Rename the Right Way

Maybe your school is merging with another, perhaps your institution has grown beyond the limits of what your name suggests, or maybe your school’s mascot is seen as outdated or inappropriate. Regardless of the reason, there is a right and a wrong way to make the change.

Wrong

• Brainstorm potential new names in a bubble without input from key stakeholders;
• Leave out influential school leadership, the board, or counsel at important milestones throughout the process; and
• Dribble out the new name piecemeal, to get your community accustomed to it gradually.

Right

• Create opportunities for your community — students, faculty/staff, parents, alumni and friends — to be involved in the name conversation;
• Consider which elements of your name can be retained and which need to evolve;
• Roll out the new name and changed imagery, such as a logo or athletics mark, with fanfare;
• Time your rollout strategically; and
• Explain how you got there, which will help get everyone on board.

When two Mennonite schools with a common mission merged — Penn View Christian School (early childhood to grade eight) and Christopher Dock Mennonite High School (grades nine through 12) — they needed a new name that communicated their core strength as one entity: providing exceptional academics from a faith perspective. The new name — Dock Mennonite Academy — was built on the significance of Christopher Dock, an 18th century Mennonite educator who pioneered focusing on the whole student by integrating academics with faith. Known for being a specialized place of learning, the words “Mennonite Academy” were recommended to clearly describe its distinct brand.

‍

‍