Springfield Public Schools unveils 'open door' logo to replace 'star-catcher' from 1990s

For the first time in a quarter century, Springfield Public Schools has a new logo. The image is an open, blue door.

The visual brand, a symbol used to promote public identification, was revealed to community leaders Aug. 1 during Superintendent Grenita Lathan's State of the Schools address at Kickapoo High School. It was also highly visible during the back-to-school staff kickoff Tuesday at Great Southern Bank Arena.

The widespread public release was Wednesday.

"A lot has changed in the past 25 years and Springfield Public Schools has kept pace by evolving to meet the needs of our students and their families, our employees and this community," Lathan wrote in a message to SPS stakeholders. "We open our doors to all who want to discover their full potential, and we offer rigorous curriculum, innovative programs and extensive resources so every student can find their unique path."

Lathan added: "A new logo is just one visible change you will notice this year as we declare our purpose and continue our work to be the school district of choice."

Top district official said the inspiration was a "commitment to student-centered education" that aims to help students find a learning path that "matches their goals, interests and learning styles."

Here is how the district described the concept: "Our door is open to all and SPS shares the key to unlock your future. We offer a learning environment that encourages innovation, inspiration and imagination. All learners have the opportunity and support they need to build knowledge and skills. At SPS, we open doors to opportunity."

There are words connected to the new logo: "Springfield Public Schools: Your Future. Our Focus."

The "open door" logo replaces the "star-catcher" developed in the late 1990s.

To guide public engagement and marketing efforts related to the new logo, the district turned to Fieldtrip LLC.

The school board approved a contract for $85,280 in February for the company to conduct a research-based marketing and branding study to develop a new brand identity.

In March and April, the company audited the district's communications, conducted a comparison audit with other districts, reviewed the strategic plan, visited school sites, surveyed families and employees, and held focus group discussions with teachers, parents, district leaders, business or community partners, and young professionals.

In addition to the logo, the company also designed signage for district buildings and vehicles, business cards, banners, web graphics, letterhead, lanyards and other printed and virtual templates.

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Stephen Hall, chief communications officer, said it has been a slow rollout that started Aug. 1.

"People are responding enthusiastically to it," he said.

Hall said the logo will set SPS apart and helps tell the story of the district and its commitment to serving students. "Input was incredibly important."

This article originally appeared on Springfield News-Leader: Springfield Public Schools unveils 'open door' logo to replace 'star-catcher' from 1990s