Background:
The name of St. Mary of the Valley High School, an education
institution established in 1902, was a bit for people to
stumble through - and the logo being used seemed to present
many similar difficulties. Within the original identity there
had been an attempt to maintain a much-used monogram made
up of the letterforms "St," "M" and "V," resulting
in a somewhat awkward configuration of the school name when
spelled out in its entirety. The lowercase "t" cut
into the dome element sitting on top of the "S" and "M." The
odd, horizontal configuration of the logo created layout
and design difficulties each time it was used. With the original
logo art long since misplaced, both the dome illustration
and the dated University Roman type treatment were starting
to lose fine line integrity from being repeatedly reproduced.
BEFORE:
AFTER:
A name change, to Valley Catholic High School, provided
an opportunity to give the facility a new image. I produced
a stronger, bolder symbol - still making use of the building's
familiar dome and eliminating many of the earlier reproduction
issues. The font ITC Caslon 224 Medium was used as the predominant
type within the design; with Franklin Gothic Condensed used
for secondary text elements. The new image provided greater
readability and a tight, enclosed logo giving the identity
greater flexibility as an element in design layouts.
Alina's Feedback:
Jeff's new design of the Valley Catholic High School logo
is a much stronger and more powerful image for the school.
The encompassing archway not only serves to contain the logo,
but it also echoes the school's architecture, and it gives
a warmer, more nurturing, safe feeling to the school. It's
all very nicely balanced as opposed to the rather awkward
and spindly logo of earlier times. The logo will also lend
itself to a variety of graphic applications on school clothing,
collateral, and general branding.
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