The school district hired Abby Funabiki as a part-time communications director after hearing from the community that communication between them and the district needed improvement.
"When I was hired, we made a plan going forward to improve communications by creating a presence on social media and making sure the website had important and timely information," she said. "We wanted to rebrand to make sure our style and logo were current in our communications, so it's part of that process."
The district looked to the Park City Center for Advanced Professional Studies (PC CAPS) for assistance, and students from the digital design class worked with their teacher and a mentor in an attempt to carry out the district's vision.
Park City High School and PC CAPS students Sawyer Tibbitts and Madeline Meza worked with digital design teacher Michele Dietrich as well as volunteer mentors Michael Hanahan, marketing director at BoardDocs, and Skip Slusher, co-owner and creative director of C&S Creative, to create an updated logo to better fit the district's vision.
The PCSD official vision is that "Park City School District will be a district of choice that provides an innovative and excellent education to all students that fosters achievement and success." Funabiki said they deleted "will be" and had the students draw up a creative brief.
Once a final logo was chosen by the students, there was a vote on whether to use theirs or a logo designed by Lamar Ussery of Eyethon Creative out of Atlanta, Ga.
"We worked with about 16 different ideas and were able to narrow it down to two logos that we had all school district employees vote on to choose the final product," Funabiki said. "That way, our new logo is reflective of the district as well as its employees."
Ussery's logo was chosen over the students', but PC CAPS program director Jennifer Jackenthal said it was a wonderful learning process for them and a great experience working with Hanahan and Slusher.
"They contributed a lot to the creative process and to narrowing the scope," she said. "It was like anything else in the advertising world. You bid for a project, work on it and sometimes it doesn't work out."
Park City School District Superintendent said she is more than happy with the final product and proud of the students for doing such a great job despite their logo not being chosen.
"I love it; it's great. It was so much fun to be able to work with the students to tray and carry out our vision for the district," she said. ""I can say this very honestly: our students never cease to amaze me. They are respectful, professional and serious about education."
Now that the official logo is complete, Funabiki said they will introduce the rebranding to the community on Wednesday or Thursday of this week.
"Employees were the first to know and see the logo, but the rest of the community will be able to see it later this week with the conduction of our soft rollout," she said.
Once the district exhausts all of their current materials with the old logo, they will reprint materials with the new logo. Even though it is not the logo the students created, Jackenthal is proud that they were so involved in its creation.
"The students showed a broad creative depth. Sawyer actually created a font for one of the logos they proposed, and Madeline was a great account manager," she said.