A logo is a mark to represent a company, organization, product or brand; but to Olentangy Local School District (OLSD)leaders, it means so much more. They believe it holds a higher power, by establishing their identity. 

   “The brand identity is really more than a logo or image, it’s a way to define who you are, what you value, and what’s important to you,” Krista Davis, Chief Communications Officer for OLSD, said. 

   OLSD took the next step to highlight their identity, with plans to change their current logos and marks. The goal is to show more inclusiveness to everyone, and be gender and race neutral. Emphasis and an explanation of what it means to be at each school under OLSD as a whole, is a key aspect in the new change.

   The new marks began with the elementary schools. OLSD wants students to have an image to identify them and relate to them without thinking of what they are going to be in high school. In August of 2020, they created and announced a mascot for each elementary school. The mascot will represent behavior goals and expectations that each school has. 

   At the middle and high school level, the goal was to refine the brand identity that already existed. The middle and high schools will retain the same mascots. The plan is to update and remove any trademark infringements or any Native American imagery.  A fresh look was created for the middle schools as well as a creed for each school that helps identify what it means to be a Liberty Warrior, a Hyatts Eagle, a Berkshire Sentinel, etc. It will explain the importance of that mascot and what it represents for their school community. 

   The next wave of change affects the high schools. There will be a change and additional marks to the “Block O” due to its registered trademark of The Ohio State University. Other fonts used by the high schools will change as well, due to their association with The University of Florida, Florida State University, and the New England Patriots logos. Also the “ block O B” with the claw wrapped around will be presented with a modified version of that, with a new Olentangy O. Trademark infringements will be cleaned up and  new marks created that are unique to each school that tie into OLSD as a whole.

   Berlin has a belief statement already, but the other high schools will now have a creed to express what it means to be a Brave, Pioneer, and a Patriot. They will now have a choice of logos and the ability to mix and match them. Each school will also have descriptive words to explain what it means to be each mascot. This plan is scheduled to roll out the week of May 24.

   Another major change to the district is the plan to address the Native American imagery. OLSD will remove the Native American imagery from the school district, while still honoring their heritage. 

   “We really do want to continue to honor the heritage of the area and the name of the school district and we think that we can do that by incorporating more education about the Native American tribes that are native to this area that forms the community. We want to honor it through education and acknowledgement,” Davis said. “And even the principal, for example, at Olentangy High School, is looking to work to support local tribes with service and exploring ways they can build a relationship together. I personally think that’s more meaningful than an image on a shirt or jersey without people really knowing why they’re wearing it, what they’re wearing or what it represents.”

   The timeline for the high schools started back in November and just recently finished. To start the reveal process, a couple clues will be released on May 24 and 25. Students and the principal of each school have created a video to explain what it means to go to their school and be their mascot . It is planned to be released May 26. This week was specifically chosen to allow this year’s seniors to graduate with their logos and welcome the new freshman class to the fresh ones. Over the summer, OLSD will take to social media to bring awareness to the new look. The logos will be launched in mid-August, and began with freshman orientation.

   OLSD will use K12 Licensing to carry out the plans of the new marks and make them unique to the district. 

  “I appreciate all the work that Mr. Spinner and Mr. Betz did before the school opened specifically for Berlin. I think Berlin is almost the benchmark for where we all want to be and where we’re all headed. We want to have clear marks and ways to identify who we are and what we value at each school,” Davis said. “So I’m excited about the other schools to have something that is much more robust and able to help them tell their story. I’m really excited for Olentangy braves to have something that is appropriate and able for them to use then rally around; but that’s all of them. I think it’s going to be really exciting.”