Leeds Arts Union Naming, Rebrand & Web Design As Leeds College of Art shifted to a University, it's Students' Union needed to shift as well. The problem: The Union was regarded as, not cool. We wanted to shift the identity to represent the students identities as cool, rule-breaking, creatives. One way we tackled the problem was in the naming. Instead of naming it the obvious choice - Leeds Arts University Union, we changed the name to Leeds Arts Union. By placing the word 'Art' directly next to 'Union', the name reflects the unique nature of the Union being for a specialist arts community. It helps to empower the creative students to see themselves not just as students, but creative practitioners. The logo needed to be clean, a blank slate really. The logo needed to be simple enough that it could go on posters and flyers that are illustrated and designed by a new batch of students each year. It needs to be flexible and succinct. The Union changes yearly, with the election of new student officers, the simple logo is a constant in a creative, ever-changing, community.