Brand identity re-design for primary school
Madison Park Primary School
Brief
The purpose of this project was to:
- Create a new brand identity for an existing school
- Ensure the new brand identity is relevant, creative, polished and professional
- Ensure the new brand identity represents the school’s values and community’s aspirations
The existing school identity system was fragmented and inconsistent. This results in a loss of brand recognition. The current logo was also unrefined, giving it an unprofessional appearance.
We also assessed the logo market and identified a gap—no local school was using a graphic that represented education in their logo.
Research
The school community’s values and aspirations could be communicated through a simple graphic which touches on the following themes:
Education: The essence of why schools exist
Aspiration/ Inspiration: Anything that exists above head height that requires us to ‘reach up’ can symbolise our aspirations or our desire to achieve something that is normally out of reach. Celestial bodies of any description are always a good example.
Community: This theme can be represented simply with the repetition of any element so that one becomes a group of many.
Solution
Repeating and rotating this image creates several other layers of meaning:
- A group of students sitting in a circle reading
- A community
- A floral pattern representing growth
- The sun rising over the horizon, representing warmth and ‘a new start’.