Branding – It’s For Public Schools Too

Branding – It’s For Public Schools Too

I’m a Linn-Mar dad… three daughters with the last one a senior in high school this year. So, in my 19 years at Linn-Mar I’ve become fairly vested, and have volunteered in a variety of ways. A few years ago I gave a talk to a state group of school district communication professionals about branding school systems. This year it came full circle.

The Linn-Mar district was plagued with an issue that many growing public school districts have today: a lack of brand control.

The main request – a brand style guide. JWM has produced a number of these in recent years, as more brands see the need for formal control systems. But this quickly snowballed into a facelift for the Linn-Mar logo and a new lion mascot.

The biggest strategic decision – separate the mascot from the district identity. We are first and foremost an education system. Way more than a sport or spirit community. “Think higher education.”

Kris Sullens led the design team, with contributions from Connie Collins and Greg Westrom. ISU design intern Austin Bolyard created the new mascot – a new generation look with just the right amount of fierceness.

Here’s the district release for more nitty gritty details.

New school spirit apparel goes on sale this weekend. I’m in line! Thanks Linn-Mar. This was a fun project.

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