Fountain of Knowledge School: A Brand Reimagined

Fountain of Knowledge School, a private institution in Addis Ababa since 2001, needed a brand update to reflect its modern educational approach while honoring its core values. The project encompassed a full logo redesign, brand ethos expansion, and visual identity modernization—all while preserving the school’s legacy.

Early brainstorming sessions focused on elevating the original logo’s strongest elements. The solution? A refined logomark and wordmark that balance tradition and innovation.

Symbolism: The logomark combines five core icons:

A book (knowledge foundation)

An atom (scientific curiosity)

A fountain (lifelong growth)

Water (flow of learning and purity of purpose)

A shield (protection, integrity, and academic rigor)

Design Approach:

Simplified shapes for clarity and scalability

Modern, professional typography

Fresh yet timeless aesthetic

Classic blue embodies trust, focus, and academic rigor. Sunny yellow sparks creativity and joyful learning. Together, they reflect the school’s balance of stability and innovation—proven hues that enhance concentration (blue) and collaboration (yellow). A visual metaphor for holistic education.

The brand’s visual identity is built on the "Big, Medium, Small" design principle, creating hierarchy and harmony across all assets. This approach is paired with solid, sturdy shapes—primarily squares and rectangles—to reflect the school’s stability and structured learning environment.

Layouts: Designs use a clear progression of large, medium, and small elements for the best possible readability and aesthetically pleasing layout.

Shapes: Squares and rectangles anchor the composition, symbolizing:

Foundation (education as a cornerstone)

Balance (holistic development)

Strength (resilience and academic rigor)

Adaptability: The system scales seamlessly, from brochures to digital platforms, while maintaining visual cohesion.

Why It Works: The geometric rigidity is softened by the logo’s fluid elements (water, fountain), striking a balance between discipline and creativity—mirroring the school’s ethos.

The new identity achieves:

Recognition: Instantly familiar yet contemporary

Versatility: Works across all school divisions and materials

Mission Alignment: Visually embodies the school’s values

Symbols Matter: The logomark tells the school’s story at a glance.

Simplicity Wins: Clean lines ensure legibility across applications.

Values-Driven Design: Every choice reflects the school’s educational philosophy.