ISM (International School of Minnesota) – DNA / Education + Community
ISM Huskies
The International School of Minnesota needed a new “Husky mascot” design. GESTALT focused on designing a logo that could be identified as a sports logo and a badge for school uniforms. It needed to be timeless yet modern. Avoid the 1990s illustrative cereal box cartoons used by surrounding communities lacking a cohesive identity at all costs.
FOCUS: Imagine the school 100 years from now and design an identity for it.
LOGO
MASCOT NAME: “SOTA”
- Mascot “SOTA” is short for “Minnesota” chapter of SABIS
- “SOTA” is not a male or a female, it’s an ISM Husky.
- SYMMETRICAL DESIGN
- reads forward and backward
- Modern one-color logo made for print, embroidery, badges
COMPANY NAME
ISM HUSKIES
- Logotype reinforces territorial claw marks of a husky
- Italicized modern typeface illustrates a forward movement
- ISM is reversed out to quickly identify the school
- “Huskies” is filled in to connect with “SOTA” logo.
SEO NAMING STRATEGY
HOLDING COMPANY + SCHOOL
- Contrast + Concord not to be confused holding company
- Added line weight around SABIS Tree to connect Identity
- SABIS Tree circular line weight modernizes 1886 Identity
- Identify that ISM is one of 71 schools owned by SABIS
PRETZEL – Brand Strategy / Product Strategy / Investor Strategy / Patent Strategy / Identity
“Staff and Students love the new mascot. The parents love the Minnesota connection of SOTA and how it identifies us.”
ISM had challenges with having everything needing to be approved overseas by the SABIS, the Holding company of the 71 different schools across the world. They loved the results.
LEARN MORE ABOUT GESTALT’S IN-DEPTH RE-LAUNCH STRATEGIES.
PROMOTIONAL + RECRUITING DEVICES
SOTA’S SIMPLICITY ALLOWS ISM TO FOIL-STAMP THE LOGO FOR SPECIAL INVITATIONS AND AWARDS
ISM – BRANDING / SOTA
SPIRIT WEAR EMBRACES ADRENALIN RED, RED ON RED.
LETTER JACKETS, SCARVES + STOCKING CAPS
ISM HUSKIES – SPIRIT WEAR
EVERY ISM SPORT WAS CAREFULLY CONSIDERED.
SOTA’S SIMPLICITY ALLOWS ISM TO FOIL-STAMP THE LOGO FOR UNIQUE INVITATIONS AND AWARDS
ISM HUSKIES – SPORTS
SCHOOL UNIFORM
SPIRIT FORMALLY ILLUSTRATING SCHOOL UNITY
ISM HUSKIES – School Uniform
