CASE STUDY 02 / BRAND IDENTITY & POSITIONING

Germantown CSD

Germantown Central School District wanted to keep its iconic “Clipper” logo, but needed it updated and refined to bring its brand up to date. I created a new Clipper, as well as a secondary Wheel and Clipper Script, for athletics and extracurriculars. I also created apparel options and a comprehensive set of brand guidelines to ensure the brand is implemented consistently.

Client

Germantown

Role

Brand designer

Year

2023

Discipline

Brand Identity & Positioning

01

The challenge

The district loved its “Clipper” mark, but it had aged poorly: inconsistent across uses, hard to reproduce, and dated next to peer districts.

The district loved its “Clipper” mark, but it had aged poorly: inconsistent across uses, hard to reproduce, and dated next to peer districts.

02

The approach

Rather than replace a symbol the community was proud of, I redrew the Clipper with cleaner geometry, then built a secondary Wheel mark and supporting color and type standards.

Rather than replace a symbol the community was proud of, I redrew the Clipper with cleaner geometry, then built a secondary Wheel mark and supporting color and type standards.

03

The outcome

A refreshed identity that keeps the heritage intact, rolled out across signage, apparel, backpacks and stationery.

A refreshed identity that keeps the heritage intact, rolled out across signage, apparel, backpacks and stationery.

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