The distinctive and energetic typographic brand was designed to reflect the multidisciplinary and vibrant nature of the institution.
Bureau also designed the individual branding for the family of faculties that make up the London Met. Within this faculty, the Cass brand stands out whilst still having a visual relationship, enabled through the use of the same typeface (AG Grotesk)
The brand is designed to be usable independent or over imagery.
In online usage, the brand fits neatly into the system of branding designed for the London Met, whilst giving a strong sense of coherency and identity to the material.
Akzidenz Grotesk was selected as the brand typeface for its accessible, uncomplicated and humanist feel.