Barker College rebrands

The Principals has created a new brand identity for Barker College.

The announcement:

Founded in 1890, Barker is one of Sydney’s oldest and most prestigious schools. In November, plans were announced to introduce girls across the entire school transitioning to be fully co- educational by 2022 with a staged approach to introducing more female students. Following the shift in positioning, the school approached Principals to find a relevant and compelling way to tell its story.

Through a collaborative process, based on design thinking methodology, Principals worked with students, teachers, parents, alumni and staff to understand the unifying strengths and benefits of Barker.

Debbie Spence, strategy director at Principals, said: “Our insight was that in a sector where schools are promising to ‘fortify’ kids against the challenge of the future, Barker is actively embracing the challenge ensuring children have the confidence and capacity to make their own way in the world beyond the school gates.”

The brand idea is Creating Brighter Futures – focused on empowering students, teachers and parents to actively shape their future rather than being at the mercy of it. This has been brought to life by championing the Barker name using the B of Barker as a framework that students emerge from. A refreshed colour palette heroes the bright Barker red and the focus on the future is reflected in the new strapline ‘Inspiring Tomorrow’.

Principals encouraged the college to remove the heraldry and traditional use of the crest in marketing communications. The brand voice is bold and messaging focuses on the impact Barker students have on the world.

Principals has also worked closely with Born Digital on Barker’s new website.

Phillip Heath, Head of Barker, said: “It has been a pleasure to work with the creative team at Principals. This is the first time Barker has engaged a branding agency to review its standing in the market place and Principals has developed a concept that allows us to stand out from peers and competitors. The school is in a strong position as it moves to become fully co-educational. The refreshed brand developed by Principals presents a bolder, more confident Barker and reflects the direction the school is heading.”


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