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Revitalizing Your School’s Brand
A school’s logo plays an integral part of the district’s identity in many ways: athletics, recognition, spirit wear,
and websites, just to name a few. When that logo doesn’t reflect what a district values and embodies, SHP can
help by developing new, refreshed logos through our customized approach.
Before a design is even considered, we work with a committee of district representatives and poll the community
via surveys to understand the values and school traditions, where they see themselves in the future, and the
district’s place among competing schools.
We have helped several districts that were using a heterogeneous mix of ‘close enough’ logos, created
throughout the years by various people, each with their own interpretation of what the school’s mascot should
look like. For example, one district with whom we worked had been using 12 wildcat images, seven different
district graphics, and three paw prints as its logo. This overabundance caused confusion and inaccuracies in
conveying for what the school was known. Working with the district, SHP created a new logo that personified
the district and community as a whole. This has resulted in the district selling more merchandise, school spirit
is on the rise, and the revitalized image is helping the district share their story—and pride—throughout their
community and the greater regional area.
As a bit of a shortcut, some high schools use the exact same logos and names as that of their collegiate and
professional counterparts. While it may seem harmless, schools that use these logos and names without
stated permission are actually committing trademark infringement and run the risk of legal action. This off-the-
field distraction can seriously damage a school district’s finances, athletics, and reputation. To learn more on
this topic, SHP has developed a white paper. Visit
shp.com/trademarkto access your copy.
Breakfast at the
OSBA Capital Conference
November 16, 2016
8:30 - 10:00 am
Columbus Convention Center
400 North High Street
Columbus, Ohio 43215