Over the past few months, the Foundation has been undertaking a relatively modest but important project to refresh its visual identity.
The starting point was an objective to simplify and enhance the accessibility of the overarching King Edward VI Foundation and King Edward VI Academy Trust logos.
While historically linked to Birmingham, the Baskerville font that is used beneath the Foundation crest and Academy Trust shield is not regarded as an “accessible font” and it was also increasingly at odds with modern digital use, for example on websites especially when viewed on mobile devices. It was felt that it no longer represented the character of a modern, diverse organisation educating children in the youngest city in Europe.
A project oversight group consisting of the Foundation Chair, CEO, Executive (including the Headmaster of the Foundation and Cluster Leads) and members of the Engagement Department worked alongside design agency Barques to review the current branding and consider options for the future. Heraldry research by Barques revealed that the Foundation’s crest had strayed from its historical roots over time, as colours were added or changed and the shape of certain elements, such as the helmet, were altered. As well as introducing a more modern, accessible font, the project therefore also provided an opportunity to correct and restore the crest, with next year’s 475th anniversary of the Foundation providing an ideal context.
The result is a simpler, more distinctive crest and shield, supported by modern, accessible fonts for use within the logo and elsewhere, and a refreshed colour palette. The new designs retain the heritage and recognisable character of the existing Foundation and Academy Trust brands while improving accessibility and creating a more unified look across Foundation-wide and Academy Trust communications.
New brand guidelines to sit alongside our existing mission, vision, values and tone of voice will provide a framework for how we use the brand across assets such as presentations, brochures, letterheads and banners. Academy Trust schools are also receiving their new school logos for use digitally in the first instance.
As we move towards the official start of our next Foundation strategy period (2026-31), we hope the rebrand will help us tell our story with greater clarity, confidence and consistency.
