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Successful Rebranding of Heritage Institutions: A Case Study on St John's College
In the realm of rebranding, maintaining a balance between preserving heritage and adding modern appeal is a delicate task. This balance has been masterfully executed in several successful rebranding projects, with St John's College's rebrand by SomeOne standing out as a prime example.
The rebranding of St John's College, a 500-year-old institution at Cambridge University, aimed to modernize the brand while respecting its rich history. The project began with an analysis of the college's archives and tangible structures across its grounds. The team discovered a contemporary, open appeal to the space, inspiring the overarching warmth and modernity of the new brand.
The project's focal point was the introduction of new typography. Inspired by etched lettering, court markings, and historical typography found throughout the College grounds, the new typography brought a sense of tradition while maintaining a modern edge. The GT Ultra typeface was chosen, bridging the worlds of serif and sans with its artful blend of calligraphic forms and structured detail.
A bespoke monogram drawn from the floor plan of Second Court was created and used as a design grid across print and digital media. The monogram, along with a polished crest and an authoritative new color scheme (predominantly black and white), brought a strong sense of class, confidence, and authority to the new brand.
Simon Manchipp, founding partner at SomeOne, explains that what sets this work apart is a commitment to a core idea and a single-minded belief to make things compelling for new audiences. The rebranding approach includes flexible assets and motion design that capture a dynamic, contemporary energy.
The editorial approach to branding for St. John's College introduces a modern appeal with a "zine-like aesthetic." This approach, combined with the impactful video, expansive typography, and the new bespoke monogram, transformed the St. John's brand, resulting in a future-proof brand bursting with revitalized impact.
Other instances of successful rebranding in heritage institutions involve subtle refinements that maintain core identity and legacy while updating visual and strategic elements for contemporary relevance. Frankfurt School of Finance & Management, for example, undertook a fundamental refresh of its brand to better align with its global positioning, academic excellence, and industry connections without losing its historic roots.
Vanderbilt University extended its brand through "Conquer & Prevail Pale Ale," a licensed product co-created with an alum-owned local brewery. This initiative deepened brand affinity by reflecting institutional mission and engaging new audiences, blending tradition with innovative outreach and modern marketing.
These cases collectively show how successful rebrands in heritage institutions often involve a delicate balance between preserving heritage and adding modern appeal. The St John's College by SomeOne is a specifically noted example of executing this balance with finesse in visual identity. For design inspiration, SomeOne's rebrand for InnTravel and Canada Water Dockside are also worth exploring.
- The St John's College rebrand by SomeOne is an exemplary case of preserving a heritage institution's history while adding modern appeal in the realm of rebranding.
- The new typography introduced in the rebranding of St John's College was inspired by historical typography found on the College grounds, maintaining a sense of tradition while modernizing the brand.
- The project's success is attributed to a commitment to a core idea, resulting in a future-proof brand bursting with revitalized impact, as stated by Simon Manchipp, founding partner at SomeOne.
- The Frankfurt School of Finance & Management and Vanderbilt University have also successfully executed rebranding projects that maintained core identity and legacy while updating visual and strategic elements for contemporary relevance.
- In the case of Vanderbilt University, licensing a product like "Conquer & Prevail Pale Ale" deepened brand affinity by reflecting institutional mission and engaging new audiences, blending tradition with innovative outreach and modern marketing.
- Design inspiration for successful rebranding in heritage institutions can be found in SomeOne's work on InnTravel and Canada Water Dockside.
- As a creative task, rebranding heritage institutions requires a balance between preserving history and adding modern appeal, making it a challenge that calls for inventive design and strategic decisions.
