The article discusses the concept of the image of an educational institution, especially its formation. The problem of creating an image of educational institutions becomes relevant in the modern world. Educational institutions understand that in a competitive education market needs a positive image of the institution. However, in practice, own mechanisms and methods of its formation and maintenance are not many institutions. The article discussed in detail the reasons for creating an image of an educational institution, its role, the impact on the reputation of the school. The authors provide an analysis of the study shows the image and the approaches and features of its image building on the example of the gymnasium
