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In today’s evolving cultural landscape, schools are becoming more aware of the importance of inclusivity, representation, and modern values in their branding. One of the most identifiable and emotionally significant aspects of a school’s brand is its mascot.

The mascot has been a decades-long tradition for many institutions, deeply integrated into the school’s culture. However, many mascots—often conceived in a different era—may feel dated or insensitive in today’s increasingly diverse and nuanced society.

If you’ve recognized that it’s time for your school to update its mascot, you’re taking a valuable step toward making your institution more inclusive and aligned with 21st-century values. This guide will walk you through the step-by-step process of modernizing your school’s mascot, making it reflective of your school’s values and inclusive for your entire community.

Table of Contents

  1. Assessing the Current Mascot
  2. Assembling a Diverse Committee
  3. Conducting Research and Gathering Feedback
  4. Creating a Shortlist of New Mascot Ideas
  5. Finalizing the Design
  6. Announcing the Change
  7. Implementing the New Mascot Across Channels
  8. Measuring the Impact
  9. Conclusion

1. Assessing the Current Mascot

The first step in modernizing your school’s mascot involves comprehensively assessing the existing symbol. This is an essential part of the process because you must understand what you’re working with before deciding what needs to change. Let’s delve deeper into two critical areas: Identifying Issues and Historical Review.

Identifying Issues

Scope of the Review

Begin by determining the scope of what needs to be assessed. Are the visual elements like color, attire, and expression of the mascot problematic? Or are there issues with the type of character being depicted? Sometimes it could even be the name that stirs controversy.


Consult various stakeholders—students, faculty, alumni, and parents. Ask them to offer their thoughts about the current mascot. Do they think it’s outdated? Does it make any specific group uncomfortable? Is it easily relatable and does it inspire school spirit?

List of Concerns

After gathering this preliminary data, list the areas that require attention. This could be anything from the overall design and type of character to smaller details like color schemes. The list will serve as a roadmap for the next steps.

Historical Review

Importance of Historical Context

Understanding the historical context of your current mascot is invaluable. Mascots often symbolize historical or cultural values considered important during their introduction. Recognizing this will give you valuable insights into whether the mascot still aligns with the school’s current values and mission.

Research Phase

Begin the historical review by delving into archived school records, yearbooks, or even news articles that might mention when and why the mascot was chosen. Speak to long-term faculty members or alumni who might have been present during the mascot’s introduction to gather insights into what it initially represented.

Aligning With Current Values

Once you’ve gathered this historical information, juxtapose it with your school’s current mission statement and values. Does the mascot still align with these? If not, can it be modernized to fit today’s objectives better, or does it need a complete overhaul?

Case for Change

Use this historical context to build a case for why change is necessary. This can be particularly useful when explaining the decision to stakeholders who might have an emotional attachment to the existing mascot. If you can show that the mascot is out of step with current values, you’ll make a stronger argument for why it needs to be updated or replaced.

By thoroughly assessing the current mascot’s issues and historical context, you set a strong foundation for the following steps. This assessment will help you understand what needs to change and provide the why, making it easier to get buy-in from various stakeholders as you move forward in the modernization process.

2. Assembling a Diverse Committee

Updating a school mascot is not a task to be taken lightly or unilaterally decided by a single entity within the school. It impacts the entire school community and therefore, should include input from a diverse group of stakeholders. Below, we discuss how to assemble such a committee and delineate its responsibilities.


Who to Include

Assembling a balanced committee is essential for achieving an outcome that reflects the views and sensitivities of the entire community. A well-rounded committee should include:

  • Faculty Members: Teachers and administrators can provide insights into the educational and institutional aspects of the mascot change.
  • Students: Since they are the most active representatives of the mascot, it’s essential to include students from different backgrounds and grades.
  • Alumni: Those who have graduated can offer a long-term perspective, providing insights on how the mascot has played a role in their lives post-graduation.
  • Parents: They offer another perspective and can represent sentiments prevalent in the broader community outside the school.
Diversity is Key

Aim for diversity in terms of roles and ethnicity, gender, age, and other demographics to ensure that the committee’s work is inclusive. The broader the range of perspectives, the more comprehensive and well-considered the outcome.


Defining Roles

After assembling the committee, the next step is to define the roles and responsibilities of each member clearly. Roles could range from project manager and financial planner to community liaison and design consultant.

  • Project Manager: Oversees the timeline, keeps track of milestones, and ensures that the committee stays on task.
  • Financial Planner: Responsible for budgeting, including allocating funds for design, production, and any events related to the launch of the new mascot.
  • Community Liaison: Acts as a bridge between the committee and the broader school community, gathering feedback and disseminating information.
  • Design Consultant: Guides the artistic elements of the redesign, possibly working alongside professional designers.
  • Secretary: Keeps minutes of the meetings, tracks decisions made, and circulates agendas and materials before each meeting.
Timeline and Milestones

Develop a realistic timeline that outlines key milestones in the redesign process. The timeline should include important dates such as when the initial designs should be ready, when community input will be solicited, and a launch date for the new mascot.

