Launching a Bold New Identity: The School of Design's Reimagined Branding
In celebration of its 150th anniversary, the School of Design is proud to reveal a refreshed brand identity.
The new branding honours the institution's rich heritage, innovative spirit and forward-thinking approach. It builds on existing visual language and reflects 150 years of history, ensuring that the School's image aligns with its core values and reflects current industry standards.
"The journey to creativity began where every great branding project should—with a foundation of deep, thoughtful research," shares Fable & Co. "Partnering closely with the visionary team at the School of Design, we embarked on a path to complete alignment with the challenge ahead, shaping a brand strategy that serves as the foundation of any impactful identity."
The Evolution of the School's Identity
The driving force behind this new visual identity was the need to resonate with our diverse student body and academic community while also appealing to industry partners and reflecting the prestige of the School. As a leading design institution, the new brand needed to embody the very principles of design itself—functionality, clarity, and innovation. The new tagline, "Legacy Inspired. Future Driven," captures this philosophy perfectly, bridging the School's historical roots with its commitment to shaping the future of design.
A Harmonious Blend of Tradition and Modernity
The new wordmark exemplifies the balance the School of Design strikes between tradition and modernity. It combines the clean, modern aesthetic of a Swiss Grotesk Sans Serif with the timeless elegance of a traditional Serif font, representing history and innovation. The italicised 'of' introduces a sense of motion, symbolising the School's forward momentum and dedication to progress.
A Symbol of Interdisciplinary Fusion
The new emblem reflects the School of Design's commitment to interdisciplinary collaboration. It features weaving lines that symbolise the integration of the School's core disciplines: art, design, science, and technology, which are at the core of all our courses. The emblem is more than a logo; it visually represents the School's dedication to fostering creativity and innovation by combining these diverse fields.
Crucially, the iconic green colour—a hallmark of the School's previous identity—has been retained, though shifted to a muted tone to signal a fresh era, with a more earthy and natural feel.
Stephanie Sciberras, Senior Art Director at The School of Design, shares her insights on the rebrand: "The new branding embodies a timeless canvas, meticulously crafted to present the School's dynamic future with clarity and elegance. Echoing the 1950s Swiss Style movement, this solution pays homage to the essential principles of form and function. Its purity and simplicity ensure it remains both enduring and universally appealing, creating a sophisticated foundation for the School's evolving narrative."
As the new academic year begins, the School of Design invites its community—students, faculty, alumni, and industry partners—to embrace this bold new identity, celebrate the School's legacy, and drive it forward into a future rich with possibilities. This brand truly reflects the School's core values and dedication to innovation and growth.
