ST JOSEPH’S COLLEGE
Refreshing our brand Our brand is an integral part of our identity. It sets the tone for what people expect from us and how we feel about ourselves. As the world moves forward, the way brands present themselves often needs to adapt as well. Taking on board feedback from our community, we feel that it is time to update and evolve how we present St Joseph’s in order to remain true to our values and communicate what really sets us apart. With the assistance of local creative agency, WHAT Associates, school we are today. This project has been undertaken sensitively, within our projected budgets, and we will gradually update our literature and other branded items in planned phases.
and re-energised and we have proudly locked in our name, so that our crest and the wording ‘St Josephs College’ can appear together.
The Solution Following a consultation in which we asked parents, pupils and teachers to complete questionnaires, we have introduced a new signature phrase – ‘Space to thrive’. This is an energetic, forward thinking and aspirational statement, full of promise and optimism whilst also referring to our vast 60-acre campus. Our Latin motto and values remain the same + Fides Labore Et Tenacitate - (Faith, hard work and tenacity) + & .&(%+ + , ,).+ + (% + ,%),
ST JOSEPH’S COLLEGE The crest The symbols we choose to represent our College are very important. After much contemplation we have made the decision to replace the crown of thorns, which was added when we merged with The School of Jesus and Mary in 1996, with a laurel wreath. An original feature of the College brand, the laurel wreath is an ancient and universal symbol of academic and sporting success and a representation of faith, which we feel is a more positive association with our school. The star is the ‘De La Salle’ star, which represents the De La Salle Brothers, the Catholic order which founded .-,+*)-(('+&%+$#"! + -,+( +', + , +,). +.-,+( & &% '+ ( % +( +.-,+ )-(('+ &. ., +(%+ + &'' +
Colours *.+ ( , - + ('', ,+& + ''+( +)('( + % + ,+- ,+ ., +( + % + ',..,+.(+ , +,).+.-& + The iconic red and white of our sports kits is retained, along with the gold and navy from our uniform. We have streamlined the supplementary colours to include the yellow of the Prep School building, the verdigris of our Chapel roof and the azure blue that features in the stained-glass window panels in the Chapel.
Typography Our new brand typeface is characterised by its sense of individualism and looks modern, bold and considered – very much recognisable as our own.
Space to thrive
Houses Our four Houses are important to us and these are integral to our identity: & +,' + , Goldrood (yellow) La Salle (green) Orwell (blue). They each have an icon meaningful to the school or the local area that can be found in our crest. The Orwell symbol represents the Orwell Bridge and our Chapel roof, both visible from our campus, and pointing upwards to , +,).+ & .&(% + .+ ' (+ appears in the centre of our crest alongside the other house icons.
BIRKFIELD
GOLDROOD
LA SALLE
ORWELL
Blazer design concept
Rolling out the brand – a phased approach We are enormously proud of St Joseph’s College both past and present and truly believe .- .+( +, (' , +& ,%.&. +)( ,).' + , +,). + -(+ ,+ ,+ % + - .+ ,+ . % + ( + -& + , +%, + identity will be rolled out in time across all channels and collateral, presenting the school in a fresh, contemporary light whilst differentiating us from our competitors in a modern and sophisticated way. There will be a gradual introduction of new uniform items featuring the refreshed crest. We recognise that uniform is expensive and therefore there will be a period of grace whilst items are gradually and naturally replaced by parents.
ST JOSEPH’S COLLEGE
ST JOSEPH’S COLLEGE The independent school with Christian values that gives students space to thrive
Aspiration I Respect I Confidence SPACE TO THRIVE stjos.co.uk