Reinforce the strategy for updating a 5-centuries-old corporate identity
In a remarkable modernisation of a 500-year-old institution, St John's College at Cambridge University has undergone a rebranding by the branding agency SomeOne. The project, recognised for its elegant modernity, involved a meticulous approach, delving deep into the college's archives and architecture.
The research unveiled a natural modern warmth within the college, inspiring the overarching warmth and contemporary feel of the new brand. The black and white colour scheme brings a strong sense of class, confidence, and authority to the new identity, while the introduction of new typography, inspired by etched lettering, court markings, and historical typography found throughout the College grounds, adds a touch of history.
A bespoke monogram, created from the floor plan of Second Court, serves as a flexible design grid used across print and digital. The GT Ultra typeface, bridging the worlds of serif and sans with its artful blend of calligraphic forms and structured detail, was chosen to complete the refined look.
Simon Manchipp, founding partner at SomeOne, compared branding St John's College to rebranding fire, emphasising the importance of showing its continued relevance and appeal. He stated that the work on St John's College's branding is set apart by a commitment to a core idea and a single-minded belief to appeal to new audiences.
The design director of SomeOne, Andy Goode, stated that establishing a more cinematic and inviting tone was key to appealing to today's audience. The result is a timeless, classic identity with elevated class and modern precision—demonstrating how refined tweaks rather than complete overhauls can transform a heritage brand successfully.
The branding strategy includes flexible assets and motion design to capture a dynamic, contemporary energy. The St John's College rebrand is a masterclass in how to modernise a heritage brand through refined rebranding, balancing archival depth with flexibility and contemporary design elements.
Notable examples of refined rebrands, although not directly connected to SomeOne or St John's College, include Burger King’s 2021 logo update, which returned to a 1969-inspired design, and Carrefour's sustained identity success, achieved by maintaining its original concept with subtle adjustments over time.
The rebrand of St John's College at Cambridge University demonstrates a future-proof brand that maintains its rich heritage while showcasing revitalised impact.
[1] SomeOne's St John's College rebrand: A masterclass in modernising a heritage brand (2021) [3] St John's College at Cambridge University unveils new branding by SomeOne (2021) [4] Top Refined Rebranding Projects: Burger King, Carrefour, and More (2021) [5] The Power of Subtle Updates: Refined Rebranding in Action (2021)
- The black and white color scheme, inspired by the college's archives, adds a touch of history to the new St John's College brand identity.
- The GT Ultra typeface, with its artful blend of calligraphic forms and structured detail, was chosen to complete the refined look of the St John's College rebrand.
- The St John's College rebrand includes flexible assets and motion design to capture a dynamic, contemporary energy, balancing archival depth with flexibility and modern design elements.
- The design director of SomeOne, Andy Goode, stated that establishing a more cinematic and inviting tone was key to appealing to today's audience in the St John's College rebrand.
- Simultaneously, Burger King’s 2021 logo update returned to a 1969-inspired design, demonstrating another example of refined rebranding in action.
- Carrefour's sustained identity success was achieved by maintaining its original concept with subtle adjustments over time, serving as another noteworthy example of refined rebranding.
- The bespoke monogram, created from the floor plan of Second Court, serves as a flexible design grid used across print and digital in the St John's College rebrand.
