, signs, video productions, exhibit materials, web pages, email and other electronic newsletters, vehicles, apparel, merchandising, promotional items, etc.

3. The symbols of the logo system cannot be modified or altered in any way, and they cannot be combined with other logos or images. In those instances where Amity College is a co-sponsor or co-participant in a program or activity, the logos may be used jointly with logos of other sponsoring organizations with the approval of College Communications.  Logos should always be reproduced from high-resolution camera-ready copies or digital files in order to maintain a high level of quality.

4.  The logo may never have any graphic, text, photo or other image obscure or run over any portion of the logo (use as a watermark is the one exception to this rule).  The logo may never be cropped or altered.

5.  All academic, administrative and support units of the college are required to use the approved letterhead style on all stationery, envelopes and business cards.

6. Independent logos for individual departments, offices and programs are not allowed, as they may create confusion and may conflict with the overall college brand.  The name of departments and other units may be placed under the logo as shown in the graphic identity standards.

7. Exceptions to these standards must be approved in advance by the Office of College Communications.


"Publications" include traditional printed materials, electronic communications (web and mass distribution HTML emails) and video. All communications to external audiences (including students) must be approved by College Communications prior to distribution.


Print Publications
Examples of print publications include: advertisements, announcements, annual reports (for public distribution), banners, business cards, billboards, brochures, catalogues, fact sheets, flyers, forms, envelopes, event programs, informational booklets, letterhead, magazines, newsletters, postcards, posters, promotional or recruitment materials, and reports (for public distribution).

Web Publications
Web pages that appear on the Amity College official site (www.amitycollege.co.uk) are required to go through a review before publishing.  Web guidelines are available to assist you with getting your content published and can be found here: 


Video Publications
Official video productions related to promotion, education or archiving and are designed for public broadcast on cable, satellite, webcasts, iTunes, YouTube and/or other web or on-line distribution, should use the standard Amity College logo in its credits.

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