Corporate identity for the Rotterdam International Secondary School, Rotterdam, The Netherlands

Rotterdam International Secondary School is a public/private international educational institution which has been serving international families and students in the Rotterdam region for over 18 years. In need of a corporate identity to replace the one they had been using from the beginning – but more importantly to capture and reflect who they were as a school and a community – they turned to M-space for support. From the start it was clear that the challenge would be to capture the vibrancy, dynamics and role which an international school plays for the families who are part of RISS. Reflecting on the schools core values and its mission to ensure that every student enjoys their childhood were central steps of the design process. RISS is a thriving community, with students, staff and families from around the globe. As an international school, for many it serves as a home, a place of association – not only a place of academics and teaching. And, it is a community in which all members work together towards challenging one another to improve the school, and the experience of its students’, academic and otherwise. The old logo did not capture or reflect the mission or the environment in which all those who are part of RISS engage in. Based on the school’s core values of relationships, courage, respect and responsibility we developed a concept: dare to enrich one another. From there we designed a logo in which students, staff, parents and the school itself were each uniquely represented by a geometrical shape. Put together, these shapes, each an element of the school, the community, form the logo for RISS. Put together the shapes reflect the mutual support and synergy of RISS’ diverse and dynamic community. The shapes were chosen to capture the role of each element as seen from the students’ perspective. After they are the reason a school exists and is committed to excelling. These shapes are also used in different tools, branding within the school – making it clear who is speaking, for whom the message is intended and drawing each person reflected by the shape into the conversation, into the community which is RISS. For the teachers, we chose a triangle – to reflect the direction they provide their students. For the parents, we chose a square – reflecting the solid base parents provide their children as they grow and learn. For the students, we chose a hexagon – intended to reflect, capture and inspire them to consider all the options, directions they have in their lives. Finally, for the school we chose a circle – as it was within this circular community of mutual support and respect that all takes place. The colour palette chosen also reflects back towards the core values – and are a combination of vibrant and shaded colours – giving the logo an exciting, lively appeal.