The Master crest contains a number of elements that combine to represent the values of the College.

The crest bears three main elements:

• Open Bible – The open Bible is central indicating that God’s words give a light to our path – (Psalm 119:105)

• Division of lightness into darkness (God’s word will guide us from darkness into light). John 1 refers to Jesus as the light of the world that overcomes darkness. Therefore, we have more light than dark in the crest

• Motto (‘Christ our Wisdom’ refers to the theme of Paul’s first letter to the Corinthians).

The Wordmark can be used for applications where the motto would otherwise become too small.

EPS files are the preferred file format for print, because they are vector-based files they are scalable and generally provide the best reproduction. They should be used on all professionally printed pieces.

PNG files are most often used in digital media, such as web and PowerPoint. They have transparent backgrounds, so they are a good choice for non-white backgrounds.

SVG (Scalable Vector Graphics) is a web friendly vector file format.

Logo files available on request from the Community Engagement Team.

Note: If creating a document in Word you may use Franklin Gothic Book with the Bold function, rather than the Medium font, if desired. Letterhead uses slightly different font sizing. Please refer to the WCC Letterhead templates in Word and on Connect.

The palette provides both dark and light colour options. Below are the preferred brand colour pairings for best legibility and accessibility, across all applications and for large bodies of text.

The 60-30-10 colour proportion is a strategic guide intended to maintain visual balance and harmony across all brand assets. It should be used to inform design intuition and decision-making, ensuring that the Dominant colours provide the necessary grounding, the Secondary colours add texture, and the Accent colours retain maximum impact. This is not an exact measure to be precisely calculated on every page or asset, but rather a flexible framework to ensure the brand’s palette is deployed consistently and effectively.

Dominant (60%)

Navy, Deep Blue, White, Cream

These foundational, darker, and neutral colours create the bulk of the brand’s sophisticated background and structure.

Secondary (30%)

Teal, Light Blue

Mid-tone colours used for supporting elements, large text blocks, headers, and visual separation.

Accent (10%)

Gold, Bright Blue

Providing high-contrast emphasis, highlighting key information, calls to action, and the handwritten “extraordinary” element.

When using the William Clarke College brand, it is important to use the brand colours as shown to establish brand recognition and maintain accessibility.

Photography Style

1. Purpose & Overall Tone

Photography should communicate the energy, warmth, and integrity of the College community. Images must feel positive, student-centred, and grounded in real moments. The priority is to show students engaged, confident, curious, and supported. The tone should be approachable, intelligent, and professional, never staged or overly polished.

2. Subjects & Composition

• Hero Shots: Use strong single-subject portraits to highlight individual students and their personal progress. These should feel candid rather than posed, often capturing a moment of interaction, concentration, or joy.

• Group Moments: Include small groups where collaboration, learning or community spirit is evident. Ensure clear focus on one primary subject to avoid visual clutter.

• Community Representation: Show a mix of ages, backgrounds, and year groups to reflect the breadth of the College community. Aim for natural interactions rather than “line-up and smile” formats.

• Framing: Shoot at eye level for connection. Keep backgrounds clean; use depth of field to separate subjects from busy environments.

3. Mood & Expression

• Encourage genuine expression: laughter on the sports field, curiosity in the classroom, quiet focus in assemblies.

• Avoid images where students appear disengaged, bored, or overly posed.

• Look for moments that show confidence, discovery, teamwork, and mentorship.

4. Environment & Context

• Learning Spaces: Capture students interacting with authentic educational tools: books, science equipment, outdoor learning activities, technology (always in real classroom conditions).

• Community Life: Use assembly, chapel, playground, and co-curricular environments to show diversity of school experience.

• Uniform & Presentation: Uniforms should appear neat and accurate to policy. Avoid images where clothing is wrinkled, logos covered, or appearance is unrepresentative.

5. Lighting & Colour

• Lighting: Favour natural light wherever possible. Maintain bright, clean exposure with minimal harsh shadows. Indoor shots should feel open and airy, not dim or heavy.

• Colour: Colours should reflect the College palette: strong blues, golds, and warm neutrals, without heavy filters. Maintain accurate skin tones and a consistent overall warmth.

• Consistency: Avoid high-contrast, moody, or stylised approaches. Keep editing subtle and uniform across all photography.

6. Authenticity & Activity

• Prioritise real activities over staged scenarios: students doing, not posing.

• Show hands-on learning (e.g., experiments, reading, discussion, outdoor activities).

