Client: Sorensen Science Academy
Location: Whittier, California
Project: Rockets Brand Identity & STEM-Focused Visual System
Background: Sorensen Science Academy (K-5) is a leader in STEM education within Whittier City School District, but their visual identity failed to communicate their specialized curriculum and scientific focus.
Our Task: Create a distinctive rocket mascot embodying scientific discovery that generates excitement among elementary students and differentiates Sorensen within the district.
Our Action: Designed a Rockets identity featuring stylized rocket in circular emblem with cloud exhaust and starfield, navy/yellow STEM palette engineered for educational and promotional contexts.
Outcome: STEM-focused brand deployed across campus, enhancing science-centered materials. Distinctive positioning established within Whittier’s elementary schools.
Strategic Approach
Our research phase included faculty interviews, student workshops, and an analysis of effective STEM-focused educational branding. Several key insights guided our approach:
- While rockets provide obvious connections to space exploration, they also represent broader scientific principles that align with multiple areas of STEM education:
- Engineering and design
- Physics and motion
- Mathematical calculation
- Technological innovation
- Elementary students respond best to visual systems that balance educational content with appropriate energy and accessibility – avoiding either overly childish or overly technical extremes.
- The most effective STEM-focused school brands create visual connections to scientific concepts while maintaining institutional credibility and educational gravitas.
- Successful elementary school identities provide flexible applications that can grow with students from kindergarten through fifth grade, adapting to different developmental stages.
These insights led us to develop a rocket identity that balances scientific authenticity with elementary-appropriate engagement – creating a system that feels educational rather than merely cartoonish, while still maintaining accessibility for young learners.
Design Development
Mascot Creation
The Sorensen Rockets identity features a stylized rocket integrated within a circular emblem, combining several strategic design elements:
- Rocket Design: The central rocket utilizes a classic silhouette with subtle modern details, creating scientific authenticity while remaining accessible to young students. The design balances detail with simplicity to ensure recognition even by kindergarteners.
- Circular Emblem: The rocket is framed within a circular format featuring a deep blue background representing the cosmos, with simplified star elements creating context without overwhelming detail.
- Cloud Elements: Stylized rocket exhaust/clouds provide dynamic energy and suggest motion and liftoff – concepts connected to physics education.
- Color System: The bright yellow and navy blue palette creates high contrast for visibility while establishing distinctive identification within the school district. Yellow connects to energy and optimism, while navy provides educational credibility.
Identity System Components
Building on the core rocket emblem, we developed a comprehensive identity system including:
Primary Identity Suite
- Main Rockets emblem with integrated school name
- Standalone rocket for simplified applications
- “ROCKETS” wordmark for text-forward contexts
- Lockup variations for different applications
Supporting Visual Elements
- Star pattern system for backgrounds and supporting graphics
- Scientific iconography collection for educational materials
- Typography system featuring both accessible primary fonts and more sophisticated secondary options
- Photography style emphasizing hands-on learning and scientific discovery
Educational Application Templates
- Science fair materials
- Laboratory signage
- STEM program identifiers
- Parent communication templates
- Digital learning assets
STEM-Focused Design Considerations
Several specialized considerations guided our design decisions:
Scientific Accuracy While appropriately simplified for elementary contexts, the rocket design avoids scientific inaccuracies that might undermine educational credibility.
Cross-Curricular Applications The system was designed to support various aspects of STEM education, from astronomy and physics to engineering and mathematics.
Age-Appropriate Scaling Applications were developed with the ability to adjust complexity based on grade level, with simpler expressions for K-2 and more detailed applications for grades 3-5.
Educational Integration The visual elements were designed to integrate with curriculum materials, supporting rather than distracting from educational content.
Cultural Inclusivity The system avoids gender-coding that might reinforce stereotypes about who belongs in STEM fields, creating accessible entry points for all students.
The resulting identity system provides Sorensen Science Academy with a distinctive visual presence that clearly communicates their STEM focus while engaging elementary students with appropriate energy and accessibility. The rocket serves as both a mascot and a powerful symbol of the scientific discovery and exploration at the heart of the school’s educational mission.
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