Creating a Westminster School (London) brand identity
Platform is a programme created by Westminster School and Westminster Under School that inspires Year 5 pupils who show exceptional academic potential and energy for learning. The programme prepares them for the opportunities available at 11+, including the option of applying for selective state secondary schools, academies and bursary awards at independent schools. Primary school Head Teachers work in partnership with Platform to select pupils each year. The boys and girls then participate in a free one-year programme of Saturday morning sessions and a two-day course, to fuel their ambition and to allow their academic potential to flourish.
Westminster is one of the UK’s leading academic institutions and is the only ancient London school to occupy its original site, immediately next to Westminster Abbey and the Houses of Parliament.
Each year some 45% of pupils are accepted by the universities of Oxford and Cambridge, 50% choose courses to suit them at the country’s other leading universities and 5% (a growing number) take up places at universities in America. Westminster parents also choose the School for their sons and daughters (the Sixth Form is fully co-educational) for the astonishing range of opportunities beyond the classroom, for example in music, drama, debating and sport. Pupils are keen to look outward as well and to play their part in the life of the local community through a programme of civic engagement; and Westminster has close relationships with neighbouring state schools, both primary and secondary.
We were asked by the Westminster School brand strategy team to create a logo with lower case letters and a capital ‘F’. Having felt this may look odd we asked “why?”. The team’s response was “we want to emphasise the word ‘form’ as it offers dual meanings: ‘performance’ and ‘class/set’.” Our solution was simple: elevate the word ‘form’ using a platform-like graphic element.
Brand colours and typeface selection strictly follow the Westminster School brand guidelines.