Rebranding:
When I first started at Neosho School District, an immediate challenge was mixed messaging due to an unclear image. The answer was easy: give the iconic and loved wildcat a fresh face, but the process was much more challenging. The wildcat logo had been around for years and started from a dot drawing that was done by a student decades ago. As the dot drawing became increasingly difficult to use, another student updated it to a line drawing. As technology advanced, the line drawing met difficulty with reproduction on vinyls, embroidery, and graphic design, so another wildcat was born. Each time the wildcat was changed, the concept stayed similar - an open mouth, fierce eyes, triangular ears, but the image was completely different. Over the years, the school and community stores had such a variety of logos in use that a large local chain had Neosho apparel with a neighboring school's wildcat logo.
The idea to freshen the logo was met with a lot of controversy and doubt, but the need for consistency and imagery that could be easily recreated pushed the process forward. I created an Integrated Marketing Committee with different members of the district - some were lifelong wildcats, some were coaches, some were educators, and some were outsiders. We identified the distinct features that made the wildcat Neosho's, and made sure to keep those intact. I then reached out to Little Bird Marketing, a Joplin-based design and marketing firm. After we surveyed our district team to gain the true meaning of the wildcat, we worked on the logos and concepts over the course of six months until I felt it hit all of the marks. The new design was revealed at a community Pride Night on a large banner that would be hung at the stadium.
Since the reveal, the logos have taken like wildfire and I've received rave reviews from local print shops who cooperate to keep the image clear. The finished product included four logos - the traditional forward facing wildcat, the traditional block N, a new side facing wildcat, and a new little wildcat. While the N serves as our academic logo, the wildcats are used for spirited or athletic messaging. The forward facing was a staple and the side view was requested for times when sizing affected detail, such as on football helmets, and the little wildcat is an extra option for our younger cats. As we walked the different elementaries, we found a different, hand-drawn representation of Willie Wildcat in every building, so we took that as a sign that the little wildcat was needed.
Along with the logos, primary and secondary color palettes were introduced, along with standard fonts and "Wildcat Speak."
Along with the logos, primary and secondary color palettes were introduced, along with standard fonts and "Wildcat Speak."