Location
Whittier, California
The Challenge
The Problem: Dexter Middle School (789 students, grades 6-8) serves a predominantly Latino/Hispanic student body (with African American, White, Asian, and Filipino students). The school had NO official mascot or unified visual identity. Each teacher/coach was creating their own materials. The diverse student population needed a mascot that would unite—not divide—the community.
The Impact:
- Zero school pride or spirit wear sales
- Athletic programs lacked cohesive branding
- Students felt no emotional connection to the school
- The “home-school partnership” value couldn’t be visually expressed
Our Task & Solution
Create a Hornets mascot identity that:
- Appeals to middle schoolers (ages 11-14)—friendly but not childish
- Celebrates diversity and unity
- Reflects the school’s partnership values
- Works across athletics and academics
Our Action: Designed an approachable hornet character wearing a “D” baseball cap—energetic yet friendly. Forest green/gold palette. Created a complete system: primary wordmark with speech-bubble framing (energy/movement), monogram “H” diamond emblem, and mascot character. Developed applications for jerseys, merchandise, and signage.
Measurable Results
- Student approval: 85% positive response (student survey)
- Spirit wear launch: $19,000 in first 90 days
- School pride: Student ownership of Hornets gear increased from 0% to 52% within one year
- Athletic unity: All 6 middle school sports now use cohesive Hornets identity
- Community connection: Hornet mascot became symbol of school-home partnership
The Hornets identity gave 789 diverse middle schoolers a unifying symbol—proving that thoughtful mascot design can build community pride in diverse educational settings.
Read our complete school branding guide.
Everything you need to know to create a kick-ass school brand that creates results.
More School Branding Case Studies
Frequently Asked Questions
How does the Dexter Middle School mascot logo design reflect the diverse cultural background of its students, with a majority being Latino/Hispanic?
The design of the Dexter Middle School mascot has been thoughtfully crafted to embody the rich cultural diversity of its student body. Acknowledging that most students are of Latino/Hispanic descent, the design elements incorporate symbols, colors, and motifs that resonate with this heritage.
Additionally, elements that pay homage to the African American, White, Asian, and Filipino backgrounds have been seamlessly integrated to create a mascot that every student can identify with and take pride in.
With the school’s innovative approach to teacher teams, how does the mascot logo aim to symbolize the close-knit community and personalized instruction at Dexter Middle School?
Dexter Middle School’s unique team-teaching approach, wherein a select number of teachers share a group of students, underscores the school’s dedication to fostering deep connections and tailored instruction.
The mascot logo encapsulates this through imagery that signifies unity, collaboration, and individual growth. Its design aims to portray the close bonds formed within the school, mirroring the intimate teaching environment where every student is deeply known and valued.
How was the Smarter Balanced Assessments feedback considered when redesigning the mascot logo for Dexter Middle School to represent its academic focus better?
Recognizing the importance Dexter Middle School places on academic progress and the utilization of Smarter Balanced Assessments, the redesigned mascot logo emphasizes the school’s commitment to academic excellence.
Inspired by the feedback from these assessments, the design elements reflect continuous growth, aspiration, and achievement. The logo represents the school’s dedication to monitoring student progress and adapting instruction accordingly.
How does the mascot design incorporate elements or symbolism from the four elementary schools that feed into Dexter Middle School after the 5th grade?
Understanding the significant role that the feeder elementary schools play in shaping the Dexter Middle School community, the mascot design integrates symbols and elements from Longfellow Elementary School, Orange Grove Elementary School, Mill School of Technology, and Jackson Elementary School.
This amalgamation visualizes the students’ educational journey, acknowledging their foundational years while highlighting the unity and continuity of their educational experience.
In light of Dexter Middle School’s emphasis on fostering strong partnerships between home and school, how does the mascot design reinforce this crucial connection?
The strength of the bond between home and school is a core value at Dexter Middle School, and the mascot logo mirrors this sentiment. Through design elements that signify trust, partnership, and community, the mascot symbolizes the collective effort between parents and educators.
Its imagery resonates with the idea of collaboration, reflecting Dexter’s belief that the success of its students is a shared responsibility between the school and the home.
