The Association for Science Education (ASE) is a registered charity with a Royal Charter, dedicated to promoting excellence in science teaching and learning.
Their membership spans the full education journey – from early years to higher education – and includes teachers, technicians, researchers and science education specialists.
As they approached their centenary, ASE needed a refreshed brand identity. The goal was to honour their long-standing heritage while positioning them for relevance and growth in a changing educational landscape.
The brand had to:
It also needed to support wider organisational change – delivered with sensitivity in a phased, collaborative way.
We began by speaking directly with members, staff and board representatives to understand the emotional and practical significance of the brand. These conversations helped us shape a brief aligned with organisational objectives and the views of an invested team.
Three clear themes emerged:
The new logo retains and refines the ambigram structure of the original design – ensuring visual continuity while progressing it into a more contemporary evolution. The acronym remains central, with the ‘S’ for science at its heart and the words ‘association’ and ‘education’ standing each side. Circles symbolise connectivity, a strong theme of ASE’s ethos.
We replaced the difficult-to-use Reflex Blue, added a contrasting colour that balances tradition and innovation, and introduced a more contemporary supporting palette to represent vibrant community and the disparate areas of science and innovation. New photography guidance and a supporting visual system with a set of geometric patterns build flexibility and variety, and reflect the new brand personality and breadth of membership.
The refreshed brand strikes a careful balance between heritage and innovation. It reflects the organisation’s depth of expertise and its role as a collective voice for science education. Internally, it has supported greater confidence and pride. Externally, it provides a stronger platform for growth and influence.
I would highly recommend Emma and her team at Door 22. They quickly and efficiently digest a brief, the complexities, history, culture and objectives of an organisation or project. They creatived a range of concepts that help to further challenge and refine the final outcome. Providing clear schedules and delivering on time but flexing as needed to adapt to internal pressures. I’ve worked with Emma and her team on several projects and I’m always impressed by their ability to deliver over and above the brief.
Lynn Ladbrook - Chief Executive
