In the fall of 2023, Storyweaver Studio was approached to unify the USD 409 school brands visually, creating continuity and a seamless branding experience across the district.
Atchison Public Schools have served the Atchison community for more than 100 years. It was important for the district to hire a local brand designer who understood the brand issues on a deeper level. As a member of the Atchison community and the wife of a district teacher, I knew I could address this challenge in a unique way.
Please enjoy this overview of the entire branding process for USD 409.
- Christa Rieger, Designer
Phoenix rising: The building blocks of the new era of the phoenix
A LOOK AT THE FINAL BRAND SUITE.
How did we get here? Read the full story below.
Sampling of visual elements found in the new brand guide.
The Summary
CONSIDERATIONS made DURING THE FOUR month design process:
The Entities
Atchison Public Schools is comprised of four schools, the board office, and service center. Each of these physical locations needs to be served by the overall brand.
USD 409 District Office
Atchison Elementary School
Atchison Middle School
Atchison High School
Atchison Central School
Service Center
The Stakeholders
Understanding and engaging with stakeholders is vital for the district's success, as their input, support, and involvement significantly influence educational policies, funding, operations, and overall educational experiences within the district.
Students
Admin/Staff
Parents
Atchison Community
Local Government
Local Vendors
The Phoenix
The Phoenix is a mythical creature steeped in ancient symbolism across various cultures throughout history. Its origins trace back to ancient Egyptian and Greek mythology.
The Phoenix holds a powerful symbolic meaning of rebirth, renewal, and immortality. According to legend, the Phoenix is said to burst into flames and be consumed by fire upon its death, only to be reborn
from its ashes.
Project Timeline
An estimated 80+ hours were poured into this project, presentations, and rollout. The branding committee wanted to take their time to get all of the pieces of the brand right for years to come.
August 7, 2023
/ Project start
September 27, 2023
/ Round 1 brief
October 18, 2024
/ round 2 brief
November 13, 2023
/ Board of ed presentation
December 11, 2023
/ Board approval
January 1, 2024
/ new brand live
The problems
Issue 1: INCONSISTENCY
In July 2021, USD 409 adopted the phoenix as its official mascot. The vote occurred just before the start of the school year, leaving insufficient time for an in-depth branding process. As a result, no universal brand guide was created at the outset, leading to various issues, including inconsistencies in colors, fonts, and visuals. Additionally, many visuals were not original or were copyrighted by other institutions, which contributed to a inconsistent representation of the USD 409 brand.
Sampling of visual elements found throughout the district from 2021-2023
Issue 2: USABILITY ROADBLOCKS WITH MASCOT
After a few years of use, administrators, teachers, and community vendors expressed frustration with the visual representation of the mascot. The common issues included:
- Too detailed
- Did not size well
- Intimidating for younger ages
- Head too small/doesn’t match when used separately
- Lacked additional elements to tell the district's story
- No movement due to the box-like design
- Too similar to images found on the internet
Former mascot
THE SOLUTION
Logos
A brand logo is a symbol, emblem, typographic element, or a combination of these, used by businesses to represent their brand identity. Having a unique logo helps USD 409 to be easily identified and remembered. It’s important that the logo is versatile and can be used in a variety of spaces, which is why variations of the primary logo have been designed.
primary Mascot logo
Elements kept from last design:
- three feathers on head
- general coloring
- movement in tail
New elements:
- four wings tips for the four schools
- simplified wings and tail, with thicker lines for better printability
- the wings are purposefully not symmetrical to improve usefulness in design, particularly in corners
- an added symbolic fire element, rather than literal fire
- larger head and added pupils
Comparison of new and old primary mascot logo
MASCOT lock up #1
The purpose of a lockup is to combine the mascot with the brand name. In the case of the Phoenix Mascot Lockup #1, this visual element can be used across any part of the district. All elements of the lockup must remain the same and should not be separated.
Mascot lock up #1 and its color variations
MASCOT lock up #2
The Phoenix Mascot Lockup #2 is a visual element intended primarily for use in Athletics. All elements of the lockup must remain the same and should not be separated.
Mascot lock up #2 and its color variations
PHOENIX HEAD MARK
The Mascot Head is intended primarily for use in Phoenix Athletics. It is well-suited for applications such as sports graphics, stadium signage, uniforms, and more.
Comparison of new and old Phoenix head mark
THE "A"
The "A" has long been a part of the Atchison Public Schools brand. However, the new "A" mark is our first original and unique version. The design blends elements of the old "A" with the symbolism of the Phoenix mascot and fire.
Comparison of new and old "A" mark. The old "A" was a variation of the University of Arizona "A" and therefore, could not be copyrighted by the district.
Lil' Phoenix Mark
The Lil' Phoenix was developed specifically for Elementary School use. This mini mascot can be used on t-shirts, around the building, and in graphics. However, the Lil' Phoenix should not be used to create a school logo. The official crest will serve as the logo for all schools.
Comparison of new and old Lil' Phoenix. The old Phoebe was internet art that could not be copyrighted by the district.
SCHOOL CRESTS
USD 409 is comprised of many different organizations. Each building will have its own crest for use on official documents, business cards, signage, email signatures, and more.
Brand new crests for each school in the district.
SPORTS/CLUB CRESTS
Each sport and club plays a vital role in the culture at Atchison Public Schools. The Sports/Club Crests provide a way for each sport or club to have its own crest as a matter of pride. The crests can also be used on banners, awards, patches, and more.
A sampling of the brand new crests for sports and clubs.
ADDitiONAL GRAPHICS
As a unifying campaign, the district has used the hashtag #WeAre409 for years. The additional sticker element provided is intended for use in graphics, documents, banners, and more to promote this ongoing campaign.
#WeAre409 stickers that can be added easily to designs
Fonts
Typography plays a critical role in defining a brand's identity and conveying its message to the audience. It is a powerful tool for establishing consistency, enhancing readability, and evoking specific emotions associated with the brand. Additionally, fonts used daily need to be available on Google Fonts, as the district utilizes Google Classroom.
Excerpt from brand book
Colors
Understanding color symbolism is crucial as it allows for effective communication and evokes specific emotions, enabling all stakeholders throughout the district to convey messages that resonate with their audience and align with the intended brand image.
Excerpt from brand book
Example uses for new brand elements.
Final Thoughts
This project had several layers of difficulty, but a significant improvement was made in the clarity of branding for USD 409. Shortly after the branding process was completed, the district undertook a complete renovation of its website. The process of updating printed materials, uniforms, graphics, and more is still ongoing throughout the district. These items will be replaced over time as new ones are needed.
As a community member, I am glad I could be a part of this journey! Thank you for trusting Storyweaver Studio with the Phoenix brand.
For questions about brand usage or file downloads for Atchison Public Schools, please contact:
Lindsey Hansen
Central School Principal/District Communications/CTE Coordinator
Meet the designer
When I am behind the lens or the computer, I bring over 15 years of photography and design experience to my clients. I consider it a privilege that, for a moment, I get to be a part of your story—whether it's the story of your relationship, your family, or your new beginnings. I am here to skillfully weave together moments in time for you to cherish and enjoy forever.