I’m a Linn-Mar dad… three daughters with the last one a senior in high school this year. So, in my 19 years at Linn-Mar I’ve become fairly vested, and have volunteered in a variety of ways. A few years ago I gave a talk to a state group of school district communication professionals about branding school systems. This year it came full circle.

The Linn-Mar district was plagued with an issue that many growing public school districts have today: a lack of brand control.

The main request – a brand style guide. JWM has produced a number of these in recent years, as more brands see the need for formal control systems. But this quickly snowballed into a facelift for the Linn-Mar logo and a new lion mascot.

The biggest strategic decision – separate the mascot from the district identity. We are first and foremost an education system. Way more than a sport or spirit community. “Think higher education.”

Kris Sullens led the design team, with contributions from Connie Collins and Greg Westrom. ISU design intern Austin Bolyard created the new mascot – a new generation look with just the right amount of fierceness.

New school spirit apparel goes on sale this weekend. I’m in line! Thanks Linn-Mar. This was a fun project.