Rebranding your school as an academy – top five tips

If your school is thinking of becoming an academy there are many changes that will take place, just one of which being the name and branding design of the new school. Here are our five top tips for a successful academy rebranding project.

1) Think fresh
You’ll no doubt be updating logos, signage, stationery, prospectuses and banners with the new school name, so why not seize upon the opportunity to give the new school a fresh brand – one that really encapsulates your aims for the new school and helps to give staff, pupils and parents a sense of pride in their new school. The costs will be roughly the same, so why update, when you can refresh!!

2) Baby and bath water
A really successful rebrand can sometimes be the design equivalent of a complete clean sweep, but more often makes good use of a school’s existing key strengths. For example, it could be that the heritage aspects of your school are unique and very valuable to parents of existing and prospective students. In which case it would be as absurd to ignore the history of the school as it would to leave the branding exactly as it is. An intelligent and appropriate rebrand would take into account the history and principles of the old school and sit them comfortably with the aims of the new, both graphically and perceptually.

3) Go boldly where your school hasn’t gone before
A strong and clear direction of your new school branding sends out a clear and definitive message to parents. While competition amongst schools is keener today than it has been for many years, it will be the clarity and confidence in which a school expresses itself through design and messages to parents that could be a determining factor in getting ‘bums on seats’, especially where two or more local schools are similarly matched in terms of academic results and resources. Be strong, have a voice and be clear – it’s the only way your school will be fully understood and appreciated.

4) Have a plan
Whether you favour the ‘all-in-one-go’ approach or a more subtle handing over process, have an agreed rebranding plan with your graphic designer or branding consultancy. Some items can be redesigned and delivered or installed very quickly, others, such as prospectuses, websites and signage installations can take a little longer, so require forward planning. If your designer or branding consultant has experience of working with several schools, they should be able to guide you through the process.

5) Be consistent
Whatever you decide upon – be it a ‘clean sweep’ or more evolutionary approach, make sure that it is carried out consistently and accurately. There is nothing worse than finding unexpected remnants of the old to undermine the new. If you are to keep aspects of the old school branding, ensure it is done in a confident and appropriate way so that it pays homage, rather than challenges the new vision that you are putting in place. A consistent branding for your new academy will help to unify and inspire staff, pupils, parents and governors alike.

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