The school has officially rebranded—a new logo, a new website and even new magnets. Before the rebranding, we had a full school assembly where I asked, “What is a logo?” A fourth grader answered, “It is a symbol that represents a company.” (Who knew our fourth graders went to Fuqua before matriculating at Duke School?) After congratulating him for a great answer, I asked what thoughts does the new logo stimulate and the students starting firing off answers—modern, clean, professional and sophisticated. They got it. As Duke School works to position itself as the school of choice in Durham, we want our name to be synonymous with modernity and sophistication. Further we want to send the message that our curriculum and pedagogy represent the best of 21st century education. I think the logo carries some of that weight.
We wanted the website to send some of the same messages. As you know, the website is really divided into two portals—public and private. We hope you find the private section personalized to your needs. It should give you the information you want and need. The public section is designed to help folks new to us to envision the school as we are. The videos capture our program—its rigor powered by student engagement. The advantage section touts our graduates’ success as well as the advantage of attending a 3 year-old-8 school. The whole site speaks to a confident school positioned to help students master an ever-changing world. It is exciting.
I want to thank the advancement team for their tireless work in getting the new brand ready. I especially want to thank Danielle who spearheaded the project.
As we move forward remember to put the new sticker on your car, use your magnet and enjoy your cup. It is an exciting time to be part of the Duke School community as we grow and improve. As the kids like to remind me: "We are dragons; we are real."
I have to say I'm finding the new logo and branding program a little too "corporate". It seems like the focus has become more on positioning the school in a marketplace than on reflecting the educational values and academic program that have made this school attractive for parents and teachers. I know it's difficult to convey everything the school is about in a logo, but to me the focus on "modernity and sophistication" is misplaced. When I talk to other parents about Duke School those are not terms that come to mind - it's all about the teachers and the care and attention they give to the students, and the program that encourages a love of learning rather than just learning itself. Not sure how to convey those in a logo, but the new one isn't doing it.
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