Client: St. Cloud Middle School
Location: St. Cloud, Florida
Project: Mustang Mascot & School Identity
School Type: Middle School
School District: Osceola County School District
Background: St. Cloud Middle, a well-respected institution in Osceola County offering rigorous academics, needed dynamic Mustangs mascot resonating with middle schoolers.
Our Task: Create powerful mustang embodying strength, speed, and determination while projecting energy and academic tradition for adolescent demographic.
Our Action: Designed bold profile mustang head in partial shield framework with gold/black/maroon palette—contemporary brand for athletics and academics.
Outcome: Mustangs identity deployed grades 6-8. Appeals to middle school students while establishing respected presence for this critical bridge between elementary and high school.
- Develop a bold visual identity system that appeals directly to the middle school demographic
- Design a versatile brand that functions effectively across academic, athletic, and social contexts
- Establish a striking gold, black, and maroon color palette that creates immediate recognition
- Build a cohesive identity that fosters school pride and community connection
- Create a system that balances energetic spirit with academic credibility
Strategic Approach
Our research into middle school branding revealed the importance of creating identities that respect the developmental stage of adolescent students—sophisticated enough to avoid appearing childish while maintaining appropriate energy and accessibility. The visual system needed to project dynamism and strength while supporting the school’s educational mission.
The mustang was selected as the ideal mascot for several strategic reasons:
- Mustangs symbolize freedom, energy, and untamed spirit – qualities that resonate with adolescent identity
- The horse motif offers rich visual territory for dynamic, powerful representations
- The profile creates a strong, immediately recognizable silhouette
- The animal provides natural connections to both athletic prowess and determined character
- The mascot supports multiple stylistic approaches from traditional to contemporary
The color palette of gold, black, and maroon was strategically chosen to:
- Create a bold, energetic presence through the vibrant gold
- Add sophistication and strength through the contrasting black
- Incorporate maroon for distinctive warmth and depth
- Establish a distinctive presence that stands apart from other schools in the district
- Project a mature, confident aesthetic appropriate for middle school students
Design Development
Mascot Creation
The Mustangs mascot was developed with careful attention to both dynamic energy and brand versatility:
- The profile mustang head creates a strong silhouette with forward-facing orientation
- The stylized treatment balances realism with clean graphic forms
- The flowing mane suggests movement, energy, and speed
- The determined expression communicates confidence and focus
- The integration within a partial shield creates a balanced composition
The final design features a dynamic mustang head positioned within a partial shield framework, with the “MUSTANGS” wordmark boldly positioned above. The “ST. CLOUD MIDDLE SCHOOL” designation anchors the top of the composition in a contrasting gold band, creating a balanced hierarchy with strong visual impact and immediate recognition.
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