Brand development

Refreshing a premium brand.

The brief:
University College School is a high achieving independent school in Hampstead with a thriving community and alumni. It is proud of its heritage and its liberal approach to education.

The school recognised that there was an inconsistency in how its brand was applied across its three schools and that clarity was needed to demonstrate how the brand should look and feel in order to aid brand recognition.

In the competitive independent school sector, the leadership team wished to communicate the school’s unique approach to scholarship, in order to recruit the finest students.

The solution:
With an established heritage and thriving alumni community, it was important that the heart of the existing brand was retained. ‘University College School’ was abbreviated to ‘UCS’ as this was how the school was regularly referred to.

The inclusion of ‘Hampstead’ within the logo instantly helped to locate the school in this prestigious location. The existing emblem was crafted to include the full school motto.

Premium papers and materials were used throughout to ensure the quality of the school was communicated.

Having worked with Mirrorsmith across multiple settings, I have always been impressed by the way they understand and tailor individual briefs, ensuring the designs reflect and illustrate the context and culture of each organisation. Mirrorsmith have helped us to better define and reflect our brand professionally and coherently. Attention to detail and quality of finish are paramount in their work, and lead to designs which can be applied to all of our needs (be it print, online, displays or internal use).

Laura Megaw, Assistant Headteacher (Director of Communications and Engagement), UCS




  • The results

    A crafted logo which reflects the traditional yet contemporary ethos of the school

    Clear and simple brand guidelines which help ensure that the logo is used consistently throughout three schools

    Stationery printed on luxurious, tactile paper

    Dramatic fabric banners showcasing eminent alumni to inspire the students, staff and visitors

    Interior graphics which communicate the school's values and showcase the history of the school

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