Defend the Field

Smithfield High School Brand Evolution

As a brand designer, I’m always looking to streamline and amplify brands. Of course I do this in my day to day work, but I also find ways to evolve the brands I see everywhere. I'm unable to turn it off!

When inspiration hits, you need to go with it. I had the idea to refresh the Smithfield High School identity.

This evolution partially aligns with the logo that the town uses while moving away from a mis mash of School logo treatments they currently use. Current logos range from a colonial male figure with a rifle and a colonial man’s portrait.

The hammer symbolizes might, a building tool, protection & honor, justice & authority. The shield symbolizes protection. Sentinels represent guards whose job is to stand and keep watch.

SHS sports teams are the Sentinels, however, their symbols seem to vary. The hockey team uses a shield logo where the other sports seem to only use the word “Sentinels”. Along with a full-suited student mascot of a colonial soldier.

Moving away from a colonial soldier armed with a rifle. I opted for a symbol instead of a person. A symbol that that represents a symbol of long-standing consistent strength, that has no render or race,

Defend the Shield. A cheer or chant of pride for a collective voice behind one mission. This statement of pride, “Defend the Shield” integrates itself into the identity of the school. This is a statement any student or faculty member can support as an affirmation of school pride, whether it’s as an athlete, a student in a scholastic competition or a faculty member representing the school.

In additional wordplay, this cheer transitions into “Defend the Field”. Not only to represent the field of play but for Smith “field”. The Defend the field “badge” is designed to be used for all on field sports and the “defend the shield” badge is designed to be used on all non-turf surfaces, such as – a court, rink, or other sport/club surfaces.

SHS_STYLEGUIDE_060822.pdf

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