Rebranding of the Huntsville City Schools

In the spring of 2021, the Huntsville office of TotalCom Marketing was contacted by the Huntsville City Schools System requesting a proposal for a full rebranding effort on their behalf. The only mandatory was “no rockets”!


After interviews with key administrators and school board members, several logo designs and taglines were developed and submitted to the administration to narrow the options to a few choices to be tested in focus groups.


In May, separate focus group studies of teachers, administrators, parents and students were conducted by New South Research and TotalCom. Respondents represented different age groups, geography of schools and courses of study.


Eager to participate, the focus groups were both energetic and insightful with lots of different perspectives presented. After a unanimous selection of the tagline and a final logo design, color studies were conducted prior to finalizing the design.


TotalCom proceeded to finish digital letterhead for all schools and departments, business card templates, email signature designs, employee ID badges, a powerpoint template design and style guide for the proper use of the new logo.



Needless to say, we’re pretty proud of the final results and look forward to seeing the new logo throughout the city on signage and system communication.

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