Open Discussion and Flexible Viewpoints

Encourage an atmosphere where committee members can freely express their ideas and concerns. Flexibility is crucial, as committee members will likely come from various backgrounds and viewpoints. The objective is to reach a consensus that honors the entire community’s diversity and values.

By carefully selecting a diverse committee and explicitly outlining each member’s responsibilities, you are laying the groundwork for a successful mascot redesign. Such preparation enables you to navigate the complex yet rewarding process of modernizing a beloved school symbol in a way that respects everyone it represents.

3. Conducting Research and Gathering Feedback

To ensure that your mascot redesign is well-received and effective, it’s essential to understand your community’s opinions and desires comprehensively. Conducting research and gathering feedback are critical steps in this process. Here’s how you can go about it:

Surveys and Interviews


There are several ways to gather feedback from your community, and it’s often best to use a multi-pronged approach:

  • Online Surveys: Use digital platforms to distribute surveys, allowing participants to provide their input anonymously. This encourages honest and uninhibited responses.
  • In-Person Interviews: Though more time-consuming, one-on-one interviews can offer deeper insights. You can conduct these with key stakeholders, like teachers who have been at the school for many years or alumni with unique perspectives.
  • Focus Groups: These can be useful for digging deeper into specific issues and concerns and provide more nuanced feedback than surveys.
Questions to Ask

Your surveys and interviews should aim to cover a variety of questions:

  • How do you feel about the current mascot?
  • What values do you think the mascot should embody?
  • Do you have any design ideas or inspirations for a new mascot?
  • What are your thoughts on the cultural and historical implications of our current mascot?

Analyzing Results

Create Comprehensive Reports

Once you’ve gathered all the data, the next step is to analyze it. Create reports that detail the findings, breaking them down into key themes, such as sentiment towards the existing mascot, desired values for the new one, and common design suggestions.

  • Identify Trends: Look for recurring themes or sentiments among the feedback. Are people generally proud of the current mascot but feel it’s outdated? Is there a strong desire for more inclusivity?
  • Spot Concerns: Pay attention to any recurring concerns or sensitivities. These could range from historical inaccuracies to cultural insensitivities, and they are areas you will need to address carefully in the redesign.
  • Highlight Desires: Capture what the community wants to see in a new mascot. This could be specific design elements like color schemes or general themes like ‘strength’ or ‘unity.’
Use Data Visualization

Use data visualization tools like charts, graphs, or infographics to make the data easier to digest and share with your committee and the broader community. These can simplify complex insights and make them more accessible.

By meticulously conducting research and critically analyzing the results, you gain a thorough understanding of what your community wants and build a strong foundation for the redesign. This step ensures that the new mascot will not only be a symbol of pride but will also reflect the values and diversity of your community.

4. Creating a Shortlist of New Mascot Ideas

The next step after research and gathering feedback is to start developing new mascot ideas. A structured process can help ensure that the new mascot is not only reflective of the community’s input but also an embodiment of the school’s current values and objectives.


Setting the Agenda

Before the brainstorming session, circulate the analyzed data and any summary reports to all committee members. This ensures that everyone comes to the meeting well-informed and ready to contribute meaningful ideas.

Conducting the Session

During the brainstorming session:

  • Guided Discussion: Start with a guided discussion about the findings from the community research and how they align with the school’s mission and values. This sets the stage for the kind of mascot that would be most appropriate.
  • Idea Generation: Encourage open dialogue and the free flow of ideas. Remember, no idea is a bad idea at this stage. Use techniques like mind mapping or sticky-note brainstorming to facilitate this.
  • Criteria Matching: As ideas are generated, match them against pre-defined criteria based on your research findings and the school’s values. This helps narrow the list to ideas that are creative and aligned with community expectations.

Make sure to document all ideas, as well as the discussions that occur around them. This can be invaluable when explaining the reasoning behind certain mascot choices later on.

Community Voting

Setting Up the Poll

Once you have a shortlist of potential mascots, the next step is to take these back to the community for a vote. Utilize digital platforms to create a user-friendly voting poll that is easily accessible. Make sure to include visual mock-ups or descriptions of each mascot idea to aid in decision-making.

Ensuring a Democratic Process

This process must be democratic and as inclusive as possible:

  • Multiple Channels: Make the poll accessible both online and through paper ballots at the school to ensure wide participation.
  • Anonymous Voting: Ensure that the voting process allows for anonymity to encourage honest opinions.
  • Timeframe: Set a reasonable timeframe for the voting, ensuring ample opportunity for all stakeholders to participate.
Counting Votes and Final Selection

Once the voting period ends, tally the votes transparently, possibly inviting a neutral party to oversee this. Announce the winning idea to the community, thanking everyone for their participation and input.

