St Gabriel's College Design & Branding ST GABRIEL'S COLLEGE BRANDING AND IDENTITY by ADDISON CORPORATE MARKETING

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ST GABRIEL'S COLLEGE BRANDING AND IDENTITY

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Industry Education
Media Design & Branding
Market United Kingdom
Agency ADDISON CORPORATE MARKETING
Designer Kieran Edwards
Released September 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: ST GABRIEL'S COLLEGE
Product/Service: ST GABRIEL'S COLLEGE
Agency: ADDISON CORPORATE MARKETING
Design Director: John-Paul Sykes (Addison)
Designer: Kieran Edwards (Addison)
Executive Director: James Brock (Addison)
Account Director: Sandra Vico (Addison)
Media placement: Brand Identity Artwork And Guidelines - Internal Documents - 1 September 2011

Describe the brief from the client
Following significant improvement in standards, 3 successful Ofsted inspections and a decision to become co-educational, the Governors of Charles Edward Brooke School in Lambeth, South London, took the bold decision to give itself a new name – St. Gabriel’s College – and new identity. We were asked to create this new identity, using as inspiration the history of the school and surrounding area, the diversity of faiths within the school and the school’s reputation for excellence in the creative arts.

Describe the challenges and key objectives

The main challenge was to retain the school’s strong core values while changing how it was perceived by the wider community, particularly in an area of London where many schools are failing. The main objective was to demonstrate the school’s ambition to provide ‘a brighter tomorrow’ to its pupils, building on the ethos of tolerance and diversity and showing how St. Gabriel’s manages to transcend religious differences – successfully marrying a set of diverse faiths with strong Christian foundations – through a shared commitment to creativity.

Describe how you arrived at the final design
The new identity developed through a collaboration of the agency, teaching staff and pupils. We hosted a working session for 7 pupils, who provided feedback on the initial creative ideas and chose the preferred route. St. Gabriel is an important figure in Christianity, Islam and Judaism, and as well as transcending religious differences, the iconography of the Archangel makes clear reference to the horn. As a messenger and musician, St. Gabriel was the obvious inspiration for the design. St. Gabriel’s horn becomes the focal point of a circular, constantly changing logo that represents both creativity and inclusivity.

Give some indication of how successful the outcome was in the market
The new identity is transforming St. Gabriel’s, giving momentum to a school that was already full of energy and ambition, but which suffered from prejudice and lack of investment. By collaborating with the pupils, we were able to channel their creative energies back into articulating and visualising what made the school special, and so feel pride and ownership in the result. For the young adults of St. Gabriel’s – many of whom come from challenging backgrounds – the new identity has given them a real insight into how their creativity can help deliver a more positive future.