Why was the re-branding project for the school important?
The Crusaders mascot has been a staple of Holy Cross Lutheran School since its beginning! Last year, we began discussing the possibility of a new mascot for Holy Cross. The term “Crusaders” refers to the group of individuals, who were central to The Crusades.
"The Crusades were a series of religious wars between Christians and Muslims started primarily to secure control of holy sites considered sacred by both groups. In all, eight major Crusade expeditions occurred between 1096 and 1291. The bloody, violent and often ruthless conflicts propelled the status of European Christians, making them major players in the fight for land in the Middle East." - (History.com)
The term “Crusaders” is a direct reference to this time in history, where Christians caused tremendous suffering to the Muslim community, in the name of God. In an effort to separate their brands and legacies from these violent events, many schools, sports teams, and churches all across the country and the world have transitioned away from mascots, rituals, imagery, etc., that are in any way linked to the Crusades.
As we look to the future of Holy Cross, we want our mascot, our imagery, and our brand as a whole to represent a mission and vision that we can feel good about and feel confident in passing on to future generations.
Who was involved in the brand development process?
Initially, the school’s leadership team held meetings and conversations about the school’s core message and values. After initial conversations, the school’s faculty and staff were invited to give their input and were also asked to join in the voting process for selecting a new mascot. The final deciding votes for the new mascot were made by parents and students. The majority vote was cast for LIONS as our new school mascot!
What key concepts or ideas are built into the new brand?
The new brand was built from team members’ responses to some key questions, as follows:
- What words come to mind when you think of a LION? (new mascot voted on by the school community)
- What character traits and core values come to mind FIRST when you think of Holy Cross?
- What makes our school UNIQUE?
- What is something our school does really well that other schools don't do as well?
- If we do what we do exactly right, what does a student look like when they leave Holy Cross?
Recurring themes in the responses included: family environment, love, unity, academic excellence, Christian faith, confidence, diversity, inclusivity, courage, nurture and community.
How does this new brand help us pursue the mission of the school?
The new brand more clearly captures the values the school community holds dear, while also pointing to the future of the school and the impact it will make on the North Miami community.
How does a new brand help make us more appealing to prospective families?
The new brand is more modern and polished with intentional imagery, a more classic feel, and bolder colors. It is intended to convey a sense of propriety and academic excellence.
When can we expect to see the new brand in use?
The new brand will be officially launched in January 2023. In the months leading up to the launch event, we will reveal details of the new brand in segments in an effort to build some momentum for the launch event.
How does the new brand impact things like uniforms, gym clothes, and other applications?
All school communication and social media platforms will feature the new branding as of November 1st, 2022. The new website also launch on November 1st. The accompanying mobile app will launch shortly thereafter. New uniforms promotions will begin in January, 2023. In August, 2023, all student and team member uniforms will officially be transitioned to reflect the new brand. Students will continue to wear the current (old) branding till the end of the 22-23 school year.
Who designed our new logo, and brand elements?
The new brand was professionally designed by In10se Design, Inc.