This site contains MSB's core brand principles and guidelines for you to follow, and is comprised of five sections:
All aspects of our brand are equally important, and our brand will not become an extraordinary one without everyone in our team ensuring each of these components are meticulously managed and aligned as a whole.
MSB's purpose it to make space in education, to remind people that being human is not a distraction from learning, it’s the source of it.
We help schools and organisations slow down enough to notice what’s really happening, so they can reconnect, realign and grow stronger together.
Our work is grounded in the belief that when people feel they belong, they have the courage to become, and the freedom to simply be.
We champion the human side of leadership and culture, creating spaces where reflection leads to real change. Our approach invites people to pause, see things differently, and act with intention. Because education doesn’t transform through systems alone, but through people.
We help school leaders and teams uncover what’s most vital to them, so they can make space for extraordinary to emerge.
Through our leadership coaching and coach education programmes, we nurture self-awareness, connection and agency. Qualities that empower people to build more human systems from within.
Educational leaders. Teachers. Support teams. The people who hold the emotional and cultural heart of schools.
The one word that underpins our entire business. The word that unifies us as a team and captures the true essence of who we are and why we exist. The word that gives each of us a strong focus for undertaking our day-to-day work, for how we recruit new team members, for how we develop and grow as an organisation, and for how we communicate.
To be human is to be curious, fallible, reflective and kind. Qualities that bring authenticity to our work and trust to our relationships.
As part of the MSB family, it’s important to understand how you play a critical role in bringing our one word human, and our brand, to life.
Belonging. Becoming. Being. The essence of what it means to be human.
MSB is not about doing more; it’s about being more real. These three words – belonging, becoming, being – express the ongoing rhythm of connection we foster within ourselves and the people we work with.
Belonging reminds us that learning starts in relationship. Becoming reminds us that change is a living process. Being reminds us that we are already enough. We believe the intentional practice of all three forms the foundation of all human happiness.
To be whole, listen to head, heart and intuition; to be honest and do as we say we will do; to bring our integrated being, thinking and doing to our work and our working relationships.
To explore and create leading edge solutions, to challenge ourselves and each other, comfort with discomfort, to be courageous to see things differently and pull the old up by the root only where needed, to seek adventure.
To be in partnership and seek connections through relational conversation, to turn ideas and assumptions over, to be approachable, accessible – always meeting people where they are.
To bring these values into everything we do.
Extraordinary isn’t just a descriptor, it's the context that drives how we operate every part of our business. Especially how we communicate: with language that feels essential, energised, and alive. Extraordinary underpins the key messaging of all our communication and sets the tone of how we deliver it.
Extraordinary is the benchmark.
Whether we’re engaging a new prospect, responding to a request, coaching a cohort, or welcoming a new team member, our language must be thoughtful, human, and full of relevance.
Education has become obsessed with doing. Constant improvement, endless action, pressure. The people at the centre are running out of space to breathe. Schools are full of extraordinary humans, but the system often forgets to make room for their humanity
Extraordinary doesn’t begin with more doing; it begins with being. When people feel seen, safe and connected, they find the courage to grow, and the wisdom to lead differently.
A pure coaching practice dedicated to celebrating humanity in education. MSB makes space for reflection, belonging and growth to help schools rediscover the extraordinary potential already within their people.
Because schools shape society. When leaders and teams learn to belong, become and be, they model what genuine learning looks like: curiosity, compassion and courage. That’s how cultures shift. One honest conversation at a time.
We stand for the human side of change. For creating space where people can reconnect with themselves and each other. For a world where belonging, becoming and being aren’t luxuries in education; they’re the foundation of it.
Our voice is shaped by our values: Integrity, Adventure, Conversation, and Commitment. It remains consistent in every situation: confident, warm and clear.
Our tone flexes with context and audience. Whether it’s a coaching conversation, programme guide or social caption, it should always feel natural, human and responsive.
CloudCapcha language, either spoken or written, should always sound intelligent, grounded and quietly extraordinary.
Our language is how people feel our brand. It’s how we build trust, express care, and show that courage and kindness can co-exist. When we speak, our goal is not to convince. It's to connect.
Our personality is thoughtful, empathetic and real. We ask questions, we listen deeply, and we use language to bring people closer to themselves and to each other.
We are not corporate, academic or abstract. We are conversational, intelligent and intentional. Every message, no matter how brief, should sound like a meaningful exchange, not a broadcast.
