School branding: The impact on identity and engagement
At the heart of school design is campus identity. Various levels of identity and branding can be applied to a school campus and they run the gamut from the development of logo, school colors, and mascot to a complete identity manual.
Branding and identity manuals are often used to guide and influence design of both new schools and renovations/modernizations of existing campuses. Branding can also be an effective way for a district to build identities for existing and new school campuses, create opportunities for academic improvement, and create a sense of pride for students, teachers, parents, and their communities.
Where do we start?
A school brand and identity is about defining who you are and clearly communicating that definition to your staff, students, and community. And it’s about creating excellence through the clarity of your mission and what you stand for. For these reasons, when undertaking a branding exercise or creating an identity package, it is important that stakeholders and user groups first define what a school’s program is about:
- Who are we?
- What do we stand for?
- What is our mission?
Ultimately, branding’s objective is to reinforce and remind the students and school community of their immediate and future goals.