LCME’s New Brand Identity: Empowering People Through Performance
London College of Music Examinations (LCME) is proud to announce the launch of its new brand identity. This refresh marks a significant milestone in our 137-year journey, reflecting our commitment to growth and adaptability in the ever-evolving world of performance exams.
Our new visual identity doesn't depart from our core values but more accurately reflects them and represents who we are today and where we're headed. It maintains the richness of our heritage while introducing a fresh, contemporary feel that resonates with our diverse, global community of performers.
At the heart of our new brand is our mission: "Empowering People Through Performance". This ethos is reflected in every aspect of our new visual identity. We've created a visual language that speaks to the energy, passion, and diversity of our awards and qualifications whilst staying true to our roots with a modern logo that builds on the LCME legacy to the vibrant colour palette based on publications from our archives.
Ben Norbury, Head of Exams at LCME, commented: "This rebranding journey is a testament to our commitment to excellence and innovation while also helping us to standardise the whole LCME experience. It honours our rich history and fully embraces a future where we continue to empower performers at every stage of their journey."
What’s new
Key elements of our new brand include:
- A bold, modern logo designed for improved legibility, especially in digital contexts
- An expanded colour palette centred around our historic blue
- New typography enhancing readability across all platforms
- A versatile brand pattern derived from our wordmark
- Refined brand voice guidelines ensuring consistent and impactful communications
- Clear guidance for all stakeholders on how to use photos, illustrations and graphics to bring the LCME brand to life authentically
A phased approach
Our approach to implementing this new brand identity is sustainable. In line with the University of West London's Environmental Sustainability Strategy (2022-30), we're adopting a phased rollout. This means that while digital assets will be updated over the coming days, weeks and months, other materials will transition to the new brand as they naturally come up for replacement or reprinting.
What this means for you
This refresh is more than just a new look - it's a renewed commitment to providing world-class qualifications, fostering creativity, and opening doors to opportunities in higher education, the creative industries and beyond. It's a promise to continue evolving, innovating, and supporting our community in its pursuit of excellence.
We invite all our stakeholders - candidates, teachers, examiners, and partners - to explore our new brand identity and join us in this exciting new chapter of LCME's story.
For more information about our new brand and to access our updated resources, please click here.
Frequently Asked Questions
Why has LCME rebranded?
We've refreshed our brand for several reasons:
- To standardise our visual identity across all touchpoints, improving the experience for all our stakeholders. This standardisation will make it easier for everyone to engage with LCME materials and resources.
- To more accurately represent who we are today and align with our mission of empowering people through performance.
How does this affect the value of LCME qualifications?
The value and recognition of LCME qualifications remain unchanged. Our rebrand reinforces our commitment to excellence and innovation in performance exams.
How will the new brand standardisation benefit me?
The standardisation of our brand across all materials and platforms will create a more cohesive and user-friendly experience. Whether you're a candidate, teacher, examiner, or partner, you'll find it easier to recognise, navigate, and engage with LCME resources. This consistency will help streamline processes and improve communication across all our services.
How long will the transition to the new brand take?
We're taking a phased, sustainable approach. Digital assets will be updated starting on Monday 5 August, and all digital updates will be completed over the coming months. Physical materials will transition gradually as and when they naturally need to be replaced (e.g. when a new syllabus launches).
Will the LCME website change?
Yes, our main website will be updated to reflect our new brand identity. However, we are currently undertaking a website update project which will be completed by the end of the year, so expect a fully updated look and feel on the LCME website by late 2024.
I’m an LCME examiner/representative. Should I immediately replace all existing materials with the new branding?
You don't need to replace all existing materials immediately. However, we ask that you use the new branding for any new materials you create or when reprinting or updating existing ones. This gradual approach aligns with our sustainability goals.
I'm an LCME Exam Centre. What do I need to do?
We understand that you may not be able to replace all existing LCME materials immediately, and we recommend using the same phased approach we are adopting centrally. We encourage you to use the new logo and brand elements for any new or replacement materials. Please review the brand guidelines and incorporate the new visual identity into your LCME-related communications as soon as possible.
Where can I find the new logo and other brand assets?
The new LCME brand assets are available on our website. When using these assets, please refer to our brand guidelines.
We strongly encourage all stakeholders to read our new brand guidelines thoroughly. Please start using the new logo, fonts, and colour scheme as soon as possible for all official LCME marketing and communications materials. This includes digital content, new print materials, and any official LCME communications. If you're unsure about how to apply the new brand elements, please refer to the guidelines or contact us for assistance.
Will certificates and diplomas look different?
Certificates and diplomas will soon be updated with our new logo and coat of arms. We have also listened to customer feedback and will be modifying the design. This change will be implemented gradually to ensure a smooth transition.
How does this rebrand reflect LCME's values and mission?
Our new brand visually represents our mission of helping candidates unlock their full creative, academic and career potential through the transformative power of performance, as well as our core values: inclusive, established, academically connected, and forward-thinking.
How can I provide feedback on the new brand?
We welcome your feedback, thoughts and questions. You can submit them to us via the contact us form on the website.
Will exam syllabuses or assessment criteria change?
No, the rebrand doesn't affect our syllabuses or assessment criteria. These are reviewed and updated separately on a regular basis. Of course, the branding of future syllabuses will be updated with our fresh new look.
Will there be any changes to exam fees or processes?
No, the rebrand doesn't impact exam fees or processes. Any future changes to these would be communicated separately.
Does this rebrand mean LCME is changing its relationship with the University of West London?
Our relationship with UWL remains unchanged. We're still proud to be the only British performance exam board that is part of a university. In fact, this rebrand brings LCME and UWL even closer together. Our new values and colour scheme are closely aligned with the university's, reflecting our shared commitment to academic excellence, innovation, and inclusivity. This alignment strengthens our unique position in the market and reinforces the added value we offer through our university connection.
How does the rebrand align with sustainability efforts?
We're implementing the new brand gradually, updating materials as they naturally need replacing. This approach minimises waste and aligns with UWL's sustainability goals.