Field School Mice - Rebrand Proposal

A NEW ERA: Concerning the Field School Mascot and Aesthetic Identity

THE PROBLEM

Current Colors: Varied • Jumble of sky blue, royal blue, navy, yellow, gold, and orange.

Current Mascot: Field Falcons • Chosen by Elizabeth Ely, school founder, in early days of the school.

• Navy/white, navy/yellow, navy/ gold have become predominant athletic schemes.

• Has no meaningful connection to school mission, values or ethos.

• These color schemes vary from sport to sport and grade to grade.

• One of the top ten most used mascots nationwide, and by at least 10 in Maryland and 10 in Virginia.

• Sky/orange used in official logo and branding.

• Royal/yellow, navy/orange, primarily used in spirit wear.

WHY NOW? • With construction nearing completion, and enrollment expanding, a new era at Field will begin in the fall of 2014.

• This is the perfect, perhaps only, opportunity to enhance the aesthetic of the school.

• Adopting a quirky and mission-appropriate mascot reinforces Field’s commitment to being different and unique while changes to the school are instituted.

A NEW ERA A cohesive branding package is proposed to unify the school’s elements and usher in a new era.

Updated Field School Logo

Primary Mark

• Employ the new navy and orange in the existing logo.

• A profiled body of a field mouse, darting athletically.

• Update the grey to reflect new color scheme.

• Initial sketches and drawings by Nora Dahlberg ‘14. Vectorization by Brandon Moore, graphic designer.

Full mark completed by Doug Houvener, graphic designer.

Athletic Typeface

• Bold, majestic, and simple representation of the mascot.

• Custom font created by Doug Houvener.

• Angular and stylized to tie into the Field academic logo.

Secondary Mark • A stylized Mouse Head • A cutout of the head of the primary mark to add variety.

Sport Specific Logo Set • Add to to current soccer and basketball “circle-in-building” by having a logo for each sport.

• Soccer, basketball, track, lacrosse, baseball, softball, tennis, ultimate, cross country, winter track, and wrestling each have a version.

Tertiary Mark • Block Letter “F” • An angular, single color block letter “F” from the new, unique font.

A NEW MASCOT PRIMARY MARK

• Represents the persevering, and unique nature of our school.

• Mice work hard and persevere. They get the cheese no matter what.

• Never do you find one mouse. Mice work together to achieve a collective goal.

ACADEMIC MARKS

• Presents an incredible pun - speaks to our creativity as a community.

• Small, yet significant, step to keeping Field quirky among changes.

• Mice as a mascot - unique to the region, and possibly the United States.

• Aesthetically looks better with “Field” in letter number. 5/4 not 5/7.

• Creative titling for increased school pride - eg. we can name the gym “The Mouse Trap.”

SECONDARY MARK

PRIMARY MARK W/ WORDMARK

TERTIARY MARK

NEW COLORS • Standardized navy, orange, grey, and white as color scheme in athletics, branding, and spiritwear.

• Navy has become standard in athletics, and branding should follow suit.

• Orange is more applicable as a secondary color than any yellow or gold, being visible clearly against white, and contrasting starkly with navy.

• Grey for the body of the mouse, used as an optional accent color.

• White continues to be a necessary all-purpose color for all platforms.

• Navy, orange, and grey are easily replicated on any apparel website or catalogue.

• A brighter, more forceful orange is easier to see against white than the current soft branding orange.

• Chris Lopez asserts that navy and orange spiritwear is by far the most popular.

Wise Navy Pantone 2767C

Dare Orange Pantone 165C

Cool Grey Pantone Cool Gray 5C

PRIMARY MARK

ACADEMIC MARKS

SECONDARY MARK

PRIMARY MARK W/ WORDMARK

TERTIARY MARK

WORDMARK

A colloborative project by Andrew DeFrank, Nora Dahlberg, Ryan Reese, Doug Houvener, and Brandon Moore. fieldschool.org | doughouvener.com | brandmooreart.daportfolio.com