Department of Biology

by Peloton Design Limited

A commission by the University of Oxford to
create a new brand ‘Department of Biology’
from the merger of two Department, Plant
Science and Zoology.
We carried out qualitative stakeholder
interviews with staff and students to ensure
the new brand effectively communicated
the new formation of the department and
establish the faculty as a global leader. This
design emerged strongly through the research
as it encapsulated the coming together of the
new department in a visually appealing and
striking way.
The B shaped logo provides a window
into the natural world and Peloton worked in
collaboration with the Ashmolean Museum,
botanical artist, Rosemary Wise and natural
world artist, Sandra Doyle to create a diverse
suite of logos for the department.
The brand will be at the heart of the Life and
Mind Building which is due to open in 2024.
– Brand research
– Identity and guidelines
– Stationery
– Signage


Gold in Logos 2022

Created by:

Lead Designer

Karen Bird

Design Company

Peloton Design Limited

Profile Website

click here

Project Website

click here


University of Oxford

Design Team

Tom Castle / Karen Bird


Entrant Companies

Peloton Design Ltd, GB

Individual Credits

Illustrator: Rosemary Wise