Sprague High School

Identity & Brand Strategy | Re-branding

"The Olympian’s identity system returns to Greek antiquity while preserving the look and feel of a modern academic institution."

Founded in 1972, Sprague High School is a public high school in Salem, Oregon that has grown into a leader both academically, and athletically in the Salem-Keizer School District and the State of Oregon. The school’s previously scattered branding efforts did little to highlight the history and tradition of excellence that Sprague has come to be recognized for. I designed the new visual identity for Sprague to emphasize the school’s commitment to excellence.

Built around a distinctive “O” monogram and accompanying custom laurel wreath, the Olympian’s identity system returns to Greek antiquity while preserving the look and feel of a modern academic institution. The project encompasses the school’s brand strategy, communications, athletics, apparel, online presence and marketing. The laurel wreath is a focal point of the new identity. Laurel wreaths trace back to Greek mythology, worn by Apollo, the Greek god of sport. A symbol of victory, worn by champions in athletic competition and poetry. Eventually, laurels were donned by conquering generals in Rome. The primary mark includes the Olympian “O”, carried over from the wordmark, crowned with the laurel wreath: the Victory O.

The new identity is an important part of the school's vision for the future, providing a cohesive experience across spatial, digital and promotional communications. The goal was to create an identity system that could be maintained by a few people, while providing a visual language that is closely aligned with the character of the building and the mission of the school: to prepare all students for victory in life.

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