MEMORANDUM
Education Centre
2651 Chinook Winds Drive SW
Airdrie, AB, T4B 0B4
DATE:
TO:
FROM:
January 28, 2016
School-Based Administrators
Angela Spanier, Director of Communications
RE:
School Logos
In preparation for the introduction of a new webportal in Rocky View Schools, the Communications
Branch recently undertook an inventory of school logos to ensure we had a high quality resolution
(300 dpi .jpeg) or an adobe illustrator file (.ai or eps). Results of this inventory, which revealed 19
schools are without a logo or a high quality resolution logo, have opened the door for our
Department to extend the following offer:
1. Redevelop your current logo using Adobe Illustrator to ensure RVS has a high quality
resolution logo for use in multiple applications; or
2. Create a logo or a new logo for your school.
After reviewing the inventory of school logos (link above) to determine if your logo needs to be
redeveloped, created or recreated, I’d ask principals to identify their desired approach by Feb. 12,
2016, via the following Google form:
https://docs.google.com/forms/d/1ThnE9Kpop5Phc7SwoJQlRxCnS4QF63y_wK_zUANyndQ/viewf
orm?usp=send_form
For schools opting to create a new logo, our approach is simple and … free:
1. Read our “Building an Image” Guide (attached), then answer to the following questions:
a.
b.
c.
d.
e.
f.
g.
What logos appeal to you and why?
Do you have any specific imagery in mind for your logo?
Do you have any color preferences, or existing brand colors?
Do you have any colors that you do not wish to use?
What adjectives should best describe your logo?
How do you prefer your logo to be worded or written out?
How would you like the typography to appear? (script, bold, light, hand drawn,
custom).
2. We provide you with three alternatives (see attached sample).
3. You select one of the three with the following understanding - you may request up to three
(3) edits on the logo you’ve selected.
In relation to community consultation, we recommend you survey your community in developing
answers to the questions listed above and/or develop a survey to narrow down your three logo
alternatives.
“We engage all learners through meaningful and challenging experiences, preparing them to understand, adapt
and successfully contribute to our changing global community.”
building an image
what’s in an image?
All schools have an image. That image, however, is not necessarily one cohesive or concise idea.
More accurately, a school’s total image consists of a collection of individual perceptions formed in
the minds of its community members. For example, some members, such as business sponsors, may
have had past contact with the school. Others are currently involved with the school, as is the case
with students, parents, teachers, administrators, support staff, media, and surrounding schools.
Another group are those who will have future contact with the school, for example, surrounding
businesses. Whether past, present, or future, each of these community groups has formed, or will
form, an image of the school. Most often these images emerge through the actions of employees,
some from the programs offered, and others from the design elements (signature or logo) and
thematic images (colour, paper, etc.) the school uses.
Regardless of how a person’s perception is formed, his/her image of the school is critical to its
well-being. All signs point to an increasingly competitive future. As competition grows for enrolment, business involvement, corporate support, and media recognition, schools will need to become more and more concerned about their image. They will need to maintain distinct positions
in the competitive non-profit marketplace, much as private enterprise strives to compete in the
for-profit marketplace. How an organization is seen can make the difference between its success
and failure - and careful attention to organizational image will reap immediate and long-term
rewards.
what is a visual image?
Visual images have impact and permanence. They can sum up complex ideas and can in effect
become powerful tools. Visual images are formed by both tangible and intangible vehicles. Intangible vehicles include conversations, gossip, word-of-mouth, or any impression that comes from
personal contact with a school. Tangible vehicles include publications, signage, advertisements,
photographs, signatures, and even slogans. Both vehicles can work in isolation of one another, but
more often than not, they work in cooperation to project an image. Consider, for example, the
different message a letter sent home to a parent would have if it were handwritten by a teacher
vs. sent home on stationery by the principal vs. written under the official letterhead of the Superintendent of Schools. Most likely, each letter would project a different message and image. In
effect, tangible items often create intangible image ideas.
how do you create a visual image?
An effective graphic imagery program must combine consistency and flexibility. Consistent features provide continuity, while flexibility allows presentation of new and different information. In
essence, the design program must have room to grow, develop, and change.
Most importantly, it’s true that less is more! Today we live in a very complex information world.
Thousands of competitive visual and thematic messages bombard us daily. Research proves that
people have trouble understanding complicated messages and information. Your aim should be to
communicate your image in simple, easy-to-understand terms.
where do you start?
One of the most important components of an image is - you guessed it - a logo. But what makes a
good logo? A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys
an intended message. An effective logo is: simple, memorable, timeless, versatile and appropriate
1. simple
A simple logo design allows for easy recognition and versatility. Good logos feature
something unique without being overdrawn. Take for example Nike. The basis of the
hugely effective international branding for the world’s largest shoe manufacturer is a
very simple graphic swoosh.
2. memorable
Following closely behind simplicity, is that of memorability. An effective logo design
should be memorable and this is achieved by having a simple, yet unique logo. Surprising to many, the subject matter of a logo is of relatively little importance, and
even appropriateness of content does not always play a significant role. This does
not imply that appropriateness is undesirable. It merely indicates that a one-to-one
relationship between a symbol and what it symbolized is very often impossible to achieve.
3. timeless
An effective logo should be timeless – that is, it will endure the ages. Will the
logo still be effective in 10, 20, 50 years? Trends should be left to the fashion
industry.
4. versatile
An effective logo should be able to work across a variety of mediums and
applications. The logo should be functional. For this reason a logo should
ensure that it can be scaled to any size and work in a variety of formats and
applications, e.g., can it be printed in reverse, featured on a pen, attractive
as big as a billboard?
5. appropriate
How you position the logo should be appropriate for its intended purpose. For example, if you
are designing a logo for children’s toys store, it would be
appropriate to use a childish font & colour scheme. This would
not be so appropriate for a law firm. It is also important to state
that a logo doesn’t need to show what a business sells or offers
as a service, i.e., the nike logo. Remember a logo is just one part of an identity.
questions we need you to answer
1. What logos appeal to you and why?
2. Do you have any specific imagery in mind for your logo?
3. Do you have any color preferences, or existing brand colors?
4. Do you have any colors that you do not wish to use?
5. What adjectives should best describe your logo?
6. How do you prefer your logo to be worded or written out?
7. How would you like the typography to appear? (script, bold, light, hand drawn, custom)
1
Herons Crossing
Heron made up of simple shapes, easy for child to recreate
The ‘herons’ are ‘crossing’ through the sky
Shows teamwork/collaboration
Different sizes of birds correspond to different of ages of students
Incorporates the school colors of blue and yellow
Retains its visual impact in small or large scale
Logo as it would print in black/grayscale
Herons Crossing
Herons Crossing
2
Herons
Crossing
Heron has simple clean lines
Sun in background gives visual depth to the design
Landscape idea correlates to the nature reserve area in the Williamstown community
Incorporates the school colors of blue and yellow
Concentric rings could also reference communication/rss/ripple effect
Retains its visual impact in small or large scale
Logo as it would print in black/grayscale
Herons
Crossing
3
Herons Crossing
Heron with wings outstretched/in flight
Shows collaboration/teamwork; working together to create movement/progress
Wings also represent pages of a book which makes a strong connection to ‘school’
Incorporates the school colors of blue and yellow
Logo as it would print in black/grayscale
Herons Crossing