Sidwell Friends School
Located in Washington DC, Sidwell Friends School is a dynamic educational community, serving grades PK-12. Founded in 1883 as a Quaker school, Sidwell is grounded in the pursuit of excellence, service to others and inclusiveness of all.
Project
Athletics Brand Identity System
Purpose
To create a renewed sense of school spirit and community across the student body and faculty, and convey strength and unity across their athletics teams.
Story
As a Quaker school, the Sidwell Friends athletics have been traditionally known as “The Quakers,” but they hadn’t ever been represented by a mascot that embodied the Quaker spirit and values that they hold so close. For the athletics identity project, their team was interested in coming up with a new mascot to represent their K-12 athletics teams, in addition to creating their new identity.
George Fox was the founder of the Quaker movement, and so, inspired by of the name of their campus store, The Fox Den, a fox seemed to be the perfect fit. They are also the only Quaker school within Washington DC, and the team wanted to highlight that in the new identity. The Washington DC flag features 3 red stars, which we used as inspiration, and thus the “star fox” was born. Beginning with the main fox logo, we created a series of secondary marks, along with an extensive set of typographic marks, to create a broad system to use across their athletics department.
Work done while at Pentagram.
Concept Development
Brand Identity
Visual System
Custom Typography
Brand Hierarchy
Collateral
