In a market where most of their competitors aim for a long-established, traditional feel – often using devices such as crests and coats of arms – they also wanted the Gems Education brand identity to be seen as contemporary, fresh, bringing together the best of the past with modern ideas and approaches.

Working alongside strategic branding experts BrandCap, the big idea we came up with was to bring alive the way in which a good education inspires children to learn, by providing a window on the world.

A flexible device, for tailored communications.

To achieve that, we used images within the brand mark. This simple yet powerful device was designed to be highly flexible – allowing different types of images to be used, to create communications tailored to different regions, schools and specific subjects.

For even greater versatility and a dynamic break from the stuffy sector norm, we developed a visual language incorporating a number of playful options, such as photographic images within illustrated silhouettes, and the use of the brand mark as a graphic element.

All in all, we did what any good teacher does: we introduced a little order and control, while leaving enough freedom for creative thinking and individual self-expression. And we’re pleased to say that, right across the organisation, the GEMS Education team have given the new brand identity top marks. (Well, we couldn’t resist one teaching-related play on words.)
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MANFRED ABRAHAM
Founder & Managing Partner
BrandCap
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