Less is more for confident new brand identity


It is very easy for any school to have a reputation that, whilst strong, does not perfectly reflect its ethos and values. It is essential to take control of that reputation. For Bancroft’s it was important to shift perceptions that the school was totally focused on academic success to the exclusion of all else. Also to ensure that the school’s heritage and tradition, did not outweigh dynamism, innovation and a forward looking culture.


Clearly these things are not mutually exclusive. Academic rigour needed to be underpinned and communicated to benefit from breadth, depth, enrichment and well being. Similarly we needed to convey that heritage and founding principles are relevant to a contemporary ethos and educational values. A new evolutionary brand, with a less is more approach, combines an elegant new wordmark with reworked crest, to create an elegant, understated, contemporary style.