The challenge around redeveloping BH’s brand was that we needed to truly understand who they were and the hurdles they’ve faced in the past and will face in the future. The school wanted to put a stake in the ground to showcase what made them different from other education institutions. Their goal was to show the world how they are pushing forward as one of the most progressive schools in the country.
It soon became clear that in order to push toward the future, we needed to fully embrace a bold path that both honoured the school’s past while breaking free of old-fashioned expectations and assumptions. We had to re-position their visual identity and in doing so, we needed to update their school crest.
Changing an institution’s crest can be a nerve-wracking job; that item, more than anything else, is steeped in history and tradition. Every single element within it holds meaning.
We examined each element to decide which ones needed to remain and which ones could be modified, updated or removed so that the school could break-free of old perceptions. The biggest decision was whether to keep the letters ‘BH’ at the centre of the crest. After much consultation with stakeholders, it was agreed that it could be removed. Throughout the entire process, we were considerate of the feelings and emotions around the existing crest as we strived to preserve its legacy while also creating a design that honoured the school’s vision for its future.
The result is a new representation of BH’s old crest. It doesn’t negate the original, but rather, it is a modern interpretation that reflects its mission of self-improvement and self-worth.
Our team embraced bold in this challenge just like the school embraces bold with its girls.