Celebrating Heritage, Identity, and Progress: Showcasing the Values of The British School in the Netherlands

In the spring of 2024, The British School in the Netherlands (BSN) proudly unveiled a refreshed visual identity featuring a new logo, typeface and uniform. This initiative was developed in close collaboration with our vibrant community, including current and past students, their families, staff, and the support of external consultants.

Our new look embraces and celebrates our rich heritage, proud identity and continuous progress. These qualities align with our mission to prepare young people with the knowledge, skills and characteristics needed to become successful global citizens who can make a positive impact on the world.

Why the Change?

Several key developments drove the decision to refresh our visual identity: the introduction of the BSN Character Profile in 2018, the launch of our new school mission in 2022, and the establishment of the BSN Staff Values in 2023. These milestones collectively define what makes The British School a unique and thriving community.

With these insights and a clear understanding of the evolving international and local contexts, it was time for our visual identity to reflect who we are today.

A Logo that Speaks to Our Values

A new logo is an important step towards communicating our values and defining who we are as a school; it is not only a design change. Our logo is how we introduce ourselves to the world and it unites us as a community.

Elizabeth de Libero, Interim Head of Communications and Admissions

The Elements of Our New Logo

Our new logo blends the school’s values, community feedback, and the heraldic traditions of both the United Kingdom and the Netherlands. The result is a modern design honouring our heritage and identity while embracing contemporary elements.

Heritage: Established in 1931, BSN has a rich history, providing a solid foundation of over 90 years of experience. This heritage is highlighted by the inclusion of “est. 1931” in the logo.

Identity: BSN supports an international community of nearly 90 nationalities in the Netherlands. The new logo highlights that being “in the Netherlands” defines The British School experience. Our Dutch context is embedded in our provision and who we are as a school.

Progress: Our history is marked by continuous adaptation to meet our students’ needs. The new lion’s stance, proud and in motion, symbolises dynamism, adaptability, and progress.

Sustainability Steers the Phased Rollout

Our core values, such as environmental integrity, collaboration and compassion, have guided the phased rollout of our rebrand. On Tuesday 21 May 2024, students experienced the unveiling of the new logo through a logo launch video, interactive puzzle cubes, lion masks, an oversized cutout of our new lion, and an optical illusion craft.

Student and Staff Reactions:

I like it! This will be a lot simpler to draw.

JSV Student

It’s interesting to understand the symbolism behind the various elements. The values and heritage really speak to me!

BSN Staff Member

This is 100% better!

SSV Student

In June, our website, social media, and internal communication channels featured the new visual identity. New branded uniform items have started to be supplied by our uniform provider, Trutex. Larger physical signs and logos on and around campus will be updated over the coming years, following sustainable best practices and minimising cost implications.

Looking Forward

With our new visual identity, The British School in the Netherlands is proud to showcase its values and what sets us apart. As an institution in British and international education, we have seen a lot of change over our long history. The constant, which remains at the heart of our school, is our dedication to providing a high-quality holistic education in a supportive environment for our students.

We look forward to continuing this journey with our refreshed identity, reflecting who we are today and guiding us into the future.