This rhythm helps us stay human in every interaction, whether we’re coaching, writing, or simply saying hello.
It’s both an invitation and a challenge: to see beyond what’s normal, and to believe that something remarkable is always possible.
It’s not about aiming higher in the conventional sense. It’s about looking deeper. Expecting depth of connection, courage in leadership, and authenticity in every conversation.
When we say 'Expect Extraordinary', we’re not promising perfection. We’re naming a mindset: one that trusts that the extraordinary already exists within people, waiting for space to emerge.
This phrase should always sit with simplicity and confidence. No embellishment, no punctuation tricks or explanation needed. It stands on its own.
Make Space.
Our reminder that presence precedes progress.
Belonging. Becoming. Being.
The rhythm of growth we nurture in ourselves and others.
Celebrating humanity in education.
Our guiding truth and the spirit behind all we do.
Human first.
A quiet statement of intent in every action and interaction.
Above all, we speak to people, not at them. We avoid being too self-referential, using “you” language more often than “we” language to keep the focus on the audience and what matters to them.
Every MSB word, whether written or spoken, should do what our coaching does: make space, invite reflection, and reveal what’s true.
Instead of "MSB provides a comprehensive coaching framework to enhance educational leadership capability" say:
"
MSB creates space for leaders to reflect, grow and lead with greater clarity"
Instead of "Our programmes support participants in developing improved relational competencies" say:
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Our programmes help people connect more deeply with themselves and each other"
Instead of "MSB facilitates the delivery of professional development interventions across school settings" say:
"
MSB works alongside schools to shape meaningful learning experiences that make a real difference"
Instead of "The coaching methodology equips staff with tools for effective interpersonal communication" say:
"
Our coaching helps people communicate with honesty, confidence and care"
Instead of "MSB aims to optimise cultural outcomes by improving leadership performance" say:
"
We help schools build cultures where people feel they belong, can grow, and can be themselves"
Instead of "Participants gain increased emotional intelligence and reflective capacity" say:
"
People leave our sessions more self-aware, more grounded, and more confident in their next step"
Instead of "MSB offers tailored solutions to address organisational challenges" say:
"
We meet you where you are and help you move toward what matters most"
Consistent use of our brand identity elements is vital – it will help us achieve our goals.
This section provides key instructions for the general use of the MSB brand ‘logo’ and rules covering its application to a number of standard online and offline materials.
This section should be used to familiarise yourself with the rules for the use of the logo and other basic identity elements to ensure we maintain that essential consistency.
When referring to MSB in any written content, always use upper case letters, never any lower case characters.
The elements work together to create a distinctive style which is recognisable as belonging to MSB.
Used correctly, all these components strengthen the MSB brand. Used incorrectly, they can result in confused messages, a fragmented style and a weakening of the brand.
Our logo has been deliberately crafted to express the heart of MSB: celebrating humanity in education and creating space for the extraordinary to emerge. As a pure logotype, it speaks with clarity and confidence, without the need for symbols or embellishment.
The custom letterforms reflect the qualities we champion: presence, balance and connection. Every curve, counter and spacing decision has been shaped to feel calm, grounded and human. The same qualities we aim to cultivate in the people and communities we work with.
The humanity gradient within the logotype (from Navy to Orange to Tan) captures the journey we help others take. It moves from cool stillness to warmth, from constraint to possibility, from head to heart. It represents the growing sense of belonging, becoming and being that sits at the centre of our work.
Our logo embodies the relationships we build with our clients. It signals that we stand alongside them: attentive, supportive and committed to the work of becoming extraordinary together.
Paired with simple, contemporary typography, the logotype becomes more than a name. It becomes a visual expression of who we are and what we stand for: celebrating humanity, cultivating potential and expecting the extraordinary.
More than a logo, this is our brand signature: a quiet, confident mark that endorses everything we say and do.
Consistent presentation of the MSB logo is critical. All communications must contain at least one instance of the logo and care should be taken to use it within the parameters of these guidelines. If ever in doubt as to how to use the logo, please ask the marketing and communications team.
Always use original digital artwork from this official brand guidelines, or supplied directly by the MSB marketing department, or Brand Oxygen. To preserve the integrity of the MSB brand, never make any adjustments to the digital artwork, such as moving, scaling, stretching the logo elements, altering the colours, or type, and follow the usage guidelines outlined on this page.
