St. Benedict at Auburndale, a Memphis-area private school, wanted a branding refresh across all departments, from academics to athletics. The school’s marketing and promotional materials required a bit more uniformity, and their brand standards needed to be updated in order to maintain a consistent aesthetic.
This was especially apparent with the school’s athletics logo. Over the past few decades, the logo and color scheme have changed frequently and independently of the academics logo, making long-term brand recognition more difficult with each new iteration.
To develop brand standards and create consistency, our Account Planning team conducted a series of interviews with prospective parents, students and teachers to understand more about what they view as SBA’s strengths and how the school makes them feel. We then used this information to begin our creative process and develop guidelines on how to use their logo.
Below you’ll see the different phases in development of SBA’s new athletics logo for their mascot, the Eagle. Like an eagle, the new logo is sleek, sharp and fierce. And it looks pretty darn good on a football helmet, if we do say so ourselves.
Helmet: