Johnson Banks is creating a new identity for Ravensbourne College of Design and Communication, ahead of the institution’s move to its new £50m home in Greenwich.
The consultancy’s appointment follows research and development work carried out by Lloyd Northover in April 2008, which led to the first stage of a brand strategy.
Findings from this prompted the college to call for a rebrand. Johnson Banks won a strategic pitch against four other consultancies in September 2008, beginning work on a full strategy and visual identity in March.
The new identity will launch in January, prior to the new building opening in September next year.
Johnson Banks design director Michael Johnson says work has started on ‘verbal identity’ – the tone of voice and brand positioning – which will inform a new visual identity.
The consultancy has taken on two Ravensbourne students as interns, and they will work with Johnson on the project. Chelsea Palmer is a graphic design student and James Taylor is studying motion graphics. They will work on a visual identity that may be fed back into the college for development.
Jill Hogan, head of marketing and communications at Ravensbourne, says, ‘The stakeholder groups have a muddled perception of the existing brand and we need to define ourselves with a strong proposition.’
Johnson Banks’ work will be led by this and the composition of the new building, designed by Foreign Office Architects. The building will be largely open plan with split-level floors designed to bring departments together.
A Penrose tessellation, which is to adorn the new building (pictured), will have a bearing on the new identity.
Hudson Fuggle has designed the 2010/11 prospectus for the college, in an attempt to bridge the gap between the new and the existing brand.
Taking its lead from the Penrose patterning, the prospectus uses the existing logo and colourways, with a wraparound cover/poster.
- The new identity by Johnson Banks will launch in January 2010
- Ravensbourne’s existing Chislehurst building will close in May 2010
- A new building, designed by Foreign Office Architects, will open in Greenwich in September 2010