It also expresses the vitality and richness of City's London location. The four City blocks spell out the word City, the University's 'brand name', and the City namestyle always appears alongside giving the University's full name, City University, London. The word London has been added to reinforce the importance of City's location and to help with recognition. The City letters The four letterforms that spell out the word City, in four different combinations, are inspired by City's London location. The logo is bold and distinctive, not least in its four variations.
City is an innovative and confident institution.
From the outset, the new visual identity was developed to work effectively in electronic media. On the web site the logo appears in animated form. The eye-catching City blocks are balanced by the cool and understated typography of the namestyle. The logo itself takes a very simple structure of four letters in four squares, which are presented consistently. A visual identity is more than a new logo.