Upon making a much anticipated return to the Island, students were welcomed with masks adorned with the new pelican logo. The image on the provided masks is just one of many various others newly designed over an 11-month period that began last September. This new representation and rebranding of Loomis Chaffee athletics was the result of a partnership with Summit Athletic Media, a sports marketing and design agency.
A new logo has been a goal of the Athletics Department for a long time. In the past, there was a lot of variation between logos of different uniforms and apparel, creating a sense of overall disunity.
“Our goal was to create a unified look for Loomis Chaffee and its athletic program from our uniforms, gear, and eventually adding logo designs to our facilities that represent LC Athletics,” said Athletics Director Ms. Sue Cabot.
The key aim of the rebranding is an even greater sense of pride within the athletics program and a distinctive look for our teams that can also translate to our facilities and fields.
Despite the enthusiastic reaction from members of the LC community, this process to obtain the perfect logo was not an easy one. Many months of meetings and conversations with input from an abundance of committees defined the journey for a new image.
The opinions and help of students, faculty, and Summit Athletic Media were all vital to create the new logos. Students from all grades were selected based on predetermined interest and involvement in the Athletics Department. They made decisions toward the creation of the logos and served as the voice of the student body throughout the process.
The process involved taking a deep dive into Loomis and looking at past logos.“We liked what they shared, [Summit Athletic Media] are creative and they have the experience, it was the right fit for us,” said Ms. Cabot. “They wanted to know the athletic history and get a feel for who we were as a school.”
There were many different groups outside of the Athletic Department that contributed to the logo as well. The brand identity committee, for example, made up of individuals that hold the creative team accountable. They ensured that the logo and the collaboration of the project was in line with the desires of the school as a whole.