• Capture micro-moments: a student explaining something to a peer, excitement during sport, quiet confidence before a presentation.

7. Technical Requirements

• Shoot in high resolution for flexibility across print and digital.

• Use shallow depth of field selectively to draw attention to key subjects, especially in busy environments.

• Maintain sharp focus on the main subject’s eyes.

• Avoid distracting elements like cluttered tables, half-eaten food, or messy backgrounds unless contextually relevant and controlled.

The handwritten type must be reserved for high-impact, premium placements where the brand needs to communicate its unique energy and core promise. Its power is derived from its scarcity.

The handwritten type is a fixed, non-editable graphic asset. It cannot be altered, stretched, recoloured (beyond brand palette), or have effects applied (e.g., shadows, outlines).

It should function as a visual signature or stamp, often isolated or placed in close, contrasting proximity to the main institutional lockup. Use it as an emphasis, not as continuous body copy.

Always utilise the handwritten element against a backdrop of high visual contrast, either against the conservative type of the main logo/copy or against a plain background (e.g., solid colour, clean photograph).

The Primary Extraordinary assets can be used for internal and external applications.

Alternate lockups to aid in brand versatility and brand extension.

Extraordinary lockups available on request from the Community Engagement Team.

In addition to the Primary Extraordinary lock up, the children’s handwritten Extraordinary variations may be used for internal and school community facing applications. The children’s handwritten assets should not be used for corporate or public facing applications, except as they appear in the animated lockup.

The children’s handwritten variations should never be used to replace the Primary Extraordinary lock up. They should instead be used as a graphic element to add energy and excitement to a layout, as in the examples below. When using Extraordinary over an image be sure to keep the image as the hero. Consider how the complexity and tonality of the image will impact the overall feel, to avoid layouts becoming too cluttered or complicated.

When using the children’s handwritten assets consider using the assets that are relevant to the particular age group.

The following examples show the William Clarke College brand in application.

Given the College has international students, it is a legal requirement that the College’s CRICOS Provider Number (02315J) be included on any promotional material distributed by the College which may be viewed by international students. It is usually placed on the back of a document under the College’s address and website details.

For more information, please contact the Community Engagement Office.

Template files available on request from the Community Engagement Team.

The following examples show animated examples of the William Clarke College brand.

This is the College’s insignia. It should be used on material relating to Representative Sport. Primarily, the insignia is used on our Representative Sport uniforms.

The Uniform Committee and College Council always oversees the usage of this logo and the development of Representative Sport material.

This is the Connect logo. It should be used on material promoting Connect related projects and events.

The Community Engagement Office oversees the usage of this logo and the development of Connect promotional material at all times.

This is the We Are Student Publication logo. It should be used on material promoting We Are.

The Community Engagement Office oversees the usage of this logo and the development of the We Are promotional material at all times, alongside the We Are student Publication Team.

Brand Voice

Our distinct and recognisable personality whereby we differentiate ourselves from other schools, inspire loyalty and communicate consistently.

Warm and Inclusive
We emphasise belonging, community, and support.

Inspirational and Aspirational
We encourages growth, courage, and purpose.

Faith-Centred and Values-Driven
We are rooted in Christ and seek to support character development.

Celebratory and Empowering
We highlight progress and achievement in all forms.

Motto

Expresses core values, purpose, or guiding principle. Concise, meaningful and inspirational. Foundational and unchanging.

Christ Our Wisdom

Tagline

Reinforces identity and market positioning. External-facing, concise, catchy, aspirational. Shifts with culture.

Where Extraordinary Begins

Purpose Statement

A clear and concise declaration that explains why we exist. It defines the fundamental reason for being and the impact we aim to have.

We are a Christ-centred community that seeks to develop extraordinary learners with a passion to serve others.

Virtues

Our core principles and beliefs that guide our actions and decisions. They serve as a foundation for identity, culture, and customer experience.

• Courage

• Compassion

• Integrity

• Hope

• Humility

Cultural Framework

Our structured approach to defining, shaping, and aligning our virtues, beliefs, and behaviors with our strategic goals, transforming abstract concepts into actionable practices.

A.R.T: Authentic, Relational, Transformative

Our cultural framework supports our College virtues and underpins a Christ-centred community. With Christ we are free to be Authentic, Relational and Transformative. In building a culture that is Authentic, Relational and Transformative, our goal is to enable individuals to know, understand and embrace the true freedom that comes from knowing Christ. Our staff seek to embed the following aspects of A.R.T in the ways they work and interact with others.

