A new identity and website for KCLBC.
A Fresh Face
In the 2019/2020 Academic Year, the former King’s College London Business Club (KCLBC) embarked upon an ambitious rebranding initiative under the guidance of our President (Paul Benter). The transformation of our brand identity is showcased here, with the former and new branding on the top and bottom respectively.
The former DNA logo sought to invoke the message that ‘business is in our genes’. However, the rebranding initiative sought to highlight our roots as a student society operated by students of King’s College London. As such, we arrived at the current ‘lion with a crown’ logo – a homage to the mascot of our College, Reggie the Lion. With this unique iconography, we could reflect our student cohort’s identity whilst simultaneously invoking a sense of regality and pride.
We also updated our typography; with Zilla Slab as our header text font and Nunito as our body text font. By adopting these clean-cut fonts as seen on our marketing materials, documentation, and website, our publications could evoke a sense of formality with a modern edge.
The alternative designs and colour schemes for the branding initiative can be seen in the images below.
The most Stable
The most Strategic
A Design for the Future
With the initial branding assets having been created, our branding and design principles were subsequently codified by our Branding & Design Officer of (Daniel Fang) in our ‘KBC Branding and Style Guideline’. This document highlights the specifics of how our brand assets should be used, and how our publications should be formatted and presented.
Having such a document is of extreme importance in protecting the brand identity of our Society. Without codified and enforced rules for how our logo, name, and typography are used, the brand will eventually deviate from what was originally intended. Most important of all, this document prevents our branding assets from being misappropriated, misused, or presented in ways that would be damaging to the Society.
Concurrently, we recognise the need for brands to be flexible. Therefore, the document has taken the needs of different mediums and circumstances into account. This involves ensuring that everything from our logo to our typography can be adapted appropriately for different applications, thereby achieving the goals of maintaining our brand integrity whilst maximising the reach of our brand as well.
Having created the new King’s Business Club brand, our Technical Officer (Richard Ou) developed a new set of digital layouts to help convey this to our audience. We placed information at the heart of the design, finding all avenues to provide our members and potential sponsors with a complete picture of the Society and its work.
Our social media platforms serve as the primary tools of our marketing apparatus. Through optimising the performance of our Instagram, Facebook, LinkedIn, Twitter, and other platforms, we can ensure that we can maximise our reach across King’s College London and beyond.
To achieve this, we have implemented and updated our branding on all platforms, and ensured that all our new posts abide by the KBC Branding and Style Guideline. Likewise, we have experimented with larger vertical photos, video posts, and more to promote greater engagement amongst our audience members.
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