Client

Portland Public Schools

Project

Ida B. Wells High School Rebrand

Applied Disciplines

Rebrand & Design Systems, Illustration and Creation of Mascot

When Ida B. Wells High School, recently renamed in honor of the pioneering journalist and activist, approached us to create their brand identity and mascot design, we recognized that this project would be both an honor and a challenge. The school chose "Guardians" as its mascot, representing the spirit of Ida B. Wells, who passionately fought for justice and truth and gave a voice to the voiceless.

We began by engaging the internal community, involving teachers, parents, and students in selecting a mascot that reflects their values. After careful consideration, the owl was chosen as the symbol of wisdom, integrity, and truth, embodying the essence of Ida B. Wells. Our task was straightforward: to create a traditional design that would represent the characteristics of this noble mascot. We chose a monochromatic style and crafted multiple versions of the owl, including one where it holds a scroll and feather to symbolize the school's commitment to wisdom and justice. The final design included a three-quarter view and a head-only version, allowing for versatile application across various mediums.

For typography, we selected EMPERA REGULAR—a classic serif typeface that exudes strength and readability, fitting for the legacy of Ida B. Wells. Complementing this, we chose KELSO SANS as the secondary typeface, which is ideal for more extensive content while harmonizing seamlessly with the primary font. This project brought Ida B. Wells High School's vision to life. It exemplified our ability to blend tradition with modern design sensibilities, creating a brand identity that profoundly resonates with the school community and beyond.