Brand Identity

New Scientist Academy

Sharing the secrets of life, the universe and everything.


Founded in 1956, New Scientist is the world’s most popular weekly science and technology publication. Headquartered in London, it has offices in the US and Australia. In a time when facts are in short supply, the New Scientist website, app, podcast and print editions use the prism of scientific rigour to ask the big questions about life, the universe and what it means to be human: if someone in the world has a good idea, you’ll read about it in New Scientist.

Laurence Taylor Digital Product Development Director New Scientist
Working with Baxter & Bailey was a fantastic experience from start to finish. We began with a very loose brief to develop a new brand for a new product; the team brilliantly supported us to get to the heart of what we needed. The team articulated the themes that really mattered and then brought tremendous creativity as the idea was brought to life with beautiful and thoughtful design.


In order to address changing customer preferences and to tap into the demand for immersive, high quality, trusted and innovative digital learning, New Scientist Academy was launched with just two courses available. As the learning platform grew, new courses were introduced and engaged audiences enrolled in greater numbers, we were invited to help define a clearer brand proposition and to develop a suitably horizon-broadening visual identity.

Laurence Taylor Digital Product Development Director New Scientist
Baxter & Bailey have provided true partnership support on an ongoing basis as we built New Scientist Academy – a perfect example of taking a simple idea, making it real, and developing it in a competitive market. Thanks for everything!


Our engaging, succinct messaging helped New Scientist to avoid technical, jargon-heavy language and connect with a growing network of home learners. And the brand identity toolkit and guidelines we delivered are continuing to ensure that the New Scientist team can add and market an ever-growing range of subjects and courses to its already impressive Academy platform.


New Scientist Academy now attracts over 9,000 regular members


Runs 19 diverse, immersive courses, delivered by world-leading researchers, scientists, and doctors

Special Thanks

Thanks to Laurence, Jo and James and the wider US team at New Scientist for believing in ‘the power of the new’ and how a simple idea can translate across the Atlantic without losing impact or integrity.

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