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.

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).

Alternate lockups to aid in brand versatility and brand extension.

Extraordinary lockups available on request from the Community Engagement Team.

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.