Jüri Gymnasium was facing a change – starting from the new school year, they would become Jüri School (Jüri Kool). This exciting change created an opportunity to reimagine the school’s visual identity.
The goal was to design a modern and memorable identity that reflected the school’s role as the heart of the community while highlighting the joy of learning and creativity. At the same time, it was crucial to honor the school’s rich traditions, ensuring they remained part of its story even as the name changed.
Design Process and Inspiration
The design process kicked off with an on-site meeting at the school, which allowed us to soak in its atmosphere and meet the client face-to-face. We’ve found these early conversations invaluable, as they set the tone for smooth collaboration throughout the project.
Together with the client, we explored the school’s vision and mission, mapped out their practical needs, and brainstormed keywords to capture its identity. These discussions, paired with research into the history and culture of Jüri village, helped us define core themes for the redesign – openness, colorfulness, innovation, and creativity.
The heart of the redesign began with the logo, and this served as the foundation for everything else. Inspiration came naturally in this case – one glance at the heart-shaped design of the school building made it clear that the heart would be our key symbol. This shape not only represented the school as the heart of the community but also provided a visually striking and meaningful starting point.
With the logo in place, we shifted our focus to the supporting elements – a vibrant color palette, readable fonts, and unique patterns that could be used across various materials. Since it is a primary school, we had to bridge different worlds.We needed a design that was playful and appealing to young children but also mature and professional enough to resonate with teachers and parents. We achieved this balance by combining bright, cheerful colors with modern patterns that took cues from the logo’s design.
Building on these foundational elements, we moved on to develop an extensive range of deliverables. These included social media templates, diploma designs, branded clothing prints, and even the school’s official flags. Each piece was crafted to reflect the vibrant and creative spirit of Jüri School.
Challenges
While the collaboration flowed smoothly, designing prints for school-branded clothing presented a unique challenge. The chosen manufacturer’s technical limitations required creative adjustments to realize our vision. Through close collaboration with the manufacturer and client, we adapted our designs, striking a balance between functionality and aesthetic appeal.
Outcome
The final visual identity radiates vibrancy, modernity, and creativity. It captures Jüri School’s role as a cornerstone of the community and a hub for learning and growth. The brand book
ensures consistency across all materials, reinforcing the school’s distinct and memorable image.
This project exemplifies the power of collaboration, thorough preparation, and inspired design. The result is an identity that exceeds expectations, positioning Jüri School not just as a place of education, but as the heart of its community.
Working with you was fantastic, we thoroughly enjoyed the journey! It was so cool to see how you shaped our (sometimes quite scattered) ideas into something awesome week after week. Thank you for the entire process and the amazing final result!
Kriste KaldTallinn Strategic Management Office
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