Client: Deerwood Elementary School
Location: Kissimmee, Florida
Project: Challenger Space Shuttle Identity
School Type: Elementary School
School District: Osceola County School District
Background: This STEM-focused Osceola County elementary needed an identity reflecting NASA’s Challenger legacy to inspire curiosity and differentiate their science-first curriculum.
Our Task: Create a space-inspired identity appropriate for elementary students that celebrates exploration while honoring the Challenger mission.
Our Action: Designed a NASA mission patch–style crest featuring space shuttle lifting over starfield, burgundy/silver palette, STEM-first brand language.
Outcome: Future-ready identity deployed across facades, athletics, wayfinding. Unique positioning within district’s STEM-focused schools.
Strategic Approach
Our research into elementary school branding, particularly for institutions with future-focused missions, revealed the importance of creating identities that make abstract concepts like achievement and exploration tangible and exciting for young children. The visual system needed to inspire young imaginations while maintaining educational substance and institutional trust.
The space shuttle theme was selected as the central identity concept for several strategic reasons:
- The shuttle symbolizes exploration, discovery, and reaching new heights – perfect metaphors for education
- The “Challengers” name creates multiple layers of meaning around embracing challenges and space exploration
- The aerospace theme connects naturally to STEM education and future-focused learning
- The distinctive silhouette creates immediate recognition across applications
- The concept offers rich educational territory across science, technology, and imagination
The color palette of deep burgundy, silver, and black was strategically chosen to:
- Create a bold, distinguished presence through the dominant burgundy background
- Add technological sophistication through the metallic silver accents
- Incorporate black for depth and cosmic associations
- Establish a distinctive presence that stands apart from other elementary schools
- Project both excitement and educational substance through balanced color application
Design Development
Identity Creation
The Challengers identity was developed with careful attention to both inspirational impact and educational relevance:
- The detailed space shuttle creates an immediate focal point suggesting advancement and exploration
- The circular starfield background establishes cosmic context and visual interest
- The clean, simplified forms ensure recognition while engaging young imaginations
- The circular badge format provides a containing device that suggests mission patches and unity
- The balanced composition respects educational purpose while inspiring wonder
The final design features a dynamic space shuttle positioned within a circular cosmic backdrop, with the “DEERWOOD ELEMENTARY” designation curving along the sides of the badge. The “CHALLENGERS” wordmark is boldly positioned below in a banner treatment, creating a balanced composition with strong visual hierarchy and immediate recognition.
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