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. Requirements – Brand research – Identity and guidelines – Stationery – Signage