Parker School has unveiled the results of a yearlong process to rework its brand and create a new logo. Headmaster Carl Sturges said that the effort focused on creating an updated, accurate representation of what the school is all about.
“From our research we learned that people already feel good about Parker School, our sense of family or ohana, our nurturing atmosphere, our impressive academic and arts programs, as well as our growing athletics program,” Sturges said. “We know who we are; we just wanted to better communicate who we are to the general public.”
A marketing committee made up of school leaders as well as parents, teachers, board members and outside marketing professionals began their work in July 2013. To reflect Parker’s values of excellence, integrity and compassion, the marketing committee updated the mission statement, created value statements (mission and value statements are viewable at parkerschoolhawaii.org), and commissioned a new logo. The committee held focus groups made up of students, alumni, current and past teachers, staff, parents and Waimea community members. They also met with local historians, ranchers, cowboys and paddling experts to get their feedback. In this way, they sought to honor the history of the school and the area.
The new logo was inspired by the awe’awe braid work of the Hawaiian saddle and the island’s waa (canoe) heritage and was designed by Terry Nii of Terry Nii Design on Oahu.
The release of the new logo coincides with the Hawaii Island Festival’s Paniolo Parade and Hoolaulea set for Saturday in which Parker School will be participating. This year’s festival theme, “I ka wa ma mua, I ka wa ma hope (The future is in the past)” is particularly relevant for Parker as the school specifically sought to honor the past while looking to the future in its logo creation process. In this year’s parade, Parker will have a walking group as well as horseback riders representing the ranching heritage so essential to the school’s history.
In addition to the all-school logo, the Parker Bulls logo used for athletics was also updated. After talking with members of the school ohana, the marketing committee found that the bull is very important to people as a representation of the school, so it will be maintained as the athletics and other competitive teams’ logo.
New admissions materials and a new website showcasing Parker School’s new look will make their appearance later this fall.
For more information, visit parkerschoolhawaii.org.