ORGANIZATION:

Santa Barbara High School, the second oldest public high school in California

 

INDUSTRY:

Education

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PROJECT:

Brand Refinement, Organization, and Extension

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CHALLENGE:

Established in 1875, Santa Barbara High School (SBHS) is the second oldest public high school in California. For many years, SBHS has been the largest and most influential school in the area, with proud alumni who have a strong connection to the school and the community built around it.

 

Due to years of decentralized branding and asset generation, there was no central library of approved school assets. Many stakeholders found it difficult to access artwork and usage guidelines, which led to numerous variations in branding and an inconsistent identity.

 
TASK:

The SBHS Alumni Association aimed to organize, refresh, and create assets and guidelines based on the school’s long-established look and feel, for both analog and digital applications. They preferred to work with an alumnus who would understand the history, heritage, and significance of the school. As a proud graduate of SBHS (Class of ‘84), I was eager to help the school establish a cohesive visual identity while modernizing its brand where appropriate.

 

SOLUTION:

We conducted a thorough audit of all branding materials and collateral. We concluded that, due to the absence of digital assets and guidelines, everything needed to be reorganized and recreated. We defined the school colors, typography, and a wide range of logos. The assets were categorized into two major groups: Academic and Spirit. The Academic logos would be used for scholastic applications such as diplomas and official letterhead, while the Spirit group would include logos and artwork for athletic teams, clubs, and merchandise.

 

We redrew and reinterpreted the school shield and the school’s “Don” mascot, along with many team and club logos. We prepared all artwork for print and digital use, and documented, defined, and cataloged the brand assets in comprehensive guidelines and reference materials.

 

RESULTS:

We successfully created a centralized asset library and defined its usage. Our work refined and interpreted the school’s branding while honoring its long history and traditions. The Alumni Association and key stakeholders were delighted with the results.

 

We continue to collaborate with SBHS to develop promotional artwork for reunions, anniversaries, and campus beautification projects.