Britannia English School is rebranding to position itself as a "cool" school that helps students understand themselves and the world better through English. The rebranding includes adopting a new visual identity centered around the letter B, emphasizing values of honesty, devotion, efficiency and simplicity. It will focus lessons around students' interests to make learning more attractive and intense. The document outlines the new brand vision, mission, personality and expressions that communicate the rebranding internally and externally.

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4. Every story has a turning point. Is its climax, when the
narrative becomes more intense and emotional.
In a detective story, for instances, it’s usually that special
moment when all the facts had been established and the
mystery can be solved. If it’s a comedy, things will have
gone badly for the main character up to the point when the
tide will turn and everything will go with the flow.
But if the story is about getting it all figured out in English
and things are already running for the best, the only
possible change is towards a higher level of
self-consciousness.
So here we are, taking Britannia into a higher stage, bigger
in size, to reach even more Brazilians, and better in
teaching to make English get on their minds.
This is the story of Britannia
turning point to cool minds.
BRITANNIA The English School Look & Feel for Cool Minds p.04

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6. As time goes by everything tends After 40 years teaching English, we find ourselves more
capable of learning, by listening, and getting in touch with
to come clear. other selves feelings. We find ourselves more aware of
our own capabilities.
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VISION MISSION
Therefore, we want to be recognized as the best English By offering the best English our students need to know,
School of all times in Brazil. What’s so cool about being about them and the World and them in the World, like in
second best? their favorite music, movies, books or sports. What the
sense of learning a language if it doesn’t help you to
understand yourself better than ever before?
BRITANNIA The English School Look & Feel for Cool Minds p.06

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8. Here is our new symbol, probably the most significant
reflex of Britannia’s new positioning as a brand.
From now on it’s easier to recognize us. We can let
everybody know who we are only by showing our name’s
first letter:
As simple as being known can Be.
Like a dynamic grid of light, the new Britannia symbol is a
representation of a flexible network that reaches
everybody, everywhere, making our brand looks as vivid,
strong, distinct and clear as a school can be.
Nevertheless, as we look inside our inner self, we find
much more than a look in our new cool attitude.
BRITANNIA The English School Look & Feel for Cool Minds p.08

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10. Changing for cool, however, isn’t just a matter of getting
a new visual identity. For a substantial and effective
transformation, we need to go deeper, adapting our values
and personality.
We stand for cool because we always want to know what’s
going on, with our students, in our classrooms, in the
world. When we don’t, we sure know how to ask, what
to ask, and in what language.
It’s easier when the whole world understands you. It gives you a higher
sense of you. Makes you know who you are and what you stand for.
BRITANNIA The English School Look & Feel for Cool Minds p.10

11. Brand Values Brand Personality
Simply put it’s a matter of self-confidence and looking Four decades of experience gave us a relaxing sense of
to Honesty, Devotion, Efficiency and Simplicity as our enlightening. We finally know who we are and what it takes
ultimate teaching rules. to reach a Cool Mind Attitude.
BRITANNIA The English School Look & Feel for Cool Minds p.11

12. Got to Got to
B Bright B Polite
Got to
B Straightforward
Got to
B Creative
Having good
understanding is the
best way to get
through. What's
cooler than being
intelligent?
In a world where time is To show good manners
money, a straightforward toward others is to show
approach to a problem is good manners towards you,
priceless. in behavior, speech, etc.
What's cooler than being What's cooler than We need to explore
clear? being nice? the power of creating,
resulting from
originality of thought
and expression.
What's cooler than
being original?
BRITANNIA The English School Look & Feel for Cool Minds p.12

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14. Above all, from now on we
recognize ourselves as
The English School.
Not only because we came from the land where the
language was born, but also by delivering the best teaching
results in Brazil.
BRITANNIA The English School Look & Feel for Cool Minds p.14

15. Brand Description
In good plane English, there’s no other School like
Britannia to learn the language of business, science,
technology, or, in other words, there’s no English School
like The English School
THE
ENGLISH
SCHOOL
BRITANNIA The English School Look & Feel for Cool Minds p.15

16. Brand Statement
While others may talk and write, we figured it all out in
English We stand for Cool because it gives us the big
picture, helping us to figure the whole world out.
In the end, we stand for Cool because we know ourselves
better than ever and, therefore, we trust in the power of
what we put in our minds.
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BRITANNIA The English School Look & Feel for Cool Minds p.16

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19. Views and Expressions
After all, this is what the new Britannia is all about.
We stand for Cool because it goes beyond basic
understanding to the point where creativity turns loose,
and playing with words, senses, references and meanings in
English change from a mind challenge to a smile.
We stand for Cool because our English lessons begin in
our student’s cooler interests, hobbies and curiosities.
And from there, everything becomes much more attractive
and intense to everyone.
To understand the whole of this new spirit, the best thing
to do is to enter in one of the new Britannia Schools.
Everything will start to fit in when you get there.
BRITANNIA The English School Look & Feel for Cool Minds p.19

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21. Institutional
This Cool Minds l Expression (Institutional) is intended for
us to speak our minds everywhere without losing our
personality. It speaks up for the brand, mainly when it’s out
of its own territory. In a certain sense, it helps us to go
beyond borders and presents ourselves to the world in the
most consistent way.
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25. Functional
This one goes for guidance. It will help everybody know
where they stand and where to go inside our school
facilities. This Cool Minds Expression (Functional) is
essential to establish and generate an appropriated flux of
persons inside Britannia. At the same time, it keeps them in
touch with the Cool Mind spirit.
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29. Emotional
This Cool Minds Expression (Emotional) is the core of our
new language. It will bump into your eyes and, hopefully,
into your mind too. It’s our challenging and witty way of
put it all together.
Every corner has its references from the English that
makes the world go round. From Cool Rocks, with Beatles,
Led Zeppelin and Stones, to Cool Writers, as Shakespeare,
or characters like Sherlock Holmes.
This Cool Illustrations, the noble part of the new Britannia
visual language and expression, are intended to emotionally
evolve everyone inside The English School.
BRITANNIA The English School Look & Feel for Cool Minds p.29

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37. NOW THAT YOU
HAVE THE WHOLE
COOL PICTURE,
IT’S TIME TO
GET IT INTO
YOUR MIND.
RELAX AND MAKE
BRITANNIA LIVE
THROUGH YOUR
COOL MIND.