Home of the Clippers
A Brand Refresh Better Represents a School District Focused on
Building Future Leaders
“MP+G crafted a branding campaign that not only gave us a refresh of our logo, but also enhanced and connected all our other communication platforms. Ongoing communication with our stakeholders is critical in todays’ times. I recommend MP+G for your rebranding needs. Thank you, Mary Pat!”
Brian J. Phillips | Superintendent | CLEVELAND PUBLIC SCHOOL
An Enduring + Iconic Brand Refresh
Why a Brand Refresh?
MP+G helped Cleveland pass a building bond referendum in 2018. In 2022, we began helping the district with a communications campaign to share with the community the successes the school has achieved in part due to the new building they as taxpayers have invested in and the ways the district is helping build future leaders.
At the onset of the campaign, MP+G recommended a brand refresh because the district was lacking an identity for its school. It had an athletics logo with a Clipper ship icon but nothing that was designed specifically for the school district. The district didn’t have the time or budget for a full-fledge rebrand, instead they really just needed a brand identity that would work across communications – website, direct mail, enewsletter, social media – and was consistent with the tone MP+G created for the 2018 campaign: Our community, Our legacy
Home of the Clippers
Because the community centers around the school and closely identifies with the school’s athletics programs and activities, MP+G continued the use of Home of the Clippers as the district tagline. We kept the basic look and feel of the past and refreshed it to be an enduring – and endearing – mark by updating the iconic Clipper ship along with the Cleveland Public School font.
A Resilient Timeless Logo
The clean, crisp, easy-to-read, district logomark is designed for use in district communications across all platforms. The new logo shows the iconic Clipper ship sailing toward a new horizon. It represents Cleveland School setting the course for its students with bold, forward-thinking direction and purpose. The Clipper ship slightly overlaps the Cleveland Public School wordmark and the Home of the Clippers tagline is tucked neatly underneath creating one unified logomark.
A Clean Bold Icon
The new Clipper ship Icon, features an updated ship with cleaner, bolder lines to reflect a more modern, seaworthy vessel and suggests the feeling of speed as it rises up out of the stylish ‘C.’ The waves, and billowing direction of the ship’s flags and its full-blown sails indicate the steadfast, unwavering support and guidance Cleveland Public School provides its students and the Cleveland community.
A Refreshed Athletics Version
The Cleveland Clippers logomark can be used in a variety of ways both with and without the Clipper ship icon. And with and without Cleveland depending on the application.
The Deliverables:
Brand Identity Refresh
District and Athletics Logomarks
Brand Style Guide
Tagline
Icon and Favicon
Social media templates
Letterhead Stationery + Business Cards
Direct Mail Quarterly Flyers
An updated athletics logo provides a unified look for the Cleveland Clippers teams.
Athletics Before
District Before
Cleveland’s newly refreshed district icon is a clean, modernized version for all applications.
A refreshed district webpage makes finding information user-friendly.
Cleveland Public Schools provides quarterly updates about student and district performance to the community.
Related Work
