In the Guardian article Harris Federation made an astonishing statement regarding the design of the logo. They said:
We always try to involve pupils in the design of their school crest and in the majority of our schools this has been possible. Where it is not possible we still hold a session with a group of pupils to introduce them to the design aspects of creating a new logo …. this will take place shortly at Harris Junior Academy Carshalton.
It is difficult to know where to start!
When the Harris Federation made their bid to run Camden, they told parents that pupils would be involved in the design of both the school crest and uniform. They have not delivered on either of these promises.
We would also involve pupils in the design process of the new Academy crest
The logo, when it was presented, was frankly no more creative than a piece of clip art. The pupils at Camden were not involved in designing the (or certainly we have not heard of any pupils from Camden being part of any form of design team). The crest was just presented to parents as part of the new uniform design announced before the start of the Autumn Term.
The design that has been adopted by Harris is, however, in line with the logos that Harris uses at their other schools.
It could be argued that by merely “introducing pupils to the design aspects of creating a new logo” they are being “involved”, but most people would not consider that this was fulfilling the spirit of the original statement from Harris.
This not only fails the test of normal logo design, but fails to recognise the importance that heritage plays in a school crest.
If there is truly a desire to get pupils (and parents) involved, then the design of a new logo is a process that can really engage people and give them ownership in the outcome.
In creating any image for any institution or corporation, the starting point is the values that the organisation wants to project. The final design should say something distinctive and relevant about the organisation.
What is so sad is that the new logo that has been imposed on Camden has no obvious connection with the values (educational, social, personal) of the school. Further, it fails to recognise the heritage and history of Camden Juniors and its place in the local community. In making this move, Harris Federation has abandoned a perfectly good logo in the red rose.