Since 2009, The Amos Bursary has been helping Britain’s talented young men of African and Caribbean heritage – who attend state schools from challenging environments – fulfil their academic potential, attend top universities, secure good professional jobs and give back to society.
The brand idea of ‘promoting excellence, shaping future leaders’ inspired the new identity. The brand was designed to to be vibrant and optimistic to help change how black youths are often portrayed in the media. The letter ‘A’ of the word AMOS was used to create a striking arrow device, graphic short-hand for suggesting forward movement, change, development, and pointing to the future. It was designed for flexibility at large and small sizes and to create a rich and ownable brand language. A refreshed palette of ‘Caribbean’ colours reflects the positive impact the bursary makes.
The Amos Bursary continues to flourish. It’s success has led to it accepting applications from young women for the first time, beginning November 2020.
Agency: Frank Bright & Abel