Define Identity.

Our group came up with the problem : Leeds College of Art and dEsign logo does not represent the identity of the college. We needed evidence and proof of this so we did a pilot survey of mixed staff and pupils, the results were that 84% of people asked said that the logo didnt represent the college. We then went on to gather a large amount of research to back up our problem through:

• Questionnaires - open and closed
• Survey ranking LCAD logo against other logos
• Interview with principle
• Historical research about the college
• Multiple choice questions.

Our results concluded that in the opinion of people we asked the logo did not represent the college, through various reasons, such as it reminded them of a roman mosaic, it did not stand for all areas of art and design, the colour also seemed to be a big issue with some people. The appropriate answer to our problem was to create an open competition to design a new college logo.