Out with the old and in with the new was the theme Monday as the Moore County Schools unveiled their new logo and tagline at the board of education meeting.
According to Catherine Murphy, Director of Communication for Moore County Schools, the new branding was part of a year-long process that involved updating both the district’s mission and vision statements. A brand, according to Murphy, is a combination of visual elements (such as a logo) and a tagline. Logos and taglines contribute a feeling that distinguishes an organization from its competition in the eyes of the consumer.
In the case of the school district, the consumers are the students, potential students, parents, staff and other community stakeholders. The new branding stems directly from the districts revised vision/mission statement:
Vision: Moore County Schools will ensure the educational experiences, Inspire students to reach their full potential and lead productive lives in an ever-changing world.
Mission: Moore County Schools create a supportive, Engaging, and safe learning environment that builds knowledge, skills, and abilities needed for future Success.
In a process that involved principals, staff, and school board members to evaluate the revised statement and select the top three words that were picked, which were then reordered and modified to be parallel in tense and form, yielded the new tagline: ENGAGE. INSPIRE. SUCCEED. This replaces the growing to greatness tagline which had been in use for almost 10 years.
The revised logo was the result of collaboration between two committees, one made up of senior staff and the other of school board members, several art teachers and a local marketing company that specializes in branding. There were four primary considerations that were integral to the new logo; a Change in the district colors, Reflect the “whole child”, “4Cs” of classroom instruction, and Incorporate movement.
The new logo consists of four graphical elements, each of which represents a critical component of Moore County Schools.
Represents academics, innovation, critical thinking
Represents all visual and performing arts
Represents STEM, workforce development
Represents athletics; collaboration across all sports
The new logo will be rolled out over the next few months. Board chairman, Helena Wallin-Miller, summed up the feelings of the board when she commented, “I love it. I know this was a hard process from the beginning. It represents all that we have, and all that we offer as a school district, and it is exciting to me that we cover the whole child”. The new marketing material will gradually replace the existing logo.
In addition to the new marketing materials, the school district has also revised and updated its website.
Written by Sandhills Sentinel Reporter, Chris Prentice.
