Location: Kissimmee, Florida
Project: Seahawk Mascot & Leadership Identity
School Type: Middle School
School District: Osceola County School District

Neptune Middle School, located in Kissimmee, Florida, provides a comprehensive educational experience focused on leadership development, student empowerment, and academic growth. As part of the Osceola County School District, Neptune Middle School serves students during a critical developmental period, preparing them for the transition to high school while fostering essential leadership skills and personal responsibility.

The school approached our agency to develop a powerful brand identity centered around a Seahawks mascot that would resonate with middle school students while communicating strength, vision, and achievement potential. The identity needed to project confidence and energy while establishing a distinctive presence that would inspire school pride and community recognition.

Through collaborative discussions with school administration, faculty representatives, student council members, and athletic directors, we established the following objectives for the Neptune Middle School Seahawks brand identity:

  • Create a bold, dynamic seahawk mascot that embodies strength, vision, and leadership
  • Develop a confident visual identity system that appeals to the middle school demographic
  • Design a versatile brand that functions effectively across academic, athletic, and leadership contexts
  • Establish a striking gold, black, and silver color palette that creates immediate recognition
  • Build a cohesive identity that instills pride and strengthens school community
  • Create a system that communicates the school’s emphasis on student empowerment and achievement

Strategic Approach

Our research into middle school branding revealed the importance of creating identities that respect the developmental transition of adolescent students—neither too childish nor too mature. The visual system needed to project strength and aspiration while remaining accessible and engaging to the middle school audience.

The seahawk was selected as the ideal mascot for several strategic reasons:

  • The hawk represents vision, leadership, and keen perception—qualities central to student development
  • The “sea” prefix creates a natural connection to the “Neptune” school name
  • The predatory bird symbolism communicates strength and competitive spirit
  • The distinctive profile creates a strong, immediately recognizable silhouette
  • The combination of maritime and avian elements offers rich visual territory

The color palette of gold, black, and silver/gray was strategically chosen to:

  • Project confidence and achievement through the dominant gold
  • Add sophistication and strength through the contrasting black
  • Incorporate silver accents for distinction and premium positioning
  • Create a distinctive presence that stands apart from other schools in the district
  • Establish an aesthetic that appeals to middle school students’ desire for maturity

Design Development

Mascot Creation

The Seahawks mascot was developed with careful attention to both symbolic meaning and contemporary design principles:

  • The profile hawk head creates a strong, confident expression with forward vision
  • The stylized treatment balances realism with clean graphic forms
  • The distinctive eye provides a focal point and suggests alertness and perception
  • The integration within a shield framework references protection and achievement
  • The star element adds distinction and suggests navigation and direction

The final design features a striking seahawk head positioned within a shield-inspired framework, with the “SEAHAWKS” wordmark boldly positioned below. The “NEPTUNE MIDDLE SCHOOL” designation anchors the top of the composition, creating a balanced hierarchy with strong visual impact and immediate recognition.

Read our Ultimate School Branding Guide.

Everything you need to know to create a kick-ass school brand that creates results.

Lean More