Brand principles

We have some tips to help you apply our brand for maximum impact.


Be confident, not cluttered

  • Say one thing very clearly rather than lots of things badly
  • Use concise, confident copy
  • Be bold and simple in your designs

Less is more

  • All designs should be simple, modern and aspirational
  • Less is definitely more – including content
  • Each element within a piece of communication should have an explicit reason for being there


Students walking on the grass outside Airthrey castle

Don’t be afraid of white space

  • Don’t feel the need to fill spaces
  • White space helps give a feeling of lightness and allows messages to shine

The details matter

  • Make sure all designs are well crafted and attention is paid to the detail - for example, spell-check copy and ensure good text and image placements.
  • These small details add up to a premium, quality feel.