By integrating a community voting process into selecting a new mascot, you’re democratizing the decision and increasing the likelihood that the new mascot will be positively received and treasured for years to come.

5. Finalizing the Design

The design phase is crucial when the chosen idea transforms into a tangible mascot representing your school’s identity. Ensuring the design is finalized with careful consideration and expert input can significantly affect how well it resonates with your community.

Hiring a Designer

Why a Professional is Necessary

Once the community approves a design concept, the next step is to give it life. A professional designer with experience in branding and mascot creation can capture the essence of your school’s spirit while adding a layer of professionalism that may be challenging to achieve otherwise.

Finding the Right Fit

Begin by creating a shortlist of potential designers or design firms. Consider factors like previous work, experience in educational or community branding, and client testimonials. Interviews or consultations can provide further insights into each candidate’s suitability.

Contract and Scope of Work

Once a designer is selected, draw up a contract outlining the scope of work, deadlines, and payment terms. Be as detailed as possible to prevent future misunderstandings.

Design Reviews

Initial Concepts

The designer will typically provide initial concepts based on the committee’s and community’s input. These are not the final designs but rather a starting point for discussion.

Scheduling Review Sessions

Establish a schedule for design review sessions, where the committee members can discuss the initial concepts and subsequent iterations. Ensure these sessions are focused and actionable, with clear objectives set before each meeting.

Iterative Process

Remember, design is an iterative process. The first version rarely ends up being the final product:

  • Feedback Loop: After each design review session, the designer should make revisions based on the committee’s feedback.
  • Multiple Rounds: Expect multiple rounds of this feedback loop to ensure the design meets all the specified criteria, such as inclusivity, modernity, and alignment with school values.
  • Final Approval: Once everyone is satisfied, the committee should approve. However, this may not be the end; additional minor tweaks may often be required as the design goes into production.

Keep a record of each design iteration and the feedback provided. This documentation is useful for accountability and future reference or redesign efforts.

By reviewing the design thoroughly, you ensure that the mascot is not just a cool or cute character but a meaningful symbol that resonates with the values and spirit of your school community. This thoughtfulness will make your mascot stand the test of time and be embraced by future generations of students and staff.

6. Announcing the Change

Unveiling your new mascot is a significant moment that encapsulates the hard work, community input, and shared vision that have gone into its creation. The way you introduce this new symbol to your community can greatly impact its reception and the value it adds to your school’s brand.

Public Relations Strategy

Pre-Announcement Preparations

Before making the big reveal, it’s crucial to have a robust public relations strategy in place. A well-thought-out PR plan will help manage the community’s expectations and reactions, both positive and negative.

  • Press Release: Draft a press release that explains why the change was necessary, the process followed, and what the new mascot symbolizes. Distribute this to local newspapers, education blogs, and your school’s publications.
  • Social Media Teasers: Use your school’s social media platforms to build anticipation. Share countdowns, clues, or fun facts about the new mascot without giving too much away.
  • FAQs: Prepare a Frequently Asked Questions document that addresses likely questions and concerns. Make this accessible on the school’s website.
  • Crisis Management: It’s also wise to prepare statements or plans for any negative reactions or controversies that might arise. Not everyone will agree with the change, and it’s best to be prepared for all scenarios.
Engaging Influencers

Consider enlisting the support of popular students, alumni, or local personalities to create a positive buzz around the new mascot. Their endorsement can give the change a sense of communal approval.

The Unveiling

Event Planning

Organize an event or special assembly to unveil the new mascot officially. This could be timed to coincide with a major school event, like homecoming, or be a standalone event designed solely for this purpose.

  • Invitations: Invitations to students, staff, parents, alumni, and even local media to join the celebration.
  • Agenda: Prepare an agenda that might include speeches from key stakeholders, a presentation detailing the journey to the new mascot, and the grand reveal.
  • Unveiling Mechanics: Will the mascot be revealed from behind a curtain? Will it make its grand entrance accompanied by the school band? Think through these details to add dramatic effect.
Community Engagement

Make the event a community celebration:

  • Interactive Activities: Consider organizing mascot-themed activities or games. Perhaps give away stickers or mini-figurines of the new mascot to attendees.
  • Merchandise: Use this opportunity to introduce any new school merchandise featuring the new mascot, such as T-shirts, hats, or school supplies.
  • Speeches: Invite notable community members or alumni to speak about the importance of school spirit and how the new mascot embodies this.

By turning the unveiling into a memorable event, you not only give the new mascot a warm welcome but also create a sense of community ownership and pride that can be foundational for the symbol’s longevity and impact.

