Oxford School of English Brand Redesign
Joshua McDonald
I was personally tasked with redesigning the Oxford School of English's visual identity to reflect a modern yet prestigious image, while preserving the school’s historic roots to gain more traction from international students.
The old logo lacked structure and relevance for an international market, while also being a copy of the Oxford Dictionary Logo. My approach incorporated the English lion, symbolizing British heritage, within a shield to evoke the traditional English crest. This not only nods to historic symbols like those of the England FA, but also taps into global cultural references, such as the iconic crests from Harry Potter films.
The colour palette, featuring “Oxford Gold” and “Oxford White,” was inspired by the city’s architecture to create a high-end aesthetic. The typography blends classic and modern elements to reinforce the school's prestigious image. From logo creation to typography and colour choices, this solo project completely redefined OSE’s identity, preparing it to engage a global market.
Final brand identity applied to permanent exterior signage in Oxford.
Website hero design reflecting the new visual identity and tone of voice.
Primary logo lockup and colour system developed for the brand.
Signage mockup used to test scale, contrast, and legibility before production.
Primary wordmark used across print and digital applications.
Primary logo lockup combining the crest and wordmark.
Abbreviated logo variant developed for compact and secondary uses.
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Posted Jan 18, 2026
Redesigned Oxford School of English's visual identity for a global appeal.
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Oxford School of English
