“Florence Public School District One is a 284-square-mile area located in Florence County, South Carolina. It encompasses all or part of several communities, including Claussen, Effingham, Evergreen, Oakdale, Quinby, and Mars Bluff, as well as the City of Florence, serving approximately 75,000 people. Florence District One is the 15th largest school district in South Carolina and the second-largest employer in Florence County in its category.”
Townsend (Florence, SC)
To help Florence Public School District One take control of its reputation and rally its 25 schools and programs, 16,500 students, 3,000 employees and the communities they served, we simplified the district’s name to Florence 1 Schools and developed a new brand identity based on the brand essence of Students First. Designed to both embrace the strengths of individuals and the power of working together, the identity features gold—a color shared by the district’s 3 high schools—as a primary color, and the logo has the flexibility to take on the identifying colors of each school.
Images (opinion after)
A school district in a small city in the U.S. is not exactly the kind of “client” I usually post on Brand New but it’s also interesting how big school district organizations can be, like this one that has 3,000 employees — that’s the size of a major corporation. Also of interest is how typically bad school district logos are — for example, here is the one for the majority of schools in Bloomington, IN. Yikes, I know. (Our previous district’s logo in Austin, was a little better.) So, when I received this project in my inbox I was genuinely excited to see a school district logo that not only did not suck but one that was actually pretty great. The “F1” logo is somehow very pleasing… like those pictures of a baby penguin nestling close to mama penguin. The blocky approach also conveys school-ness. The wordmark is mostly fine, typeset in Galaxie Polaris. The yellow and green combo is peppy and I like how the color combinations vary from school to school within the district. Overall, this could have been yet another cheesy school district logo but instead it’s an identity that feels energetic and that should instill confidence in the parents of its students.