2 minute read
Introduction
Why Branding Matters
Branding is more than advertising and it’s not a logo or a catchphrase. Branding is the entire experience that our Community – prospective families, current families, past families, Old Boys, staff, students and the outside world in general, have with us.
Our brand strategy defines what we stand for, who we are, along with our distinctiveness. While it includes our symbols, colour palettes, mottoes and catchphrases, those are only the creative elements that convey our brand.
Branding is a collective of techniques that come together to generate a social and cultural relevance:
• The narrative that we have that defines our distinctive
• The experiences we offer
• The images we convey
• The messages we deliver vis our advertising campaigns, social media, website, publications
• The way our staff interact with families and potential families
• A family’s disposition to King’s compared to any of our competition
It is universally recognised that for branding to be effective, it must be kept simple.
A guideline such as this for digital and print use of our brand and its elements, will only succeed when we achieve simplicity and clarity.
Our intent is to ensure that we might all be able to understand and use these guidelines to their fullest effect and build recognition of brand of the School in a professional and memorable manner.
What you need to know about using this Style Guide
Effect of this Style Guide
This Style Guide contains the brand architecture and policies that apply to all parts of the School.
In October 2017, Version 1 of the Style Guide was released. Since the release of Version 1, feedback received from the School community, as well as the desire to integrate The King’s School, Tudor House, our Houses, Clubs and Departments, has led to the development of this Style Guide for release in 2019.
Ownership of this Style Guide
The Style Guide is owned by The Council of The King’s School and is managed operationally by the Headmaster or his delegate.
Ongoing exceptions to this Style Guide
Going forward, where the brand policy in this Style Guide cannot be applied or an exception is sought, a request should be sent to the Advancement Office. Depending on the nature of the request, it may be approved as an exception or recommended as an amendment to this Interim Style Guide.
Changes to this Style Guide
Changes to The King’s School brand policies contained in this Style Guide must be approved by the Headmaster or his delegate.
Interpretation of this Style Guide
If you experience difficulty understanding or interpreting the contents of this Style Guide, please contact the Advancement Office.
