Saturday, August 21, 2010

Lake Washington School District has a new LOGO

new logo
The Chip Kimball administration is redefining Lake Washington School District culture.  It's most visible in their new LOGO.  Do you like it?  

The existing, oval LOGO was thirty years old and according to Kathryn Reith, Communications Director, "it didn't express who we are".
 Ms. Reith presented the new logo to the School Board in their August 9th meeting.  The design was created in-house by Chelsea Lee to save money.  The District didn't have go to an expensive advertising firm to create the brand.

Ms. Reith said, "It shows "forward motion', uses colors of the district website, and has a simpler look with modern type-face."  The existing LOGO was 30 years old and didn't express who we are".

When questioned about student and community participation in the LOGO design, Kathryn wrote:  
"There was input from more than our five school board members. We did use the design input collected in a much more extensive process that involved parents, teachers and other staff members in the redesign of the website. We also checked the new logo with staff and parents before adopting it. Public input is not always about a major, time consuming process."
Ms. Reith explained how the LOGO would be used and phased into the system, saying:
"The district logo primarily lives in online and printed versions of materials, such as letterhead, business cards, etc. These consumables are generally used up within a one year period. As noted, the logo will only be used when materials are used up so there is no additional cost, thus there is no need to keep track of logo costs.
So, it appears we won't see much of it in the first year, with the exception of the website, district online documents, and online media.  The district apparently has no plans to place the new LOGO on signage, their fleet, or on their buildings.   Do you have any comments?

Reported By Bob Yoder


Paganne said...

how much money was spent designing the new logo? How much will be spent to (eventually) change over all the signage, letterhead, buildings and fleet? Is it FINANCIALLY prudent to change the logo in times of economic challenges?

Further more, was it really a necessary and resourceful use of District time? Did we NEED a new logo?

How does a new logo affect classroom sizes, teacher competency or student learning? Will this be the "trick" that moves our students forward into a competitive educational level with other countries? Does the new logo raise AYP results?

Just another way the District is wasting time and money and NOT confronting the challenges in our schools in a real and meaningful manner.

Kathy Wittel said...

I'm sorry the old logo didn't "express who we are." I thought providing a high quality education would have expressed "who we are" very adequately. In these tough economic times, why would you even spend one cent on a new logo? Seems like a waste of public funds

Sarah Loveless said...

I agree. The schools are dealing with budget cuts. I don't see why a new logo would be a priority.


Franz said...

As long as it was done in-house, I think it serves the district and its constituents well to have a more updated look.

Franz Wiechers-Gregory

Anonymous said...

I am not sure what the logo conveys, honestly. It looks more like a sailing club logo than a school district logo. Clean, simple and moving forward are the key elements of the design. I guess I think of the expression of those elements in the logo as plain, boring and calm.

Kathryn Reith said...

In answer to Paganne, no money will be spent on the new logo. The old logo is not on district vehicles. It is rarely used on signage and that signage will not change. I don't know of any use on buildings but if there is some place where it is used, it will not change. The main use of the logo is in paper products (letterhead, envelopes, etc.) and electronically. We are only using the new logo on new orders of paper products as old ones are used up. That cost would be incurred whether the logo changed or not.

This logo change was not a high priority and certainly is not intended to address educational issues, which receive the district's greatest attention and resources.