Heed the Roar
Heed the Roar
Heed the Roar
Heed the Roar
Heed the Roar
Heed the Roar
Heed the Roar
Heed the Roar
Hear that? It’s the whisper of the quiet grind on the practice field. It’s a word of kindness from a teacher to a student after a setback. It’s doing the wobble, going bananas, and bringing the thunder at home games. The roar is what it means to be part of Jeff West. Students. Teachers. Staff. Parents. Community. United behind the Tigers. It lives in our hearts and in our lungs.
The roar is who we are together.
The Challenge
The competitive landscape for schools has changed. Students, families, faculty and staff have a choice about where they go to school. We know that Jeff West offers the best education, the best career path, and the best community for everyone to thrive. But to get that message out, we have to be unified in how we speak about the schools.
CHALLENGES:
- Lack of consistency created difficulty in communicating the Jeff West story
- Brand was difficult to replicate with consistency
- Competing versions of the brand identity were utilized
- Tiger logo is currently used by other regional brands
- Brand language was not used prominently in communications
Unifying the Brand
Throughout the history of the Jefferson West School District, excellence has been a constant. But the way we show and speak about the district has continued to evolve and the lack of consistency has created challenges in telling our story.
The previous brand was a patchwork of designs and language that served a purpose in the schools’ history. Today, we are introducing a unified story for everyone that represents the promise of the past, present and future of our schools.
Building the Brand
A brand is what others say about you when you are not in the room.
A brand is made up of more than just a logo. It is the reputation that precedes you and lingers after you. It is found in the language that you use to speak about yourself. It’s how you treat others.
Our new brand helps people know us at a glance and gives students, faculty, staff, alumni and the greater community a way to show their pride in our schools.
The New Jeff West Brand
The brand is inspired by the tiger itself – it’s strength, beauty, and courage. The stripes of each tiger are unique, in the same way each of Jeff West’s students are unique.
We brought those characteristics into the new brand system.
Full LogoType
The Full Logotype is a custom wordmark that embodies the ferocity and beauty of a tiger in the wild. The T, G, and R contain hard angles that denote claw marks. The curved edges of the G, E, R, and S represent the muscled, sleek grace of a tiger on the prowl. At the upper left side of the I, E, and R, are rounded flourishes that come to a point, designed to give the impression of a tail that extends behind the rest of the body.
The word Tigers is designed with an upward perspective to give it a sense of domination and dynamic movement.
Razor claw Insignia
The new Razor Claw Insignia leads the charge for the new brand. The monogram was inspired by previous iterations of the “JW”. The design is sleek, elegant and defiantly unique.
It stands on its own as a brand element but also tells a story about the school. The insignia is a combination of the J and W merged together to mimic forward motion and represent the slashing of a tiger’s claws. In the execution, the J shares a “claw mark” with the W to create a compact, refined and ownable mark.
Ambush Tiger
The custom-designed tiger is exclusive to Jeff West. Like all elements in the brand design, it is thoughtfully executed to continue the story. Its eyes are engaged and focused. The angles in the neck and jowls echo the sharp angles from the wordmark. Its mouth is open, teeth bared, showing ferocity and strength. This is no sleepy house cat. It is an aggressive mascot that speaks to the competitive nature of Jeff West sports and unifies the entire district around a single identity.
Brand System
The new JW utilizes a brand system – a collection of elements that make up a cohesive and meaningful unit. This system offers an extensive amount of logo pairings and color combinations. A few examples shown here.
Color
The color palette for the brand reflects the usage that has been established over the years by formalizing the red that has become an inseparable part of the Jeff West brand.
Academic Motto
Learn Your Stripes
From Kindergarten to graduation, kids should grow in an environment they’re safe to explore. They should get to learn in environments where they’re loved and cared for as the individuals they are with the unique gifts they hold. They should get to add new capabilities at their own pace in their own way. Inevitably they’ll face discouragements. They should have the chance to benefit from those lessons and try again.
This is the student experience at Jeff West. There’s no choice but to be an active participant in a wide selection of educational and extracurricular opportunities. Students get to choose their experience. Along the way they’re supported by caring adults, many of whom have long history as a Tiger. Teachers and staff know how to deliver instruction, discipline, values, and guidance. Students are Tigers from their first day, but they learn more about what it means to embrace the values and educational excellence of the Tigers every day. As a Jeff West student, each day presents the opportunity to Learn Your Stripes.
Athletic Mantra
Heed the Roar
Hear that? It’s the whisper of the quiet grind on the practice field. It’s a word of kindness from a teacher to a student after a setback. It’s doing the wobble, going bananas, and bringing the thunder at home games. The roar is what it means to be part of Jeff West. Students. Teachers. Staff. Parents. Community. United behind the Tigers. Others may not like it, but they learn to give it respect. It can’t be stopped. It lives in our hearts and in our lungs.
The roar is who we are together.
supporting messages
Imprinted With Power
The stripes of each tiger are unique to them—no two are the same. Stripes ripple with the strength of sinew and surprise. At Jeff West, each student bears strengths that makes them as distinctive as their fingerprints. During their education, they learn what it means to be a Jeff West tiger—to be bold, caring, and committed to excellence. Through academics, athletics, and activities, they discover the power of hard work and discipline. At graduation, they’re released to leave their unique print on the world.
Gain Great Strengths
Grow Great Strengths
Guide Great Strengths
As a Jeff West Tiger, your education endows you with the opportunity every day to uncover where you excel. Through academics, athletics, and activities, you can choose to grow your strengths. As you grow, you learn to share your capabilities with the world. One day, you’ll have the chance to give back everything that’s been given to you. Gain, grow, guide great strength. It was never just for you anyway.
Usage Examples
The following are just a few examples of how the new brand could be used.
