Congratulations to Iona College, QLD who were recognised as finalists in the 2026 educate+ Excellence Awards
Category: Alumni & Community Engagement Campaign
Iona College’s gorilla redesign offers practical insights into connecting brand development with Alumni and Community Engagement.
First adopted unofficially in 1992 and formally introduced as a College logo in 2014, Iona’s gorilla became a recognisable expression of strength, resilience, confidence and humility. The redesign needed to preserve these qualities while connecting the original symbol with the wider gorilla story that had since developed:
- The Silverbacks Alumni group, honouring Old Boys who have reached 50 years since graduation.
- Imani, the young gorilla in the children’s book The Silverback’s Song.
Working with award-winning brand specialists Maake Creative, Iona created a contemporary, three-dimensional interpretation of the original gorilla. Greater emphasis on the face and eyes conveyed calmness, inner strength, wisdom and Leadership, while Imani’s distinctive white stripe linked the updated design to the youngest members of the Iona Community. Together, these elements created a visual connection between the College’s heritage, its Alumni and future generations of Ionians.
Begin with Meaning
Before approaching designers, Iona prepared a detailed account of the gorilla’s history, purpose and values. This gave Maake Creative a clear understanding of what the symbol represented and the qualities the redesign needed to retain.
By investing time in articulating its story upfront, the College reduced the need for extensive brand discovery and exploration, saving design time and money while keeping the creative process grounded in its identity.
Build Connections Across Generations
The redesign drew on stories and relationships already familiar to the Community. The Silverbacks initiative, introduced in 2023, connected the gorilla with the College’s older Alumni, while Imani brought younger children and future families into the story.
Incorporating Imani’s distinctive white stripe gave that connection a visible place in the updated design. Rather than developing an entirely new narrative, Iona brought its existing traditions and characters together, giving the symbol deeper meaning across generations.
Explain the Evolution
Iona’s launch messaging outlined the gorilla’s history, symbolism and design rationale, helping the Community understand how the updated identity continued its story.
The Communications explained both the familiar qualities retained and the meaning behind the new features. By presenting the redesign as a considered evolution, the College gave its Community a shared narrative to carry into publications, events, merchandise and everyday College life.
Key Takeaways
- Document the story: Capture history, values and purpose before commissioning design.
- Protect recognition: Identify the features your Community most strongly associates with belonging.
- Connect generations: Draw on Alumni traditions and stories that engage future families.
- Brief thoroughly: Clear direction can reduce discovery time and design costs.
- Explain decisions: Give your Community a meaningful narrative to understand and share.
For Advancement professionals, familiar symbols provide opportunities to strengthen relationships and express institutional values. Thoughtful evolution can support Alumni connection, consistent Communications and shared belonging, helping school communities carry their history forward with confidence.
