LAKELAND – After roughly a 50-year run, a logo representing the Polk County School District is getting a makeover.
The district is challenging teams of high-school graphic artists to polish and update the image of the second-largest school system in the state. Students, with coaching from area advertising and design professionals, have until Feb. 16 to come up with an initial draft.
The winning team will debut its work, including a new image line, at the April 24 School Board meeting in Bartow. A scholarship prize that can be used at any college or university will be awarded to each member of the top team.
It doesn’t take a pro to realize that it’s high time the current logo is retired. The black and yellow design, sporting the tagline: “The School Board of Polk County, knowledge is power,” is dated and lackluster.
“It has served us well, but it’s time for a new look,” said Rachel Pleasant, senior director of communications for the School District, speaking at a symposium Thursday to initiate students about the contest. The event was held at the Peggy Brown Building at Lakeland’s Lake Mirror Complex.
A panel of experts provided students with an overview of the ABCs of branding, which can be especially challenging for something as amorphous as a school system. Still, panelists explained the power behind some of the more recognizable images for companies like Dunkin’ Donuts, Apple, Coca-Cola and Adidas.
Simplicity is key, said Daniel Barcelo, creative director for The Lakelander magazine, adding that branding is more than design. “To me it’s really all about feeling,” he said. “It’s not logical, it’s emotional.”
Allen Reed, a principal partner and executive creative director at MADE Brands LLC, explained how creating brand identity involves plenty of research, and asking such questions as “Who does the brand speak to?”
A brand is much more than a logo, Reed said. “It’s really a feeling; what draws you to that particular service … A logo is just one way people identify a brand. If you just have a logo, you don’t have much of a wardrobe.”
That wardrobe incorporates logo, color, character fonts and style, all of which convey an image of the product, Reed said, cautioning: “Overdesigning is a slippery slope. You want to keep things simple.”
The following high schools will be represented in the contest: Auburndale, Bartow, Gause Academy, George Jenkins, Haines City, Lake Gibson and Lake Region.
The winning design and image line will be used on everything from School District letterhead to T-shirts and diplomas.
“I’m really excited about this project, it’s going to be great,” Jacqueline Byrd, Polk’s school superintendent, said during Thursday’s symposium. “We believe in what you do, and we want to showcase your talents.”
Some students said the symposium only reinforced much of what they’ve already learned in class. Others said they are eager to get on with the challenge.
“It’s a big deal,” said Jean Thomas, 18, a student at Lake Gibson High who specializes in digital design. “Finally we get an opportunity to show who we are. It will be memorable, something you cherish for the rest of your life.”
Emili Putt, 18, a senior at Lake Region, said she’s looking forward to the coaching from area experts. “I’m real excited to see the creativity that everyone comes up with. I think there’s endless possibilities.”
School Board member Billy Townsend, one of several board members in attendance, said there definitely is a need to update the school system's image.
"The imagery that reflects us is dated," he said. "There's nothing better than having our talented kids figure out what that (new image) should be."
Eric Pera can be reached at eric.pera@theledger.com or 863-802-7528.