• Add to Collection
  • Tools Used
  • About

    About

    Background: Rhodes Trust administers the world’s most prestigious scholarship programme: Rhodes Scholarship. The intake of only 95 students per … Read More
    Background: Rhodes Trust administers the world’s most prestigious scholarship programme: Rhodes Scholarship. The intake of only 95 students per year from across 45 countries makes it a very tough selection process. The vision of the Rhodes Scholarship is to develop the world leaders of tomorrow, across all sectors. Rhodes Scholars have consistently distinguished themselves in politics, academia, business, law, the arts, medicine, science, sport, activism among many other fields, always exhibiting leadership qualities and giving back to their communities. Brief: The client brief: to have “a refreshed Rhodes Trust brand, one that presented itself as bold, ambitious and truly 21st century Scholarship programme, focused on societal change.” And ‘one that build[s] on its prestigious history as the first international postgraduate scholarship and present[s] itself to the works as an organisation which is pioneering and still leading the field.” Reposition itself as a global, forward-thinking, and future-oriented scholarship. Solution: The previous brand focused too heavily on the past and did not reflect the academically excellent, determined and above all conscientious students. Conducting desk research, focus groups and stakeholder interviews we derived five key truths that we encapsulated in a new brand idea – Standing up for the world. The new idea acted as a call to action for all stakeholder groups – to stand out, step up and confront the great challenges of our time. This idea was reflected with a brand core, including a new purpose, promise, personality and values. This then acted as the creative brief for a new, refreshed visual identity that explored creating a modern approach to the traditional Rhodes Trust identity. The Zimbabwe mythical bird is not only kept for the equity of the brand but also modernised and simplified at the centre of the letter R. This is a clever solution that works well at small sizes (on-screen, mobile app, etc) as well as a form of shorthand. The R is bold and can be integrated within meaningful words (WORLD, TOGETHER, DEMOCRACY, HUMAN RIGHTS, BIODIVERSITY) as part of its distinctive tone of voice. A richer blue is also opted to ensure to fit in more with the current digital space. Read Less
    Published: