How do you refresh Multi-Academy Trust brand to maintain its proud traditions and at the same time reflect a new vision for the future?
After undergoing an internal review process and setting out new vision and values statements, Haberdashers’ Academies Trust South set Cleverbox that very same challenge.
The solution? Maintain the elements that are essential to the recognised brand and introduce new features such as contemporary typography, vibrant colour palettes, dynamic graphic elements and elegant use of photography. As a growing MAT with Primary, Secondary and Sixth Form academies, Haberdashers’ also needed a comprehensive suite of style guides that differentiated the marketing materials of the Trust from each of the school phases. The designs need to reflect each phase while keeping the whole brand identity consistent and recognisable as part of the same family.
Our partnership with Haberdashers’ included an in-depth briefing process, extensive creative development and the production of a comprehensive set of brand guidelines and marketing assets.
We are incredibly proud of the results.
Logo Development & Brand Guidelines
Haberdashers’ Academies Trust South came to us with a logo that was heavily weighted towards the crest and tied to a restrictive block form. A change of name and a new focus are reflected in the new layout and typography style. A bold slab serif font highlights the Haberdashers’ name and creates an equal weighting against the traditional crest. We introduced a standardised format for Primary, Secondary and Sixth Form logos with a set colour palette for each phase. Academy logo usage and colour guidelines were created so that any new schools can be seamlessly onboarded into the Trust style while protecting the integrity of the brand well into the future.
Find out more about our school logo design and branding services.
Trust Marketing Material Design Style
The next step was to create a visual style for the Trust to use across marketing materials and internal documents. One of the main challenges the Trust faced with its existing materials was that they did not reflect the progressive attitude to society and education that the Trust was now embracing. We took inspiration from the the Haberdashers’ crest and its historical links to medieval trades and crafts to create a modern graphical design motif that was more forward-looking in character. The geometric shapes and patterns of the design reference heraldry and ornamentation but in a bold and progressive way. Rich purple was chosen as the main Trust colour with a bright complimentary colour palette to be used to add vibrancy to the designs.
Academy Design Styles
We adapted the Trust design style for Primary, Secondary and Sixth Form, incorporating elements and design rules that would differentiate each school phase. The Primary style includes playful illustrations and bold typography. The Secondary style incorporates full bleed images and clean text areas to allow the curriculum offer to shine through. While the Sixth Form style focuses on older students as individuals taking charge of their own education. These designs were then rolled out across a range of the schools’ marketing materials to create a suite of design and layout examples including:
- School prospectuses
- Flyers
- Banners
- School signage
- Powerpoint Presentations
- Letterheads
- Website Designs
Brand Guidelines
Finally, we pulled all this together to create a comprehensive Brand Guide book outlining rules and expectations for the visual identity. This important document sets out the intentions behind the new brand, what not to do as well as suggestions and approved ways to use the new logos and design elements. Available for all internal staff and external suppliers, this Brand Guide will help ensure this finely crafted visual identity is safeguarded as the Trust and its marketing evolve.
The Cleverbox Approach
When it comes to branding a new Multi-Academy Trust or refreshing the visual identity of one already established, we start by establishing your current challenges and your future goals. Every project is different and we will tailor our approach to your unique circumstances. Another of our successful Multi-Academy Trust branding projects is our long-term partnership with the Harris Federation. Take a look at the Harris Federation Case Study to find out more.
Interested in finding out more?
Get in touch today to find out how Cleverbox can help you build and grow your trust brand on 0208 466 7222 or email team@cleverbox.co.uk.
Interested in finding out more?
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