St. Paul's School | Branding School Athletics

A school's pelican brief

St. Paul’s School is a coeducational, fully residential independent high school serving more than 500 students in New Hampshire. The School’s mascot – the Pelican – referenced in the official school shield conveys much about the school’s mission, suggesting aspiration, service, and sacrifice.

Recently the Athletic Director undertook an extensive process reviewing the various wordmarks, initials and icons, and their application to the various athletic teams. He assigned the Bernhardt Fudyma Design Group to create a coordinated athletic brand identity that enables the school to implement the branding in a manner that presents a consistent graphic depiction of their teams, their Big Red Nickname, and their pelican mascot to the public.

Comprehensive guidelines were also developed to show the wordmarks and color combinations that have been created to illustrate the proper application of the branding.

St. Paul's Athletics wordmark and pelican mascot brand identity
Various wordmarks and graphic combinations for St. Paul's School
Paul's School athletic brand identity-curved wordmark and team numbers
St. Paul's School athletic brand guidelines
St. Paul's Athletics wordmark identity applied to a sweatshirt and wordmark identity for soccer
St. Paul's School official shield and the St. Paul's Athletics shield and peilcan mascot identity

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