ABOUT

Eaton House Schools are a prestigious private institution nestled in the heart of London. Their new brand identity embodies a perfect blend of modernity and tradition, and exudes an aura of playfulness, freshness, connectivity, and dynamism.

At the center of this new identity lies the logo, a symbol that embraces the school's heritage while embracing a contemporary approach. It showcases the timeless cross pattée, a nod to the original logo from years gone by, enclosed within a solid holding device. This arrangement not only ensures a more solid lockup but also anchors the logo type against it, creating a harmonious balance of elements.

The color palette is a testament to its youthful spirit and lively atmosphere. Fresh and bright tones take center stage, offering a striking contrast against one another. The core colors of red and blue symbolize energy, passion, and trust. Additionally, each school site boasts its own assigned colors, allowing for clear visual representation and fostering a sense of individuality amongst the sites.

The pattern assets employed in this brand identity truly bring it to life. A dynamic block pattern takes shape, composed of singular square icons that unite to form dynamic scenes. These primary shapes intertwine with visual elements derived from within the schools themselves, resulting in compositions that evoke a sense of fun, lightheartedness, and unity. They instill a sense of joy and excitement.

Photography plays a crucial role in capturing the essence of Eaton House Schools. The use of cutouts adds an intriguing dimension, as people overlap with the vibrant patterns, blurring the line between reality and imagination. This playful approach emphasises the spirit of the brand, showcasing the dynamic and interconnected nature of the school community.

In the end, the school didn’t progress with this particular design concept, but I loved it so much that I had to include it in my portfolio as one of my favourites to have worked on and create. Instead we developed a concept based more on the use of a series of repeat patterns, still taken from elements derived from within the schools.