Kingsway College School ‘expands possible’ in rebrand

The Toronto private school tapped Art & Science to help modernize its look as it adds senior grades.

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Toronto’s Kingsway College School (KCS), a private school in the city’s west end, is expanding – both literally, and in a rebrand led by agency Art & Science.

The rebrand, which launched this month, looks to bring the school’s image forward, adapting its core values to a modern context and promoting the private institution’s new, full junior kindergarten to Grade 12 offering as it adds senior school (Grades 9 through 12) in Sept. 2022.

The rebrand is built around the school’s core values, which it calls the “Four Doors to Learning” – a focus on academics, arts, athletics and citizenship; the “Three School Rules” – respect, manners, and trying your best; and the “Habits of Mind, Body and Action.” Those three elements are brought into much of the rebrand’s visuals, which are being incorporated into the school’s uniform crest, athletic gear and other school clothing, in-school signage and murals, merchandise, and across its website and communications.

The elements are brought together with a new tagline: “Expand possible.”

“We like to think that the values our school has been built on since 1989 have not only stood the test of time, but also keep us grounded in any future initiative like something as important as the new senior school, which is a major transformation for us,” says Derek Logan, head of school for KCS.