• Authentic: We champion integrity and wholehearted endeavour.

• Relational: We foster trust and collaboration in a community where each individual belongs and is known.

• Transformative: We pursue substantial growth and embrace Christ’s ‘upside-down’ wisdom in all we do.

Narrative

The overarching story that communicates who we are, what we stand for, and why it matters. Connects purpose, virtues and mission with our audience.

William Clarke College is where students discover their extraordinary.

Where success means more than grades. Where curiosity fuels courage and learning becomes a life-giving pursuit. Where challenge is met with determination, and progress of all kinds is celebrated. Where service to others isn’t just an act, but a way of life. Where life is viewed with a sense of wonder and possibility.

It’s a place where Christ is at the centre, character is cultivated, and faith shapes every step of learning. Where each student finds belonging, discovers purpose, and is prepared, heart and mind, for an extraordinary future.

Discover Extraordinary at William Clarke College.

Where Extraordinary Begins.

Key Messaging Pillars

Our foundational messages, providing clarity, consistency, and differentiation. They distil our unique value into 3 core points that guide all communications, ensuring every piece of content reinforces what we stand for, building trust, and creating emotional connections with our community.

Christ-centred Community

William Clarke College was founded on a deep conviction that the teachings of the Bible—particularly those concerning Jesus Christ as creator, sustainer, and redeemer—are true and transformative. This foundational belief continues to shape the College’s mission to nurture the holistic development of young people through an education grounded in a Christian worldview. Our approach seeks to cultivate character, foster intellectual growth, and support identity formation, equipping students to live purposefully and responsibly in God’s world. While our values are rooted in Christian faith, we warmly welcome families of all backgrounds, including those of other faiths, or no faith. The vision of our founders remains a guiding force in the life of the College today.

Developing Extraordinary Learners

At William Clarke College, we believe every student has the potential to be an Extraordinary Learner—someone who actively engages with ideas, applies knowledge in meaningful ways, and grows through challenge. These learners are thoughtful, resilient, and open to feedback, viewing mistakes as opportunities for deeper understanding. Our future-focused curriculum nurtures this mindset by fostering student agency and encouraging ownership of their learning journey. Through this approach, students develop in three key areas: Christ-like character, academic mastery, and enterprise skills. These pillars support a holistic education that prepares young people for a life of purpose, integrity, and meaningful contribution.

Passion to Serve

Grounded in our Christian foundation, William Clarke College is a community shaped by compassion and a commitment to serving others. Guided by biblical teaching, students are encouraged to use their knowledge, skills, and talents to serve others; in the classroom and beyond. We encourage students to care for those in need—locally, nationally, and globally. Service beyond the College is woven into College life through awareness and fundraising initiatives, as well as practical service with local not for profit organisations. Our student leaders play a key role in inspiring their peers to give generously and grow in empathy, character, and leadership.

Manifesto

Declares our core “why,” inspiring our staff, students and community by articulating a passionate, emotional purpose beyond just service delivery, creating a rallying cry that fosters deep connection, loyalty, and consistent identity by explaining the change we aim to create in the world and inviting people to join the cause.

Extraordinary is more than grades. More than simply a bar to clear.

Extraordinary is being known, finding belonging.

Extraordinary is progress, each person moving forward step by step.

It’s challenge met with courage, passion and determination

Less about how far you went and more about what it took to get there.

Extraordinary is developing a strong sense of identity and discovering purpose.

It’s for those curious to wonder, courageous to explore, and daring to discover.

It’s cheering one another on, in the big and the small, even when it’s hard – especially when it’s hard.

Extraordinary is when learning becomes a life-giving pursuit. It is programs and places designed to inspire the individual and unite the collective.

It’s teachers who walk-alongside, knowing, loving, guiding.

Extraordinary is where progress is personal, and every achievement, in all its shapes and colours, is celebrated widely.

Extraordinary grows when Christ is at the centre. When faith in Jesus shapes learning, and lives are lived following an extraordinary God.

Where truth guides our steps, and hearts and minds are prepared for whatever the future asks.

Where service to others isn’t just an act, but a way of life that flows naturally through every action.

Extraordinary is stepping into the world with passion, purpose, and the courage to live a life of love.

Extraordinary begins in Christ-centred community.

William Clarke College. Where extraordinary begins.