Problem

Inconsistent visual branding

Solution

Update and coordinate the visual brand, including a school logo, mascot, colors, and typography.

Back story

Our Lady of Fatima is a Catholic church and parish school in Huntington, W.Va. The church was established in 1951, and the school opened in 1954. Dedicated staff, parents, and volunteers coordinate school programs and activities. The community is close-knit and has a good understanding of the parish’s rich history and traditions. Despite a unified understanding of the school’s mission and core values, its visual branding was inconsistent. There was little consistency to the presentation of the school’s name, colors, and mascot, and there were no guidelines for visual messaging.

Our Lady of Fatima’s Parish School needed a cohesive, documented brand, including a school logo and mascot package that visually expressed the school’s mission and values.

Objective

Create a branding system to bring order to the school’s visual identity. Document the system so administrators, staff, and volunteers can easily understand and use it.

Results

Working closely with staff and volunteers, we created a logo for the school using a heraldic shield and the Latin words, “Fides, Doctrino, Beneficium,” which reflects the school’s values of faith, learning, and service. The fonts and colors from the formal parish school identity were carried into the mascot marks. The formal school logo is used on all official communications and on school uniforms, and the mascot marks are used more casually.

A brand book was created to record the rationale behind the brand and to provide solid documentation for the parish school administration to refer to as it grows and changes. A simplified branding presentation was created to help volunteers understand and use the brand marks consistently.