A Dynamic Identity for a Leading School

For more than 50 years, The Nueva School in Northern California has led the field of gifted education. At Nueva, students from pre-K through high school discover and develop their passions, and learn to make choices that positively and profoundly impact the world.

The school engaged Office to help them express their unique approach and leadership, through a cohesive visual identity system, website design and key messaging.

Nueva is built on a responsive approach to education — they adapt to meet the shifting imperatives in the world, and respond to the different intellectual, social and emotional needs of each student. To reflect this, Office created a dynamic logo that’s always changing. The “open N” mark serves as a holding device to highlight Nueva’s projects, people and campuses. It’s designed to be inclusive and reflect the creativity that’s core to the Nueva experience. The mark itself provides an opportunity for individual expression: the community is invited to participate and make it their own.

The bold identity system signifies Nueva’s leadership. Vibrant colors and images convey the school’s optimism as they help students make a positive impact.

Office collaborated with the Nueva team on website design and content, to bring to life the Nueva experience. We wanted to create the digital equivalent of stepping onto campus and talking with teachers, students and parents about what makes Nueva special. This included defining gifted education, highlighting extraordinary projects and experiences (including videos), amplifying the voices of teachers and students, and featuring the beautiful, modern campus, with facilities that support Nueva’s project-based learning.

As part of the new cohesive system, Office also created a new mascot and typography for Nueva Athletics, used across sports jerseys and fan gear that fosters school spirit and a sense of community. (Go Mavs!)