Helping New Zealand Schools Craft Compelling Visual Brands.

School Branding Matters provides specialist visual branding solutions for new and existing schools. Welcome.

Creating a new school logo design is one thing. Crafting a compelling brand story around your school's unique character is another. And building this is a marathon NOT a sprint. I describe the process schools go on as

Inspiring Journeys in School Branding


I am Craig Burton and my Educational Branding Consultancy, School Branding Matters, has been providing 'One Stop Shop' specialist branding advice to New Zealand schools since 2008. My aim is to provide the kinds of solutions that school leaders are looking for whether it's a new School Logo, Values or PB4L BrandingEthos ModelMascot, Website, School Prospectus, Wellbeing Branding or whatever. These are only a few of the many types of projects that I work on for schools.

Foundation School Principals and Board Members might be interested in my New Builds / Rebuilds page. There you will find new school build or rebuild branding examples with links to Case Studies containing further guidance and advice.

I hope that the information and examples shown act as inspiration for you to begin a school branding journey of your own. Jump in!

Recent School Principal Testimonials

Jamin Lietze Myross Bush School Southland NZ

"Craig came with a great reputation and he hasn't disappointed. Over the last year, Craig has worked with us to develop a mascot and create a new logo for the school. He is very professional and his experience with working with schools is obvious.

Craig listened well to our situation and desires and then went about in a timely manner, producing products that we are proud of today. I have particularly appreciated Craig's honesty guiding us wisely with his professional opinion to the excellent outcomes we have today. Thank you Craig."

Jamin Lietze (
Principal) - Myross Bush School, Southland

Alan Jackson Mt Eden Normal Primary School Auckland NZ

"Really impressed with the design process, and the time taken to understand the local context and priorities in what we wanted our logo redesign to capture. The communication was great throughout, and the professional approach enabled us to achieve our goals and refine the concept really effectively.

I would highly recommend the service as a positive and creative design project that helped us move forward to define a fresh new look."

Alan Jackson (
Principal) - Mt Eden Normal Primary School, Auckland


Who Am I?

School Branding Matters is an Educational Branding Consultancy that was founded in 2008 after seeing a need for specialist branding advice in the New Zealand education sector.

My name is Craig Burton and I bring over 25 years graphic design experience to the New Zealand education world by providing a 'One Stop Shop' style approach to their school branding requirements. My aim with School Branding Matters is for it to be the name that school leaders think of . . .


What is School Branding?

Your school brand is your reputation as a reflection of your school culture in the community. I refer to visual school branding as the variety of branded media used to help promote a school, its products, and services.

It's important that any school marketing material has a consistent visual style and feel about it along with a consistency around the school message. Why? Because over time your community will build up a familiarity with your brand image. The more that consistent image and message appears . . .


School Case Studies

Every school has a compelling brand story that can be crafted into an unique looking brand image. The case studies are from schools throughout NZ and have been created to inspire, inform, and help educators when it comes to making design decisions about their own schools brands. 

It's been an exciting journey. So jump in and have a look. I'll be updating this page regularly with new case studies. Feel free to leave a comment or share any of these case studies with your peers . . .

From My School Client Friends


"Craig, of School Branding Matters has a real understanding of the changing landscape of education in New Zealand. Ensuring that the cultural narrative is explicitly included in his design, he is conscious of retaining elements associated with the school traditions and has cleverly weaved these into a contemporary design which reflects our diverse school community."

Shane Buckner
Principal - Wairakei School, Christchurch, New Zealand


"We worked with School Branding Matters to develop our school mascot, PB4L logo and signage. Craig was a great listener and we felt that he 'got' us and what we wanted, which resulted in high quality work and a streamlined process without the back and forth hassles previously experienced elsewhere. Distance was no problem and we were able to communicate via phone, email and Skype, and Craig also liaised with a local signage company to ensure that the end products met our expectations. We are thrilled with the work Craig has done for us to date, and will be back for more."

Sarah Allen
Principal - Riverhills School, Auckland, New Zealand

IMG_4161 to use cropped (small)

"I unreservedly recommend Craig at School Branding Matters who listens carefully to a client's wishes, adds his own thoughts for consideration and then comes up with a design that is fresh, creative and captures the brief given. His work is always delivered on time and he is very receptive to any changes required."

Paul Dolan
Principal - Ilam School, New Zealand


"It is my pleasure to write this testimonial for Craig Burton who was the chosen business to work with West Melton School in 2015/16 in our rebranding process after reviewing our vision, values and beliefs.

At all times Craig had the focus of our needs as a priority. He was easy to communicate and relate with, providing a wealth of knowledge from working with other schools to support our future direction. His ideas/suggestions enhanced our existing practices.

He provided us with exciting, creative ideas for consideration.

He was prompt and efficient in responding to requests and regularly answered emails offering suggestions. He was not afraid to make suggestions that he felt would benefit the schools needs.

Graphics were colourful, bright and engaging and related to children and adults alike.

We will continue to collaborate and engage with Craig into the future, enhancing learning through the support of his creative graphics.

I would highly recommend Craig as an effective business partner.

I am happy to be contacted to support this testimonial and share the work we have completed in partnership with Craig."

Susan Jackson
Principal - West Melton School, Te Kura o Papatohora

Craig Burton School Branding Matters

Welcome to School Branding Matters.

I hope you enjoy looking around. Please contact me if you have questions relating to anything you see or any of the products I provide for schools.