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. To achieve this, 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.
In addition to the mascot, we developed a seal featuring the face of Ida B. Wells, integrating patterns of the mascot with an additional graphic element representing Portland's Guardian Peaks: Wy'east (Mt. Hood), Pahto (Mt. Adams), and Loowit (Mt. St. Helens). These mountains serve as protective symbols, reinforcing the Guardian identity. The existing color palette of green and gray, both sober and elegant, perfectly complemented the design's tone. We enhanced this palette by including metallic PANTONE codes in the branding manual for future applications, ensuring the brand's consistency and sophistication. 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.