South & City College Birmingham

FE college marketing case study - How Birmingham design agency Traffic rebranded South & City College 


A new brand identity for the largest
further education college in the West Midlands.


The Challenge



The first step was to understand the current brand perceptions, so that any shortcomings or negatives could be addressed by the new brand.

To do this, we conducted quantitative and qualitative research among students and staff via online surveys and focus groups.

We then probed what students and staff needed from the new brand. Prospective students were also included at his stage so we could understand the needs of school leavers.

The research uncovered the need for a brand that was:




The brand identity

The logo and brand values celebrate the merging of two established Birmingham colleges. South & City College Birmingham is one of the largest combined further and higher education colleges in the West Midlands, with over 12.000 students and 4,000 staff.


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