Copenhagen Primary School: Capturing a spirit of adventure


Don’t be fooled by the name, Copenhagen Primary School is nestled on the canal-side behind Kings Cross station, adjacent to Kings Place and the University of the Arts. The school needed a stronger identity to express its diverse culture and central London spirit and become more visible in its location. When we first visited the school, we were struck by the imposing Victorian school building with its huge weathervane. Brands can seek high and low to find the right visual symbol, but it seemed to us that it already had a visual icon in its architecture.

Inspired by this symbol, a brand story was developed around the idea of exploration and adventure – something that chimed with the multicultural community and alluded to the educational opportunities within London’s museums, all just a stone’s throw away.

We worked with the head and governors to create a new motto: Explore & Excel. A new uniform was introduced with a traditional crest. Each class took the name of a bird, reflecting the idea of travel and discovery. The nursery and after school club were branded with elements of the core identity. Emily worked with designers at Together Design to implement the brand strategy and concept.