Disciplines
- Brand Identity
- Brand Strategy
- Photography
Team
- Chelsea
- Aemon
- Sarah
- Emily
Industry
- Education
Year
- 2021
Macquarie College
Usher the past forward – futures start here.
Macquarie College is an independent co-educational early learning, primary and secondary day school, located in the Newcastle suburb of Wallsend, New South Wales, Australia.
In 2021 the Macquarie team engaged Beech to develop a brand refresh for the centenary college. Over the course of a year, we partnered with Macquarie to build an identity framework that brought together all parts of the institution, magnifying the voices of their diverse and unique community.
Our strategic aim was to capture the school’s diverse offerings for students from K-12, whilst showcasing a modern brand to reflect progressive learning environments. The core of the brand remains the school crest which we refreshed and adapted for applications across all touch points. We selected Maison Neue as the core typeface – strong, modern and legible, a departure from the mix of typefaces previously used.
Macquarie’s new official colour palette is simple and concise: a foundation of deep navy and white paired with a sky blue, a nod to Newcastle’s coastal location. In addition we added two green tones to reflect the school campus’ leafy surrounds and their focus on sustainability, along with a bight red and soft rose to allow more movement and flexibility for the brand.
Photography by Ben Adams