7. Implementing the New Mascot Across Channels

After the unveiling ceremony, integrating your new mascot into the school’s various platforms and materials begins. The goal is to ensure a consistent presence across all channels, strengthening your brand identity and maximizing community engagement. Here’s how to go about it:

Updating Collaterals

Inventory Assessment

Start by taking an inventory of where your old mascot appeared. This could range from your school’s website and stationery to uniforms, sports gear, and even signage around the campus.


Not all collateral is created equal. Some items, like the school website or sports uniforms, may be more urgent to update than others. Prioritize based on visibility and necessity.

Production & Distribution

Once you decide on the update order, move to the production phase. Whether reprinting letterheads or ordering new gym banners, double-check the new design’s quality on each medium.


Set a realistic but firm timeline for when these updates should be completed. This can be communicated to the school community so they know what to expect and when.

Social Media

Strategy Development

Social media offers an excellent platform for rolling out your new mascot to a broader audience, including current students and parents, alumni, and potentially even future students.

  • Hashtag Campaign: Create a unique hashtag related to your new mascot. Encourage students and staff to use it when sharing mascot-related content.
  • Content Calendar: Develop a content calendar specific to the mascot rollout. This could include behind-the-scenes footage of the design process, interviews with committee members, or even history snippets about the school’s mascots over the years.
Engagement Activities

Make your social media rollout interactive to engage your community and discuss the new mascot.

  • Polls and Quizzes: Run polls asking people what they think of the new design or quizzes to test their knowledge on the history of the school’s mascot.
  • User-Generated Content: Encourage students to share their pictures and stories about the new mascot. You can create contests or give out small prizes for the most liked or shared posts.
Monitoring and Feedback

It’s important to watch how the new mascot is being received online.

  • Sentiment Analysis: Use tools or manual observation to gauge the general sentiment around your new mascot.
  • Feedback Loop: Maintain a channel where people can provide feedback or voice concerns and be prepared to respond thoughtfully.

By methodically planning the implementation process and leveraging social media for broader engagement, you ensure a smooth transition to your new mascot while fostering a sense of community and school spirit.

8. Measuring the Impact

Introducing a new mascot is not the end of the story but a key milestone in an ongoing process. As with any significant change, measuring the impact and being open to future adjustments is crucial. Here are some ways to effectively assess and fine-tune your new mascot:

Community Feedback

Longitudinal Surveys

Consider conducting surveys a few months after the new mascot has been fully implemented. These should be longitudinal studies comparing the new data with data collected during the initial research phase. This will give you a better sense of how attitudes and sentiments have changed.

Focus Groups

Hold focus group sessions with different segments of the school community—students, parents, faculty, and alumni—to get in-depth qualitative insights. This is an opportunity for people to discuss their views and feelings about the new mascot more nuancedly than a survey might capture.

Social Media Monitoring

Continue monitoring the mentions and discussions related to your mascot on social media platforms. Look for trends in the way people are engaging with the mascot online.

Alumni and Donor Feedback

Since alumni and donors are significant stakeholders, you might also want to send out targeted surveys or even hold virtual focus groups with these groups. Their endorsement or criticism could have ripple effects.


Design Refinements

Consider making design refinements if consistent issues appear in the feedback—whether it’s something about the mascot’s appearance or how it’s used. This could be as minor as a color adjustment or as significant as redesigning certain elements.

Application Revisions

The feedback may also highlight opportunities to improve how the mascot is featured in various applications. For example, if the new mascot isn’t visible on sports gear or its digital representation looks distorted on certain devices, these are areas for improvement.

Timeline for Changes

If changes are necessary, set a clear timeline for when these will be implemented. Also, communicate these changes back to the community, emphasizing that their feedback is heard and is valued.


Once the adjustments have been made, the feedback collection process should be repeated to ensure the changes have the desired impact.

By measuring the impact of your new mascot, you validate the hard work that went into its creation and demonstrate a commitment to an inclusive and engaged school community. This helps reinforce trust and ensures that the mascot continues to be a unifying and empowering symbol for years to come.

9. Conclusion

Updating a school’s mascot isn’t just a cosmetic change. It’s a crucial rebranding exercise that can profoundly impact how students, faculty, and the broader community relate to the school and its values. It’s a complex process, but when done right, it can leave a lasting impact that stretches far beyond the school gates.

By taking a structured, inclusive, and considerate approach, your school can introduce a mascot that represents who you are today and who you aspire to be.

Mash Bonigala

Mash B. is the Founder & CEO of School Branding Agency. Since 1998, Mash has helped conscious brands differentiate themselves and AWAKEN through Brand Strategy and Brand Identity Design. Schedule a Brand Strategy Video Call with Mash.