St. James School in Elizabethtown was looking to refresh their brand. The main challenge was that the logo they had been using had exchanged hands so many times that different versions of it would pop on different things – like flyers, school signage, and more. They wanted to reclaim their brand with a similar look but with a more high-quality feeling. The challenge was staying true to their original logo while also presenting something fresh & unique.
They were experiencing the same problem with their athletic logo. They had used several different versions of “knights” clip art found for free online but had never nailed down a specific brand. The challenge here was to create a unique knight (there are a lot of knight mascots out there!) and tying in the school mission with that.
For the school branding, we began by changing the font used in the old logo. We also worked through several different versions of the main icon element – the cross. Different colors, shapes, outlined or not, etc were considered here. This was where we had the most creative freedom to refresh the logo.
After several minor tweaks, we were able to land on a more fresh and modern look for the St. James School branding.
For the athletic logo, we digitally drew up several different interpretations of a knight. However, after speaking with the client and going through many revisions we mutually decided to go more abstract and use a shield and St. James cross to represent the athletics.