Sebastian Koseda
Founder · Designer
In their own words
There is a staggering variety of functions we ask of a modern brand identity.
William and I created a deconstructed version of the crest, and skinned it in materials that represent the different courses at the RCA.
I decided that instead of choosing something trend-driven, why not use Helvetica and modify it year on year?
The cuts in the ‘H’ elude to arrows pointing forward and backwards, a nod to the future facing, progressive nature of the institution, whilst retrospectively celebrating its heritage.
Articles & interviews
- "Frontify and Studios Debate: Can Brand Flexibility Go Too Far?"
The article, part of The Brand Identity’s 'The Shift' series in collaboration with Frontify, explores the balance between fixed and flexible brand systems. Featuring insights from Studio Koseda, Snøhetta Design, and JKR, it examines how modern identities adapt across touchpoints while maintaining recognisability. The discussion highlights projects for RCA, Mozilla, and Recreate as examples of dynamic yet consistent branding.
- Studio Koseda’s degree show identity for RCA2023 puts a progressive spin on classic elements
Studio Koseda, led by RCA alumnus Sebastian Koseda, designed the 2023 Royal College of Art degree show identity as a conceptual reimagining of the institution’s royal crest. The project uses 3D-rendered materials, animated flags, and a customised Helvetica typeface to balance heritage with progressiveness. The identity also establishes a flexible system and guidelines for future RCA shows.