PSIS 187 Hudson Cliffs in upper Manhattan opened in 1929, and at one point all three of my children attended. I noticed that they lacked a modern brand identity, had inconsistent branding communication, and relied on outdated clipart for their eagle mascot. Collaborating with another parent and the middle school's Assistant Principal, I designed a new logo that honored the past, present, and future of the school. The school numbers were represented in a 1920s-30s font, while the school name was updated with a contemporary, medium-weighted san serif font, reminiscent of college fonts. To ensure consistency, I provided variations and separable elements for future designers. The logo serves as a symbol of school pride, and is used in merchandising and communication, fostering a strong brand identity for the community.

Project duration: 4 weeks.