Garfield Primary School
Building identity, uniting community. A bold new brand brought cohesion, confidence and character to a newly merged primary school — helping unite students, staff and families under one proud, modern identity.
Garfield Primary emerged from the consolidation of three local schools into a newly constructed facility, serving a richly diverse community, with approximately 61% of pupils speaking English as an additional language and around 37 languages represented. With a new leadership team, and a lack of shared culture, the school needed more than just a logo — it needed a brand that could build pride, purpose, and belonging.
The brand process began with engagement — listening to staff, parents, and children to understand what mattered most. These insights informed the direction, ensuring the outcome would resonate across cultures, age groups, and school roles.
The resulting identity was bright, welcoming, and adaptable — designed to feel aspirational for children and credible for staff. Built to work across uniforms, signage, and screens, the visual system created instant visibility and recognition across the school.
Central to the brand was a values system built around the acrostic GARFIELD — reflecting qualities such as Generosity, Achievement, Respect, Fun, Inspire, Everyone, Learning, Discovery. This aligned with the school’s ethos from its website and Ofsted statements about promoting excellence and inclusion. Children who demonstrated a value received a recognition card; those who spelled out “GARFIELD” through achievements earned a special reward — embedding values in everyday school life.
Colour-coded interiors and clear signage reinforced daily routines and values. Graphics, zone markers, and custom wayfinding enhanced navigation and visual identity — making the environment feel intentional, intuitive, and student-centred.
As part of an integrated rollout, the brand extended across the school’s website, parent communications, uniforms, printed collateral, and digital platforms, ensuring a unified experience for staff and families alike.
The result — a new brand that did more than refresh the visual look, it grounded Garfield Primary’s new identity in community, culture, and shared values. Staff reported renewed unity and clarity, while students experienced a stronger sense of belonging and recognition. The school began to live up to its vision: a place where everyone can thrive, excel, and achieve their potential.