This school year, Shattuck St. Mary’s introduced a visual rebrand to the school, the first major rebrand since 2014. The rebrand aims to better represent the school in a more intentional way. The greatest change came in the form of a new logo and changes to the mission statement. While most praise the modernization, some still remain skeptical of the changes, concerned about preserving the school’s legacy.
However, the school ensured that preserving tradition was a top priority in the rebrand. The updated logo included meaningful elements that honor Shattuck St. Mary’s roots. There are many important details to be found throughout the design that can be overlooked at first. The biggest detail that some may miss is the symbolic fleur-de-lis, which carries meaning in its historic ties to both St. Mary’s Hall and the city of Faribault. Designers also looked to create a more cohesive look across both the academic and athletic programs of the school, simplifying the color palette from the previous twelve colors to only the originals: maroon and silver. The redesign will still feel connected to the school’s history while improving consistency and printing.
The rebrand also includes the updated mission statements and a clearer vision of the portrait of a graduate. While being new, the two align with the SSM’s core values of openness, engagement, integrity, and perseverance.
In the process, a wide variety of interviews were conducted with students, parents, staff, and alumni to fully understand how to properly represent the Shattuck St. Mary’s community and what the logo meant to everyone. Ms. Megan Maschoff, the Director of Communications, said the biggest response to the rebrand came from alumni, “They all hold dear whatever the logo was when they were a student here, so it may take some getting used to.” Although, the response has been overwhelmingly positive with many excited for a fresh change.
As the new branding continues to roll out, the Shattuck St Mary’s community will have time to reflect on the past and present. While the change may be challenging, it represents a balance of tradition and progress that will lead years into the future.
