Client
Location
Bridgewater, NJ
Services Rendered
- School Logo Design
- School Mascot Design
- Visual Identity
- Positioning Strategy
Deliverables
- Final Source Files
- Brand Style Guide
Bridgewater-Raritan High School has established itself as a leading public high school in New Jersey, known for rigorous academics, competitive athletics, and extensive extracurricular offerings. Serving a diverse student population within the Bridgewater-Raritan Regional School District, the school consistently achieves strong academic outcomes and high college placement rates.
The Challenge
The Problem: Despite being one of New Jersey’s top-ranked public high schools (Top 25 in NJ Monthly rankings), Bridgewater-Raritan’s visual identity was dated and inconsistent. The athletic department used one version of the panther. The main office used another. The website featured a third. Students wore generic “BR” gear from local screen printers because official spirit wear was uninspiring.
The Impact:
- Spirit wear revenue had declined 40% over 5 years
- Athletic programs struggled with cohesive branding across 22 varsity sports
- The school’s visual presence didn’t match their #1 ranking in Somerset County
- Recruiting talented student-athletes meant competing visually with private prep schools
Leadership recognized they needed a comprehensive rebrand—not just a new logo, but a complete identity system that could unify 2,400 students, 200+ staff, and thousands of proud alumni.
Read our Ultimate School Branding Guide.
Everything you need to know to create a kick-ass school brand that creates results.
Our Task
Create a premium visual identity system that would:
- Unite 22 varsity athletic programs under one cohesive panther identity
- Appeal to both current students and 40+ years of alumni
- Work across 50+ applications (uniforms, signage, digital, merchandise)
- Position BRHS as the premier public high school in Somerset County
- Drive spirit wear revenue and school pride
The system needed to feel fierce yet sophisticated—powerful on a football helmet, professional on college applications.
Our Action Plan
Discovery & Strategy (Weeks 1-4):
- Interviewed 31 stakeholders (students, athletes, coaches, alumni, administrators)
- Surveyed 680 students about current brand perception and desired identity
- Analyzed 12 competing NJ high schools’ visual identities
- Reviewed 3 decades of BRHS visual history and Panther variations
Key Insights:
- Students wanted a “modern, aggressive” panther—not the old cartoon version
- Alumni valued tradition but acknowledged the need for evolution
- Coaches needed versatile marks that worked on every sport’s uniform
- The “BR” monogram had strong recognition and needed to stay central
Design Development (Weeks 5-12): We created 8 panther concepts ranging from traditional to ultra-modern. Through 3 rounds of student and stakeholder feedback, the geometric panther emerged as the winner—combining modern edge with timeless strength.
The design featured:
- Geometric construction: Sharp angles and bold lines for power and modernity
- Forward-facing stance: Confidence and determination (not side-profile like the old version)
- Integrated BR monogram: Seamless lockup that works at any scale
- Lightning-inspired edges: Energy and momentum
- Championship Red: Bold accent color that pops on black and white
System Development (Weeks 13-20):
- Created 14 official logo variations (primary, secondary, athletics-only, text-only, etc.)
- Developed complete color system (Panther Black, Championship Red, Silver, White)
- Designed sport-specific applications for all 22 varsity programs
- Created 65-page brand guidelines with usage rules
- Designed signing-day backdrop, table throws, and event kits
- Developed spirit wear collection (18 apparel items)
Implementation (Weeks 21-32): Phased rollout prioritizing high-visibility touchpoints:
- Athletic uniforms (Fall sports first)
- Spirit wear launch and online store
- Campus signage and gymnasium graphics
- Website and digital platforms
- Event materials (backdrops, banners)
- Stationery and administrative materials
Measurable Results
Immediate Impact:
- Unanimous Board approval after first presentation—rare for a public school district
- Spirit wear launch generated $47,000 in sales in the first 60 days (vs. $12,000 for entire previous year)
- Social media announcement reached 185,000 impressions and was shared by 400+ alumni
- 1,200+ students wore new BR gear on the first “Spirit Friday” after launch
Long-Term Growth:
- Spirit wear revenue increased 340% in Year 1 compared to pre-rebrand baseline
- Student enrollment applications rose 22%, with families citing “school pride” and “professional appearance” during tours
- Athletic recruiting improved: 3 All-State athletes specifically mentioned the “premium athletic brand” in commitment decisions
- Alumni engagement: Merchandise orders from alumni increased 180%, with orders coming from 34 states
Board Room Metrics:
- Every varsity sport now uses cohesive BR identity (previously 22 different approaches)
- Licensing revenue from local vendors: $18,500 in Year 1 (new revenue stream)
- Event backdrop system eliminated need for custom printing, saving $6,200 annually
- Brand guidelines reduced design inconsistencies by 95% across departments
Community Recognition: The geometric panther became an instantly recognizable symbol throughout Somerset County. Students now wear BR apparel as everyday fashion—not just on game days. The rebrand transformed BRHS from “a good school” to “THE school” in the region, with tangible impacts on pride, recruitment, and revenue.
The final logo didn’t just meet expectations – it exceeded them. For the first time in school history, students wear their BR gear not just on game days, but every day. Teachers display it proudly. Alumni request it eagerly. The Panther has become more than a mascot – it’s a symbol of shared ambition and collective pride.
More School Branding Case Studies
Frequently Asked Questions
Why did Woodbridge School District need a new logo?
The district had multiple logos in use across its campuses, which created confusion and a lack of brand consistency. The new logo unifies the district under a single, powerful identity that reflects its history, values, and future direction.
How does the new logo honor the legacy of Bridgeville and Greenwood?
The design subtly integrates the strength of Greenwood’s Forester through bold, angular strokes and the spirit of Bridgeville’s Mighty Mustang through the fierce, forward-facing stance. While the Blue Raider is the primary mascot, historical elements are woven into the design’s foundation.
What makes this logo usable across all school levels?
The main design is bold and athletic—ideal for middle and high school settings. A modified, softer version was also created for elementary schools, with gentler features to ensure younger students can still connect with the mascot without intimidation.
Can we see variations of the mascot design on different merchandise?
Yes, you can. We’ve created a range of merchandise mock-ups showcasing how the mascots look on everything from t-shirts and hoodies to water bottles and backpacks. This helps visualize the mascots in various applications.
How were the district’s core values incorporated into the design?
The logo represents more than just a mascot. It visually channels the RAIDERS values—Respect, Achievement, Integrity, Diversity, Excellence, Relationships, and Service—through symbolic design elements like the unifying crest, confident stance, and powerful expression.
What feedback has the school received about the new wolf mascot?
The response to our new wolf mascot has been overwhelmingly positive. Students, parents, and alumni appreciate the fresh, energetic representation of our school spirit. The mascot has already started to foster a renewed sense of community pride and connection, helping ease the transition from our previous mascot while honoring our school’s legacy and traditions.
