The John Winthrop School

Branding Refresh – Logo Suite

Objective

Create a modern version of the JWS branded script typeface which retains the playful, classic, aesthetic familiar to the JWS community. Allow for enhanced readability across all platforms and a more robust typographic strategy that can be utilized throughout all JWS branded collateral.

Outcome

The resulting logo suite with it’s graphic elements conveys the vibrant and enthusiastic nature of children, which are the heart of JWS. Bold and simple graphic elements add color while retaining a core element of the previous logo, in the JWS “Tree”. The carefully paired script and serif font allow for enhanced readability at all sizes and across all platforms and devices. Continued use of the script typeface throughout the design of the site and print collateral as an accent provides a cohesive and inspiring splash of language to mirror the play-based, imaginative, and creative space that JWS fosters for it’s children.