Brand Guide
Contents
Who This Guide Is For
Everyone!
This document sets out how we communicate across everything from marketing to everyday correspondence. It helps us present a unified voice—calm, clear, and confident—across everything we do.
Voice & Tone
- Speak with clarity and confidence.
- Avoid jargon and generic corporate speak.
- Prefer plain English over complicated phrasing.
- Write as though speaking to an intelligent, thoughtful parent or colleague.
Language & Terminology
- Use British English.
- Refer to children as pupils, not students.
- Capitalise academic subjects (e.g. Mathematics, History).
Consistency in language reinforces clarity and professionalism.
The Colour Palette
| Colour Name | HEX Code | CMYK | Use |
|---|---|---|---|
| ISJ Blue | #182B55 | 72, 49, 0, 67 | Primary brand colour |
| Powder Blue | #B0D0E8 | 28, 10, 0, 9 | Accent colour, backgrounds |
| ISJ Gold | #E79819 | 0, 34, 89, 9 | Highlight and detail |
| Grey | #C0C0C0 | 0, 0, 0, 25 | Supportive neutral |
| White | #FFFFFF | 0, 0, 0, 0 | Background and spacing |
| ISJ Red | #E30513 | 0, 98, 92, 11 | Use extremely sparingly (e.g. alerts) |
Typography Guide
Our typography pairs traditional elegance with modern clarity. Use Georgia for headings and Roboto Serif for body text. This system ensures visual consistency, readability, and a confident tone across all platforms.
Typography Sample
Beowulf
Opening Lines from the Epic
Hwæt! Wē Gār-Dena in geārdagum
þēodcyninga þrym gefrūnon,
hū ðā æþelingas ellen fremedon.
Oft Scyld Scēfing sceaþena þrēatum,
monegum mægþum meodosetla oftēah,
egsode eorlas, syððan ǣrest wearð
fēasceaft funden; hē þæs frōfre gebād,
wēox under wolcnum, weorðmyndum þāh,
oþþæt him ǣghwylc þāra ymbsittendra
ofer hronrāde hȳran scolde,
gomban gyldan — þæt wæs gōd cyning!
“Þæt wæs gōd cyning.”
(That was a good king.)
These lines are taken from the opening of Beowulf, the oldest known epic poem in English.
Source: The Nowell Codex, British Library MS Cotton Vitellius A.xv.
Our Logos
The Master Logo
The primary visual representation of our brand. It serves as the cornerstone of all brand communications across all platforms. The logo should always be used in its original form, maintaining clear space, proportions, and color integrity to preserve its impact and visibility.
The Exclusion Zone
Give the logo its space. This is one of the most important things we’d like you to remember. This space is always required on print pieces. This safe zone unit is the height of the mark, on all four sides of the logo. Do not impose on this space. It allows the logo to stand out on the page.
The Secondary Version
Only to be used where height is restricted.
The Inverted Version
To be used on the Letterhead.
The Yellow Lion
To be used on the uniform.
Images
Images are probably the most impactful communication tool we use.
“The best images show happy, engaged pupils in genuine moments of curiosity, joy, or focus.”
They highlight special, interesting moments that tell a story and evoke emotion. Strong photos are clear and uncluttered, drawing attention to what matters most to the students and their experiences.
When done right, these images create an authentic and compelling reflection of school life, making a lasting impression on parents and prospective families.
NOTE: The digital file sizes for print-based images need to be much larger (300dpi) than those required for online display (72dpi). Please ensure you use the correct resolution for effective reproduction.
Brand in Action
Our brand identity comes to life through carefully crafted ads, posters, and marketing materials that showcase the effective use of our logo, typography, and colour palette.
These examples demonstrate how to maintain consistency, clarity, and visual impact across different mediums while ensuring our brand remains recognisable and engaging.
Our Proposition: Why ISJ?
- Warmth & Wellbeing: Happy pupils in a safe, supportive school
- Academic Excellence: Superb teachers, individual attention, and internationally recognised curricula
- Holistic Education: Strong sport, music, and enrichment programmes
- Character: Good behaviour and values are taught, modelled, and expected
- Location: Leafy, affluent Pondok Indah
- Global Pathways: Access to top schools and universities worldwide