Leeds & Pudsey Sixth Form Colleges are sister institutions for A-Level learning at two different sites in Leeds. Leeds Sixth Form College, initially established as a part of Leeds City College, needed a refreshed identity to showcase its forward-thinking and cutting-edge approach to post-16 education. Pudsey Sixth Form College is a brand new institution, and needed an identity for a local college offering high-quality education to the growing number of ambitious students in the area. The subsequent identity positions both Leeds & Pudsey Sixth Form Colleges as “sister” brands, with their own personalities, language and quirks. Different tone-of-voice approaches were produced, alongside unique visual elements to differentiate the brands, whilst keeping them aligned towards the shared values.
Both colleges were positioned as “sister colleges”, with similar brand values. They also both share teaching philosophies, staff, resources and industry connections, so it was important to keep the brands in sync. Both colleges have differences, however. Leeds Sixth Form College, in a city centre location, appeals to confident students who embrace the energy of city life, whereas Pudsey Sixth Form College, who are set to build a new sustainable campus on the outskirts of the city, attract local students who are looking for flexibility and choice in a supportive community.
Each college adopts 6 values to live by, and with the name "Sixth Form", the hexagonal shape developed into a core element of the logo.
The hexagonal shape is pitched at 15º to show movement and the upward trajectory of the brand.
A circle, representing community and decisiveness, was added to interconnect the hexagonal shape and shows the interaction between the two colleges, the staff and students and the campuses and the community their in.
The hexagonal shape is pitched at 15º to show movement and the upward trajectory of the brand.
A circle, representing community and decisiveness, was added to interconnect the hexagonal shape and shows the interaction between the two colleges, the staff and students and the campuses and the community their in.
Each college has its own colour palette. Leeds adopts an electric blue, inspired by the energy and confidence of its students. It also uses a deep orange, taken from the historical red-brick buildings in the city centre.
Each brand colour is a gradient, rather than a flat hue, to portray movement and add depth. Pudsey adopts a fresh green, matching the new sustainable campus, and a bright gold, representing the proud local community of Pudsey.
Each brand colour is a gradient, rather than a flat hue, to portray movement and add depth. Pudsey adopts a fresh green, matching the new sustainable campus, and a bright gold, representing the proud local community of Pudsey.
To help both colleges stand out in the market, and develop a unique brand on their own, a brand language was developed with an altered typeface, custom "emojis", and animated letterforms to add energy and emotion to any copy line. The language showcases the personality for each brand instantly, on any asset.
Each college uses a unique set of "emojis" to amplify the personality in brand assets. Leeds uses stars and arrows to show confidence and direction. Pudsey "emojis" are based on nature and imply a sense of community.
The tone-of-voice for each college is similar but each have unique phrases and words for differentiation.
Leeds uses words like "different", "new" and "fresh" to bring confidence to the copy. Pudsey use words like "proud" and "belonging" for a softer and more welcoming tone-of-voice.
Leeds uses words like "different", "new" and "fresh" to bring confidence to the copy. Pudsey use words like "proud" and "belonging" for a softer and more welcoming tone-of-voice.
Each college uses a set of patterns inspired by the surroundings of the campus. Leeds uses angular patterns inspired by the architecture of the city. Pudsey uses organic patterns built from the surrounding rivers, moors, and topographical maps.
