Visual Identity System

I was approached by Michelle Reid, the former Superintendent of SKSD, to help them create a new logo and visual identity system that would unify the district and express their current values. I jumped at the opportunity to do this since this is where I graduated from. I worked closely with their staff to understand their current needs, likes and dislikes, and I spent a lot of time doing competitive and visual research. After several solutions were presented, we were able to narrow it down to two finalists.

I presented both concepts to the school board, they voted, and this identity system was adopted. Once the decision was made, I created the brand guidelines and completed the project. A short time later, I was asked to design a t-shirt that would fit in with their identity that they use for recognizing people who express the district’s values. The entire project took about 2 months to complete.

I named the logo the “S-Path”. It symbolizes my view that one of the primary responsibilities teachers have is to help students find their own unique paths in life. Also, it hints at the local landscape with the water and the winding roads. Blue was used to communicate trust, and the two saturated blue hues help to communicate innovation. The mixture of traditional and geometric fonts were used in the wordmark to communicate both the proud tradition of the district as well as their focus on being forward thinking.

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