Is Your Logo a Sign of the Times?

Nancy McDonald
Strategy & Branding

Your logo is just one element of your brand, but it’s the one that’s most widely used and seen. The purpose of a logo is to immediately establish brand recognition, from first visiting a website to seeing school pride displayed on a bumper. How and what your logo communicates is not only critical to your brand but also to your prospects, current families, and alums. A well-crafted logo lends trust and credibility to your mission.

Whether your school was established 250 or 25 years ago, your mission may be the same but you’ve evolved to remain current and relevant. As your school evolves, so should your logo. Is it keeping pace?

How do you know that your logo is working well for your school?
There are three elements in a logo: the type, the mark, and the color scheme. Each of these components are designed or chosen for the purpose of communicating the essence of your school. Consider the basic characteristics of an effective logo:

An effective logo stands out and is distinct in the marketplace. Because school colors rarely change, consider updating type and imagery, which should connect with the narrative of the institution.

Logos need to be easily read in both their legibility and their meaning on all platforms. Logos that are too complex dilute your brand.

The imagery that’s chosen for your mark must be relevant to your school’s ethos, history, or tradition. There needs to be a backstory that you can connect to and that has meaning for your institution.

You may have a long history, but you don’t want to appear out of touch. Avoid trendy typestyles. They will become outdated quickly.

Logos need to be adaptable. Having multiple versions of your logo only enhances your visibility because it will properly fill spaces like web headers, campus signage, mobile apps, and advertising.