Background
In the fall of 2021, the Burlington Area School District launched a process to evaluate its current visual brand and to update, as needed, its current logo marks. The goal is to have greater continuity districtwide: a "BASD orange", specific fonts, one districtwide logo to use on letterhead, and answer when to use the various logo marks associated with BASD.
Process
The district sees this process as a clean-up of its current visual identity. The district sent six firms a Request for Proposal seeking input on how to achieve the following goals. BASD wants a visual identity that:
- reflects the district’s compassion, commitment, and comprehensive offerings
- is recognizable and synonymous with Burlington Area School District’s quality educational experience
- feels clean, crisp, and modern
- answers how to represent the district’s “Demon” mascot
- promotes every student, staff member, and community member’s sense of belonging.
The district received four bids ranging in price from $6,000 - $53,000. The district chose to work with Donovan Group, a Milwaukee-based school communications firm for its school-based emphasis, low cost, and Wisconsin roots.
The district established a 10-member Brand Advisory Group with representation from various constituent groups associated with the district: students, parents, teachers, staff, alumni, school board, and the community. The process includes:
- Donovan Group meeting with the Brand Advisory Group group four times.
- A student focus group with BHS student leaders led by Donovan Group.
- A survey to gather feedback from all constituents.
This widespread input will be used to refine how BASD visual represents itself. Donovan Group will also help the district apply the updated visual brand to letterhead, forms, and digital applications. They will create a brand guide to ensure that BASD's visual brand is applied consistently. It is anticipated that the district will have its visual identity defined in May to implement over the summer.
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