Brand Strategy

Brand Purpose

Purpose

We are a future-focused learning community

We want to be known for

Evolving school-based learning that contributes globally

Reach and impact beyond the Hunter

Creating programs and methods that are totally different

Core Values

People

We exist to foster the uniqueness of all people, enable deeply integrated community, serve others authentically and reflect the character of Christ

Growth

We aspire to co-evolve a new exemplar of future focused schooling that contributes to the transformation of global education

Fun

A deep and profound love of learning, reflected as engagement, autonomy, enjoyment and connection

Target Audience

Parents looking to give their children the very best opportunity in life.

Characteristics

Age: 30-60yrs
Income: Middle to High
Geographic – Students represent a wide geographical spread across the region, primarily drawing from around the Lake Macquarie & Wallsend areas.
Small business owners, academics, healthcare workers

Needs & Motivators

Social – following friends, or escaping a negative situation
Drawn to the reputation for academic excellence
Looking for a nurturing community where they will feel safe, valued and a sense of belonging
Young people looking for options and opportunities in their learning

Influences

Friends & Family – friends at the school
Word of mouth

Students looking for a school they want to attend

Characteristics

Age: 12-15yrs
Income: Children of middle-high earners
Geographic – Students represent a wide geographical spread across the region, primarily drawing from around the Lake Macquarie & Wallsend areas.

Needs & Motivators

Social – following friends, or escaping a negative situation
Drawn to the reputation for academic excellence
Looking for a nurturing community where they will feel safe, valued and a sense of belonging
Young people looking for options and opportunities in
their learning

Influences

Friends & Family – friends at the school
Word of mouth

Brand Position

Pioneering the future of education

Leader, forward thinking, pioneer, enabler, authority and experienced.

We are built on solid foundations set over decades of education, operating with authority and experience. We are not shackled by history, rather it propels us into the future. Driven by the need to constantly reassess what education looks like, we regularly ask “is this is the best way to achieve success for students both academically and in life?” The core goals remain the same, but the manner in which we reach those goals is ever-changing.

We act as an incubator, enabling opportunities for growth, crafting environments where new ideas, innovations and methodologies have the time, space and resource to be explored, trialled and implemented.

Our arms are wide open, we are a place that is fun, where staff, students and families feel welcomed, embraced and excited to be part of.

We are Macquarie College and we are pioneering the future of education.

Personality

A pioneer – leading the way and forging new paths

Leading the charge

We are forward thinkers, pioneering the way school-based learning looks and operates. We are creating frameworks and teaching styles that will change the system and become the norm.

Solid foundations

We are built on the richness of a long and well established legacy. We are a safe and nurturing community, a place where people from all walks of life are welcome. We are connected. Our global partnerships ensure opportunities and cutting edge learning.

Dedicated & intentional

We are dedicated to seeing each student grow. We operate with a deep sense of momentum, movement and direction. We drill down to the finest detail, and follow through to ensure each student has the opportunity to discover their own unique skills and passions.

Innovative

We are redefining the approach to school-based education, thinking through every aspect to ensure the best experience and outcome is achieved for all students.

Tone of Voice

Our tone aims to welcome and inspire students

Warm

We are welcoming and friendly, reassuring students & families that they are completely safe and valued.

Professional

We describe what we do with a sense of authority and a professional yet approachable tone.

Intelligent

We are educated and knowledgeable, our staff are the best and our standard of education is second to none.

Inspirational

We inspire people, both students and staff, to discover their unique skills and passions and strive to reach their full potential.

Logo

Primary Logo

Variations

The Macquarie brand contains logo variations for use in different applications. Guidance for usage can be found below.

As a rule of thumb, use the Primary logo or the crest, in Navy, wherever possible.

Primary logo

Extended

Stacked

Crest

Crest (Outline) – small sizes only

Crest (Solid) - small sizes only

Wordmark Stacked

Wordmark Extended

Wordmark Macquarie

Clear Space & Sizing

When applying logos, it’s important to maintain clear space.

For variations containing the crest, ensure clear space around all sides equal to 50% of the height of the crest body.

For wordmark variations, ensure clear space equal to the height of the M in ‘Macquarie’ at 100% scale.

It’s also crucial to use the appropriate version of the logo for the context—and at the correct size. Minimum sizes are listed below for the main logo versions.

For the small sizes crest, a maximum size is listed – this is because the small sizes crest should ONLY be used where an extremely small logo is needed (e.g. in a website favicon, or on small uniform items such as socks).

Restrictions

These restrictions should serve as a guide for what not to do when applying the Macquarie logo or any of its variants.

The alternate colour versions of the logo (Moss, Green, Red and Pink) should ONLY be used in context with their matching colour—Navy with Blue, Moss with Green, and Red with Pink. See page 13 for an example of colour application.

To maintain brand integrity, use the logos only as directed. Where a rule isn’t specified, use discretion. If in doubt, use the Primary Logo in Navy, black or white.

Do not rearrange, resize or reorder the logo elements

Do not stretch or distort the logo

Do not apply the logo to conflicting or low-contrast colour backgrounds. Combinations to avoid include pink on white, navy on black, green on red, and blue on green

Colours

The Macquarie brand contains six colours, in addition to black and white.

These colours should generally be used in pairs—Navy with Blue, Moss with Green, and Red with Pink.

Avoid applying colours with either low or jarring contrast (such as Pink and white, or Moss and Red).

Primary Palette

Navy

HEX:#163a56 CMYK:96 75 42 34 RGB:22 58 86 PMS U:302 U PMS C:302 C PMS T:19-4120 TCX

Blue

HEX:#3878ba CMYK:80 49 2 0 RGB:56 120 186 PMS U:2394 U PMS C:2394 C PMS T:18-4143 TCX

Moss

HEX:#1c594a CMYK:86 42 70 34 RGB:28 89 74 PMS U:7726 U PMS C:7726 C PMS T:19-5420 TCX

Green

HEX:#3bb54a CMYK:74 0 100 0 RGB:59 181 74 PMS U:7481 U PMS C:7481 C PMS T:16-6340 TCX

Red

HEX:#d43530 CMYK:11 94 92 2 RGB:212 53 48 PMS U:2347 U PMS C:2347 C PMS T:18-1559 TCX

Pink

HEX:#debad6 CMYK:11 29 1 0 RGB:222 186 214 PMS U:7422 U PMS C:7422 C PMS T:13-2805 TCX

Typography

Typeface

Maison Neue Medium

Maison Neue Book

Maison Neue is Macquarie’s primary typeface. Use the medium weight for headings and subheadings, and the book weight for body copy.

Brand & Deliverables Kit

Brand Package Inclusions

Logos
Colours
Fonts
Photography

Deliverable List

Billboard
Business Cards
Certificate
Corflute Sign
Electronic Sign Lake Rd
Embroidered Logo
Envelope
Flags
Gazebo
Lectern Banner
Letterhead
Notepad
Powerpoint Slides
Presentation Folder
Pull Up Banners
Slips and Passes
Social Assets
Staff Badges
Tablecloth
With Compliments Slip

View Brand & Deliverables Kit on Dropbox

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