The George School
The Barn was approached to clarify, realign, and design an athletics department that had been without a formal logo for years. Like many schools, there was lack of a specific logo and brand guideline so coaches, AD’s, parents, and boosters had slowly gone rouge throughout the years concluding in multiple logos, brands tones, and color palettes across all teams and school merchandise (we see it all the time).
Through the discovery process and talks with both students, staff, and alumni, the strategy called for a collegiate feel, with an edgy touch. We think the understanding of the brand tone sets this school up for success. “Ivy league with teeth” we wanted to push the idea of a stalking cougar. The idea that you will fear what you don’t see rather than what you do. “You won’t hear our logos roar, you will feel their breathe on the back of your neck”
Not only did we need to understand and create the overall brand strategy, but also basic production and access at this level of play. This cougars branding will stand the test of time with scalability, tone, and simplicity. We actually pushed for the 1 color to be the primary as we think it is simply killer.
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Title, The George School
In true Barn fashion we gave a very in-depth 56 page brand guideline, covering everything from tone of voice, mark usage, official colors, typography, uniforms, and merchandise. It even lays out the 67 unique sport/club marks for each team.