Imperial "look, no comma" College London this week launched its new brand identity with an outline of its characteristics. It states that Imperial's personality is "authoritative, not dictatorial" with "plain speakers, not mystifyers". The presentation is illustrated with pictures of pens, umbrellas and a kite bearing slogans including "reinvent" and "above beyond". Perhaps Imperial can inspire Middlesex University, which also plans to change its corporate identity and is even considering moving away from its famous "M" logo.