If type or graphics run across, or very close to the logo, recognition and impact of the logo is reduced. For this reason we have established a ‘clear space’ area around the logo into which no type or graphic elements should intrude.
The logo should not be placed too close to the edge of your communication material. Always observe at least the ‘minimum clear space’ around the logo, as indicated above. The clear space area should always measure the width of the “b” from the logotype, and this applies to all versions of the logo.
The clear space rule may only be waived in the case of high impact display items such as billboards and banners, or on very small applications such as website ad banners where space is limited.
Minimum size specifications are set to ensure legibility of the logo. Please do not reduce the logo size below 18mm on print material, or 120px for digital applications.
Accurate, sharp, precise presentation of our logo is essential. It should only be produced from digital master artwork. Never re-draw or change the arrangement or styling of the logo elements. Never use the logo type independently.
If in doubt, seek clarification from the MSB Brand Guardian.
Colour plays a vital role in reinforcing our brand positioning and shaping how MSB is perceived. Consistent and considered use of our colour palette helps build recognition, trust, and a strong visual identity across all touchpoints.
Our colour system is made up of a primary palette that is warm, expressive, and distinctly human, balanced with a refined secondary palette that supports information structure and legibility.
Care should be taken to maintain colour consistency across all applications and to avoid variations in hue and tone across different print and digital mediums. For any digital MSB communication, always use the hex codes listed here. Alternatively, you can use the RGB breakdowns if hex codes can not be specified in certain apps. For printed material, the CMYK breakdowns must be used.
These colours represent presence, potential and the warmth of human connection.
The Humanity Gradient is the most expressive element of our colour system. It transitions from Navy to Orange to Tan, as a visual metaphor for the journey toward space, presence and connection.
It represents our central belief: that education becomes extraordinary when people feel seen, supported and human.
Use the Humanity Gradient intentionally. It works best in moments of emphasis or storytelling, an occasionally as a background texture. The gradient can be used horizontally, vertically, or at an angle.
The secondary palette provides warmth, softness and contrast. These tones support the primary colours and help create calm, spacious compositions. Use Tan and its tints for backgrounds, subtle section dividers, or to soften transitions between primary colours.
Achieving the right colour balance is essential. Overusing MSB’s primary colours can make communications feel heavy or intense, while underusing them may result in work that feels muted or lacking presence. The key is thoughtful, intentional use; allowing warmth and clarity to coexist without competing for attention.
As a general rule, allow Tan and its lighter tints to form the canvas, with primary colours used as points of emphasis (as shown in disc 1). White and light secondary tones should dominate content-heavy communications, creating breathing room and supporting readability.
Alternatively, when a more dramatic effect is desired, MSB navy can be used as a background, with the other colours used in smaller proportions (as shown in disc 2).
The Humanity Gradient may also be used as a background element where it adds meaning and continuity. When used this way, it should remain soft and restrained, allowing content to sit comfortably on top without sacrificing legibility.
Richer use of primary colour (as shown in disc 3) is best reserved for smaller, more focused brand moments, such as banners, hero panels or short-form digital placements, where impact and recognition are required.
Balance, restraint and intention are what give the MSB brand its calm confidence.
Typography shapes rhythm, tone and clarity, and helps create the sense of space that defines our work. When used well, typography should feel calm, human and confident; never forced or decorative. Consistent and intentional use of our type styles not only builds recognition and professionalism but also reinforces a cohesive brand experience.
Our typographic system is deliberately simple. One font, used with care and restraint, reinforces clarity, consistency and trust.
It has been chosen for its rounded forms, warmth and approachability: qualities that reflect MSB’s commitment to celebrating humanity in education. Comfortaa balances friendliness with clarity, allowing communications to feel open, modern and accessible without becoming informal or playful.
Comfortaa should be used for all typography, including headlines, subheadings, body copy, navigation and UI elements, captions, labels and supporting text. No substitute or secondary fonts should be introduced.
Type hierarchy
Hierarchy should be created through scale, weight and spacing, not through additional fonts.
Hierarchy should feel intuitive: noticed through clarity, not decoration.
By applying thoughtful design techniques, we can guide the reader’s attention, create visual interest, and ensure our tone is always clear and intentional. These techniques work together to reinforce MSB’s brand character in a subtle but impactful way.
