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VHHS Strategic Branding Update
The Knight Eady team presented an update and recommendations to the Vestavia Hills Board of Education at the April 27 work session. The presentation served to provide an update on the conclusion of the research process and recommendations moving forward as the team works through the design phase.
Based on the research findings and complete analysis of the results, Knight Eady concludes that it is in the best interest of VHHS to move forward without a new mascot at this time. In lieu of a mascot, strong primary marks and additional brand imagery will be developed as the visual elements of the VHHS brand. Additionally, a branding style guide will provide recommendations for use of the marks in order to protect the VHHS brand and maintain consistency.
The Knight Eady team believes this is the best option moving forward because of several observations and conclusions revealed from the research. There is a strong connection to the “Rebel” name among the VHHS community. Additionally, the research revealed consistency among all of the audiences in regards to the characteristics, values and traditions that make the community and school unique. These traits are included but not limited to: commitment to excellence, highly involved, leadership, tradition, unity, pride, compassionate, etc. The research team found the biggest divide among the stakeholders to be the mascot; both the former Rebel Man and what would be used moving forward. It is in the best interest of VHHS to focus on the many positive attributes of the brand that were shared by so many of the research participants. The Knight Eady team will be using these elements moving forward to create relevant and appropriate marks for the VHHS brand.
The complete presentation can be viewed online, which includes a summary of the research process, presentation of the results and recommendations moving forward. The full research report is also available for download. The accompanying video shares an exciting recap of the research findings and captures the essence of the VHHS brand. At the end, the video reveals a teaser of the overall brand identity concept the Knight Eady team will use moving forward. The 1Rebel mark is not the final product of the strategic branding process, nor the primary mark for the school. The Knight Eady team is working towards a release of the complete brand package no later than May 13, 2016.