A Century of Identity: The Evolution of Yokohama International School’s Branding

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by Jonah Reynolds

A Century of Identity: The Evolution of YIS Branding

Founded in 1924, YIS has become home to many from all across the world. Over the past century, its branding has evolved alongside its mission, reflecting the school’s international spirit, resilience, and commitment to learning. From its early emblem to the modern identity we see today, YIS's branding has undergone an inspiring transformation while maintaining its core values.

1924-1972: Establishing Identity

In its formative years, YIS focused on building a strong foundation as one of the world’s first international schools. The school adopted red and grey as its official colors and introduced the Torch of Knowledge as its emblem. This symbol, chosen to represent enlightenment and learning, became a defining element of the school’s visual identity.

During this period, branding was simple and traditional, aligning with the school’s small but growing presence in Japan. The original school crest was designed with a scholarly look, reflecting the prestige and commitment to global education.

1973-1986: The Birth of the Dragon

As YIS expanded its academic offerings and became a high school, it also established new branding elements. In 1977, the dragon mascot was officially adopted by the community. The dragon represents a historical consistency amongst countless cultures from around the world becoming an integral part of the school's identity and remains a beloved symbol today.

Graduation ceremonies also began incorporating caps and gowns in YIS’s red and grey colors, reinforcing a more defined institutional identity.

1987-2014: Modernization and International Expansion

As YIS gained recognition as a leading international school in Japan, it underwent various branding refinements. The introduction of the International Baccalaureate (IB) Diploma in 1986 positioned YIS as a globally-minded institution, prompting a more contemporary and international look.

In the 1990s and early 2000s, the branding modernized with cleaner typography and refreshed designs for school materials, yearbooks, and official documents. The school's dragon mascot, Smokey, was redesigned with a more dynamic and polished appearance, making it more recognizable in school athletics and merchandise.

2015: A New Era of Branding with 'Live, Learn, Lead'

A major milestone in YIS branding came in 2015, when the school introduced its "Live, Learn, Lead" mission, a defining statement that would guide the institution’s educational philosophy. Each element of the mission was supported by a guiding statement, emphasizing the holistic development of students.

With this new mission, YIS underwent a significant rebranding, updating its color palette to reflect a more modern and vibrant identity. The school introduced three primary colors:

• YIS Red (HEX: #EF3340)
• YIS Blue (HEX: #00B2A9)
• YIS Orange (HEX: #EF9942)

Additionally, the school retained traditional gray and black as sub-colors, ensuring a balance between modernity and legacy. This shift in branding was not just aesthetic—it was an intentional move to modernize YIS’s identity while staying true to its history.

2022: The Honmoku Campus and a Fresh Look

The most recent evolution of YIS branding came with its relocation from the historic Yamate-cho campus to the new Honmoku campus in 2022. Designed by renowned architect Kengo Kuma, the new campus reflects modernity, sustainability, and flexibility, which have also influenced YIS’s branding.

2024: The Centenary Logo – A Design Honoring Legacy and Future

As Yokohama International School celebrates its 100th anniversary in 2024, the school unveiled a special centenary logo to commemorate this milestone. Designed by YIS alumna Sara Suzuki, the centenary logo masterfully blends the school’s rich history with its forward-thinking vision.

Symbolism Behind the Logo

• The number “100” is uniquely stylized, with the dragon’s tail forming the infinity symbol, representing endurance, growth, and the school’s lasting legacy.
• The original school emblem is incorporated, honoring the founding traditions while symbolizing YIS’s continuous pursuit of excellence.
• The red gradient reflects YIS’s core identity, tying back to its original red and grey color scheme while embracing the newer branding elements introduced in 2015.

 

2025: A Refined Visual Identity – Introducing the New Font Guidelines

As part of YIS’s ongoing effort to streamline and modernize its brand identity, 2025 marks the introduction of new font branding guidelines, ensuring consistency across all internal and external communications.

The new font guidelines establish Lato Black and Lora as the primary typefaces for YIS:

• LATO BLACK (Headline Font)
  • Used for headlines and subheads.
  • Always in all caps for bold and striking visual impact.
  • Represents strength and authority in messaging.
• LORA (Body Font)
  • Used for paragraph text.
  • Provides a modern, readable typeface for extended content.
  • Enhances legibility and professionalism across documents.

Conclusion: Honoring Tradition, Embracing the Future

Over the past 100 years, YIS has successfully evolved its branding to match its growth and international reputation. From the classic Torch of Knowledge emblem to the iconic dragon mascot, and now to a more minimalist and global design approach, YIS continues to balance its rich heritage with modern innovation.