Brand Guide
The Independent School of Jakarta
A world class British education, for boys and girls aged 2 to 13 years, in the heart of Jakarta
The Independent School of Jakarta (ISJ) is the leading British international school in South Jakarta, offering a world-class British education for children aged 2 to 13. Based in Pondok Indah, ISJ combines academic excellence, top GL Assessment results, and Jakarta’s strongest teaching faculty with a warm community of over 40 nationalities. As part of The Schools Trust, a UK-registered charity whose schools are inspected by BSO and rated Outstanding in all areas, ISJ delivers UK standards in a modern, leafy campus where young learners thrive.
Contents
Introduction
Our Brand Identity
Voice & Tone
Language & Terminology
Why ISJ?
The Colour Palette
Our Logos
Images
Typography Guide
This brand identity guide is for everyone at ISJ. It provides clear guidelines on how to use our logo, colours, typography, and messaging to maintain a consistent and professional brand across all materials. Whether you’re creating a presentation, a newsletter, a school event poster, or social media content, this guide ensures that everything we produce reflects ISJ’s identity in a clear and unified way.
Who is this guide for
Our brand reflects who we are. Consistent usage strengthens our brand.
Voice & Tone - If our brand were a person, this is what they would sound like. Our voice is authentic, thoughtful and confident. We shouldn’t sound pretentious. We want to speak clearly, simply, and see the world through our audiences’ eyes, not ours.
Language & Terminology - Consistency in language helps reinforce our brand identity and ensures clarity in all communications. All written materials should use British English spelling and conventions. When referring to children use pupils rather than students. Always capitalise academic subjects (e.g., Mathematics, Science, History) to maintain consistency and professionalism. By aligning our language, we create a more cohesive and polished brand presence.
Why ISJ?
“ISJ builds on the best traditions of British independent schools. These are a commitment to character development, academic excellence, and holistic education. They emphasise moral integrity, leadership, and self-discipline, balanced with vibrant arts, sports, and extracurricular opportunities. These traditions cultivate well-rounded, confident individuals prepared for success in a globalised world.”
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Happy, Warm, Safe and Welcoming
ISJ is a happy and nurturing school where every child feels known, valued, and supported. Our community is warm, inclusive, and built on trust and care, creating a sense of belonging for pupils and families alike. We believe that happiness is not only a measure of success but also a foundation for achievement — children who feel safe and confident are free to explore, take risks, and reach their full potential.
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Academic Excellence
We are committed to academic excellence rooted in the individual attention each pupil receives. The Head and teachers know every child personally, understanding their strengths, interests, and aspirations. Our dedicated teaching team delivers internationally recognised curricula that encourage curiosity, rigour, and independent thought, ensuring every pupil achieves their best and develops a lifelong love of learning.
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Holistic Education
At ISJ, learning goes far beyond the classroom. Our holistic approach balances academic study with a rich programme of sports, music, the arts, and outdoor learning. Through these experiences, pupils develop creativity, confidence, and resilience. We aim to inspire curiosity about the world and to nurture the character, teamwork, and leadership skills that prepare children for life.
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Character
Character education is central to everything we do. Our values and expectations around respect, kindness, and good behaviour are woven into daily school life. Pupils are encouraged to act with integrity, show empathy, and take responsibility for themselves and others. These habits form the moral compass that will guide them throughout their education and beyond.
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Location
Situated in the leafy, family-friendly neighbourhood of Pondok Indah, ISJ offers a safe and convenient location within South Jakarta. The modern campus provides open, green spaces that create a calm, inspiring environment for learning and play — a rare setting in the heart of the city where children can flourish both academically and personally.
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Global Passport
An ISJ education opens doors to the world. With an internationally recognised curriculum and a diverse community representing more than forty nationalities, pupils gain a global perspective and the confidence to thrive anywhere. Our approach equips them with the knowledge, skills, and character needed to progress to leading schools and universities worldwide, and to contribute meaningfully in an interconnected world.
The Colour Palette
Our colour palette ensures a clean, professional, and consistent brand identity. ISJ Blue is our primary colour, representing trust, stability, and academic excellence. It is supported by ISJ Gold, Powder Blue, Grey, and White, which together provide balance, contrast, and a refined visual tone.
Red should be used very sparingly, primarily for emphasis or alerts, while Gold may appear more frequently but with restraint to avoid dominating designs.
Rather than relying on bright or overpowering colours, ISJ materials gain visual interest through photography of school life and artwork created by pupils — maintaining an authentic and engaging presentation across all media.
Colour Specifications
Preferred Text Colours: • Body and Headings: #333333 • Borders and Secondary Accents: #666666
| Colour Name | HEX Code | CMYK |
|---|---|---|
| ISJ Blue | #182B55 | 71.76%, 49.41%, 0%, 66.67% |
| ISJ Powder Blue | #B0D0E8 | 28%, 10%, 0%, 9% |
| ISJ Gold | #E79819 | 0%, 34.2%, 89.18%, 9.41% |
| ISJ Grey | #C0C0C0 | 0%, 0%, 0%, 24.71% |
| ISJ White | #FFFFFF | 0%, 0%, 0%, 0% |
| ISJ Red | #E30513 | 0%, 97.8%, 91.63%, 10.98% |
Our Logos
The Master Logo
The primary visual representation of our brand. It serves as the cornerstone of all brand communications across all platforms. The logo should always be used in its original form, maintaining clear space, proportions, and color integrity to preserve its impact and visibility.
The Exclusion Zone
Give the logo its space. This is one of the most important things we’d like you to remember. This space is always required on print pieces. This safe zone unit is the height of the mark, on all four sides of the logo. Do not impose on this space. It allows the logo to stand out on the page.
Images are probably the most impactful communication tool we use. The best images show happy, engaged pupils in genuine moments of curiosity, joy, or focus. They highlight special, interesting moments that tell a story and evoke emotion. Strong photos are also clear and uncluttered, drawing attention to what matters most to the students and their experiences. When done right, these images create an authentic and compelling reflection of school life, making a lasting impression on parents and prospective families.
Typography Guide
H1: Main Heading
Georgia Bold, 20pt, Dark Grey (#333333). Used for major titles or introductory statements. Apply based on context.
H2: Section Heading
Georgia Bold, 17pt, Dark Grey (#333333). Used for section titles and main divisions.
H3: Subheading
Georgia Bold, 15pt, Dark Grey (#333333). Used for sub-sections or supporting headings.
H4: Minor Heading
Georgia Bold, 13.5pt, Dark Grey (#333333). Used for small content divisions, short titles, or captions.
P1: Primary Body Text: Standard paragraph text for print and web. Roboto, 11.5pt, Dark Grey (#333333).
P2: Secondary Body Text. Captions, notes, or secondary content. Roboto, 10.5pt, Dark Grey (#333333).
P3: Fine Print and Footnotes. Used for disclaimers and footnotes. Roboto Serif, 9pt, Dark Grey (#333333).