Upgrading the visual treatment for a world-class specialist college.
After over 40 years, the governing body elected to replace the college brand identity that had served them since the school’s beginning in 1965.
I was commissioned by an independent marketing team to work alongside them in reviewing and proposing a set of research-led responses. The brief called for a selection of treatments that would run the gamut from radical to safe.
Four creative paths were presented against research findings that uncovered a range of beliefs and opinions around the activities of the college. The clients’ final choice was the result of an apparently democratic selection process involving governors, staff and students, and was the most evolutionary and conservative of the design options.
Below are some pages from the brand application manual produced as part of the design programme.
This particular construction combines four rather esoteric elements: the college’s latin motto, which means (roughly) ‘to the health of the spine by means of the hands’ ; an open volume representing learning; a variant on the staff of Asclepius from Greek mythology, wherein the stick is replaced by a human spine. And the date, 1965, the year that the college was founded.
That’s a lot of iconography to absorb in one quick viewing, but somehow this composition has an established ‘take me for granted’ appeal.
The logotype is a custom working of a version of the Caslon font, with special characters redrawn to create a unique feel to the signature.