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Barker College


Barker College has been part of the fabric of Sydney life for over 126 years. It is a thriving school, with a rich heritage, providing outstanding education for both day students and boarders.

Against the backdrop of a changing landscape, where competition is increasingly aggressive, Barker College is at risk of becoming eclipsed by schools who shout louder. In order to continue to win the hearts and minds of future generations, we needed to frame the Barker College brand story in a compelling and relevant way. 


We worked with students, teachers, parents, alumni and staff to understand the unifying strengths and benefits of the Barker experience. We designed a collaborative process based on design thinking methodology. We found that in a sector where schools are promising to ‘fortify’ children against the challenge of the future, Barker is actively embracing this challenge – ensuring students have the confidence and capacity to make their own way in the world beyond the school gates.


We created a new brand strategy and a visual identity that reflects the goals, spirit and intentions of Barker’s next chapter.

The brand idea ‘Creating Brighter Futures’ – focuses on empowering students, teachers and parents to actively shape their future. We brought this to life by championing the Barker name with a new wordmark and creating an iconic B framework that students emerge from.

A refreshed colour palette heroes the bright Barker red. The focus on the future is reflected in the new strapline ‘Inspiring Tomorrow’. The brand voice is bold and messaging focuses on the impact that Barker students have on the world.

Phillip Heath, Head of Barker, said:
“It has been a pleasure to work with the creative team at Principals. This was the first time Barker engaged a branding agency to review its standing in the market place and to develop a concept that would allow Barker to stand out from its peers and competitors. The school is in a strong position and is entering an exciting time as it moves to become fully coeducational. The refreshed brand developed by Principals presents a bolder, more confident Barker and reflects the direction that the school is heading.”