By Craig Burton
July 7, 2026A school's visual identity is more than its logo design displayed around the school, on a uniform or school website. There are other elements involved too. When combined with the school logo they create a 'look' that can be repeated across multiple platforms that is smart, professional and memorable.
Levin Intermediate already had a logo that they did not want to change. However, they lacked logo options for different usages as well as direction around a consistent look to their visual identity.
What Is a School Visual Identity?
It is the translation of the school brand (personality, values and messaging) into a graphic language. The elements of the visual identity include the logo, typography, colours and any brand pattern or graphics that are shaped together into one cohesive looking unit across multiple touchpoints. Those touchpoints might include the school website, letterhead, flags, banners, social media, signage and uniforms.
Levin Intermediate's Visual Identity
Why was the logo so important to the school? The symbol was based on a sculpture, 'Tutangata', that was created for the school back in 1971 by artist, Pat Gillespie, of Hastings. The overall design is based on the cell as being the basic unit of all life. The circular shapes represent these cells or “life factories”.
Some of the circles relate to Māori art, tikanga and the early Māori settlers in the Levin District. Others pay tribute to man’s imagination, creativity and achievements in the world of science.
Science, technology and creativity seemed to be important attributes of focus for the school.
The Original Logo
When viewing the existing logo for the first time, it appeared unbalanced. The logo symbol was floating as opposed to being anchored to the school name. There were also a lack of options to use for different requirements.
To solve this, four different logo lock-ups were created. There were two versions per lock-up - one with and without the values written underneath.
Updated Logo
The example below is one of four versions. This is the primary logo for use on most occasions. The typeface has been updated. The lowercase letterforms are taller (higher x-height) so that the name appears more readable when reduced in size. The values are in dark blue seperated by light blue and red bullet points to tie in with the logo symbol. The result is a much more cohesive looking design.
The Brand Pattern
A pattern was created to use in conjunction with the school logo across the school's various community touchpoints. It has a very special meaning to the school.
The two koru represent the partnership found between the school and its community, staff and students, school and local iwi, school and whanāu.
The diamond shape comprises of eight triangles - four in the top area and four in the bottom area. The central triangle in the top represents the Year 8 student who is surrounded by the three triangles that represent the three school values. The top part of the diamond symbolises the Tararua Mountains. This concept is ‘reflected’ in the bottom area of the diamond with the Year 7 student at the centre and bottom area symbolising Lake Punahou.
The repeating pattern symbolises connection, intersection and transition, all of which tie in with intermediates as a transitional place for students at this age.
The linear style has a high-tech feel.
Levin Intermediate Visual Identity Guidelines
The visual identity guidelines provide detailed information around how Levin Intermediate's various touchpoints should look. There are colour specifications for digital and print usage, the correct typefaces to use, style information, as well as a portfolio of examples including a letterhead, uniform, flags, banners, signage and a website style.
The guidelines will enable school leaders to have more confidence and autonomy in applying the look of their brand to different things. If a uniform supplier has requested the school colours and logo, they can email them the correct file and specifications. If the school requires a new sign, the guidelines will help the sign company design it to look like their other branded material.
Unsure of where to start? Are there lots of different logos in use? Is the look of the school's signage, website, newsletter and letterhead all over the place?
Some visual identity guidelines can address these issues and bring a consistant look to everything. It will not only help convey a smart and professional image of the school but it will support the school's reputation - reinforcing what an amazing learning environment you have.
Are you interested in some visual identity guidelines?
I would love to work with you on creating some for your school.
