Institute for Apprenticeships Branding

We created the branding for the Institute for Apprenticeships, a new regulatory body which sets standards for and raises the profile of apprenticeships. ‘Growing talent for tomorrow’ was the inspiration behind our branding. It had to appeal to both apprentices and employers and reflect the institute’s authority as a regulator.

In the logo mark, a star emerges from the centre of a growing flower, emphasising how apprenticeships nurture talent and reward achievement. The star symbol is used as a mark of high quality assurance throughout the branding and is central to the overall identity. Cropping into a section of the star provides a curved graphic element, used to hold imagery and add pace and movement to designs.

A modern and timeless typeface, used in uppercase, conveys the heft and seriousness to reassure employers and learners that the institute can be trusted as a regulator to work with rigor and authority.

Vivid blue and steely grey reinforces the serious tone for products such as certificates and stationery. This is supplemented by a colourful secondary colour palette, to reflect the fun and exciting nature of apprenticeships, to be used alongside the primary colours on applications such as the website and tote bags. Full colour photography of apprentices in action further brings the subject matter to life.