The District embrace vibrant form and colour in their identity for local primary school St Paul’s

Cambridge-based design practice The District have articulated local primary school St Paul’s diversity, energy and community in its identity, led by the strategic notion ‘Life in all its fullness.’ Embracing the accessibility of elementary geometry, the resulting visual language explores the beauty and engagement of simplicity, utilising vibrant combinations of shape and colour. “The whole identity system is based on diversity,” Founder & Creative Partner Matt Bagnall tells us. “Whoever the students are, and whatever their background, St. Paul’s helps them achieve their potential. Everyone learns at their own pace, becoming perfectly formed in their own time,” he adds. This diversity, along with that of the curriculum, is captured by this mix of organic and inorganic shapes. “Essentially it is the mix of these people represented by these shapes that makes St. Paul’s special.” Bringing together the playful graphic elements is the use of Studio René Bieder’s curvaceous sans serif Rational as the hero typeface, which, true to its name, translates a sincerity and practicality alongside its fun letterforms – in essence, embodying the school’s spirit. With Rational sitting alongside the abstract arrangements of shapes, the exuberant identity represents the expansive, community-led nature of St. Paul’s, providing a variability and scope that nods to how no two days at the school are the same.