There were two clearly defined parts to the project. Firstly, developing the main school logo to increase the prominence of the Saïd Business School over the University of Oxford but at the same time keeping the history and seal of excellence associated with over 800 years of academic excellence.
Part of the overall brand identity project was also the need to look at core stationery items, including Microsoft Word and PowerPoint templates.
The Second part of the brief was to look at broader brand touchpoints, including how the school's research centres fit within the overall brand architecture.
There are 10 research centres which have a need to balance their own individuality and potential association with sponsored funding, as well as sitting as part of the overarching Saïd brand.
We developed an individual mark for each centre but one that sits within a consistent identity framework. Each centre was allocated its own unique primary colour palette in addition to a secondary palette. Similarly, templates were provided for core stationery items and, where required, some of the centres also commissioned us to work on their 'corporate' brochures.
Brand guidelines for the overarching school and research centre identities were then produced to provide guidance.
Following approval to the phase one identity development work, we are now in the process of rolling out the new brand across all collateral.
Given the seasonal nature of much of the communication materials within academia, we will be undertaking a phased roll-out as we produce new programme literature and ongoing marketing materials.