In our process, we don't start with logos.We start with learning.
But sometimes, a logo is the best way to start a conversation.
Stori is the new face of School ID—our observant owl mark. But she’s more than a logo. She’s part of a broader system designed to show how we help schools tell their story once it’s clear. Because that’s where we begin: not with visuals, but with story. Then we build what the story calls for.
More Than a Logo. A Strategy You Can Live In.
Our brand strategy process is built for schools. It’s grounded in real conversations with students, families, staff, and leadership—and shaped by years inside international school marketing teams. Stori is one outcome of that process. But more importantly, so is a renewed understanding of our purpose, our structure, and the identity that holds it all together.
We call our strategy model the OWL framework: Ongoing Watching and Listening/Learning. It’s built around the space where your school’s identity meets community perception. In that space, we ask:
- How do people see us?
- What do they believe we stand for?
- Do our stories and actions align?
When schools understand those answers, they can guide perception with purpose. That’s how trust grows and how authentic stories take shape.
Why an Owl? Why Stori?
Stori was inspired by the Oriental Scops Owl, a small, reflective bird found in Southeast Asia. Known for listening before speaking, it became the perfect metaphor for our approach. Her head tilt signals curiosity and attentiveness. The blocks in her wing connect to the grids and modular systems throughout our brand.
And the name? It’s a signal that she’s part of something bigger. She represents a system for managing your school brand with clarity, purpose, and an authentic story.
Part of a System, Not a Standalone Mark
Stori is just one piece of our visual identity system. Together, our logo, illustrations, colors, and layout structure reflect the values and strategy behind our work. You can explore more in our Logo System Case Study, and our Color Case Study.
Not every school needs a full redesign. Sometimes, the right visual system is already there—it just needs structure or small refinements. If the community already connects to the current look and feel, we respect that. In fact, replacing visuals that already build connection is the last thing we’d recommend.
But in our case, we knew our original system wasn’t aligned with our updated story. So we rebuilt it with intention, clarity, and Stori at the center.