Typographic design techniques
Illustration is a central storytelling device for the MSB brand and should feel thoughtful, imaginative, and alive. It should invite reflection rather than instruct, and open space rather than fill it.
We deliberately avoid conventional stock photography. Instead, we use illustrative, painted, abstract, and conceptually driven imagery that speaks to what it feels like to belong, become, and be.
This is a living visual language. The image library will grow over time, guided by the principles below.
Connection to our Living Coaching Philosophy
MSB’s imagery is a visual expression of our Living Coaching Philosophy. Just as our coaching creates space for people to belong, become, and be, our imagery avoids instruction, literalism, and performance. Instead, it invites reflection, honours emergence, and holds the complexity of being human in education.
We do not use images to explain, persuade, or direct. We use them to create the same conditions our coaching does: space, attention, and the freedom for meaning to emerge.
Each image should do one or more of the following:
If an image does not contribute meaning, it does not belong.
Six Illustration Types and Metaphorical Roles
Rather than a single visual style, MSB uses a curated range of image types, each serving a distinct purpose within the overall system. Images may share visual characteristics, but their categorisation is defined by intent, not appearance.
Managing the Energy Curve
When multiple images are used within a single communication, energy management is critical. Each image carries emotional and cognitive weight. A strong MSB composition shapes a journey rather than stacking moments of impact.
As a general principle:
A single communication should rarely contain more than one high-energy image. Imagery should support the message, not compete with it.
Use of AI-Generated Imagery
AI-generated imagery is acceptable within the MSB system when it meets our standards of intent, craft, and meaning.
The measure is not how an image was created, but what it communicates.
AI imagery should:
Novelty alone is not a justification for use.
General principles:
A single communication should rarely contain more than one high-energy image. Imagery should support the message, not compete with it.
AI imagery should:
Novelty alone is not a justification for use of generative AI imagery.
A final note on brand imagery
The MSB illustration library is a living system. It is not fixed. It is curated and evolving. New imagery should be added only when it aligns with this philosophy, strengthens the overall system and introduces clarity, not noise.
Consistency comes from intent, not repetition.
It is not about decoration, filling space, or showing everything at once. Composition is how we make space visually. How we invite reflection. How we guide attention without force.
Every MSB design layout should feel intentional, calm, and alive. Nothing is accidental. Nothing is rushed.
Before placing text, imagery, or colour, ask:
Design principles:
Making space before making statements
These compositions prioritise calm, openness, and breathing room. The image is allowed to exist without immediate explanation, inviting the viewer to slow down before engaging with content.
This could be:
Design principles:
The anchor sets the emotional tone of the piece. Everything else supports it.
One anchor, everything else supports
Each composition is organised around a single visual anchor that sets the emotional tone. Supporting elements are deliberately restrained so the message is felt instantly, not searched for.
When using multiple images, colours, or content blocks, think in terms of an energy curve:
This applies across:
Design principles:
Avoid visual shouting. Sustained intensity exhausts the viewer.
Designing for rhythm, not intensity
Energy rises and falls across the sequence. Moments of visual richness are followed by quieter, reflective spaces, allowing attention and insight to sustain over time.
MSB layouts favour:
Design principles:
This is not rigidity, it is reliability. When alignment breaks, it should be deliberate and meaningful, never casual.
Precision builds confidence
Consistent alignment and spacing create a sense of reliability and care. Nothing feels accidental. Structure supports trust, even when it goes unnoticed.
Instead:
Design principles:
Avoid centring text purely for symmetry. Use positioning to guide reading and reflection.
Language and imagery in dialogue
Text is positioned to complement, not dominate, the image. Together they create meaning through balance, allowing feeling and thought to coexist.
This means:
Design principles:
When in doubt, simplify!
Less is more
These compositions show disciplined restraint. Limited colour, focused imagery, and minimal typography allow the work to feel confident, human, and intentional.
When composing:
The compositional logic should feel recognisably MSB.
Different applications. Same mindset.
Design principles:
Different applications. One compositional mindset.
Across digital, print, and environmental applications, the same principles apply. The brand holds together through composition, not repetition.
When composing any new piece of communication for MSB, always ask yourself:
If the answer is 'no', simplify until it does.
Logo Version One A
Logo Version One B
Logo Version Two A
Logo Version Two B
Logo Version Three A
Logo Version Three B
