Client: St. Matthew Catholic School
Location: San Antonio, Texas
Project: Traditional Crest Design & Identity System
Background: St. Matthew Catholic (est. 1931) in San Antonio had inconsistent visual identity across applications—existing crest lacked refinement needed for contemporary use.
Our Task: Preserve and enhance essential Catholic symbolism while creating refined crest functioning effectively in modern applications, honoring 90+ year tradition.
Our Action: Developed consistent Catholic school identity system unifying communications—refined crest balancing religious foundation with academic excellence for K-8.
Outcome: Traditional crest identity deployed across school and parish. Brand standards ensure consistent application while honoring Archdiocese of San Antonio legacy.
Strategic Approach
Our research phase included studying Catholic educational symbolism, reviewing the specific history of St. Matthew, and understanding the school’s position within the Archdiocese of San Antonio. We conducted interviews with long-serving faculty, alumni, and parish leadership to ensure we fully understood the meaningful elements that needed preservation.
The Latin motto “Ave Crux Spes Unica” (“Hail to the Cross, Our Only Hope”) emerged as a central element of the school’s identity—a phrase rich with theological significance that connects to the school’s foundational values. This motto, along with the established date of 1931, provided important anchors for the design, creating continuity between past and present.
We approached the design process with reverence for Catholic traditions and symbolism, recognizing that the crest would need to function not just as a school logo but as a sacred emblem representing faith, education, and community heritage.
Design Development
Crest Design
The refined St. Matthew crest features several deliberate symbolic elements, each selected for both their theological significance and visual clarity:
Shield Structure
- The traditional shield is divided into four quadrants, representing different aspects of the school’s mission
- A simplified outline improves reproduction while maintaining heraldic tradition
- The circular format creates a sense of unity and completeness
Symbolic Elements
- Upper Left: The fleur-de-lis symbolizes the Holy Trinity and connects to the school’s heritage
- Upper Right: The graduation cap represents academic excellence and educational achievement
- Lower Left: The open book signifies knowledge, Scripture, and the pursuit of truth
- Lower Right: A symbolic representation of faith, community, and service
Color System
- Navy Blue: Represents truth, loyalty, and devotion—core values in Catholic education
- Gold: Symbolizes excellence, dignity, and enlightenment
- White: Reflects purity, faith, and innocence
Typography & Text Elements
- “ST. MATTHEW CATHOLIC SCHOOL” in traditional serif letterforms encircling the crest
- “AVE CRUX SPES UNICA” motto placed prominently to emphasize the school’s spiritual foundation
- “19 31” marking the founding date, establishing institutional legacy
Radiating Lines
- Subtle rays emanating from behind the shield suggest enlightenment and divine guidance
- These elements add visual interest while connecting to religious symbolism of light and truth
Identity System Elements
Building on the crest design, we developed a comprehensive identity system including:
Primary Identity Suite
- Main crest for formal applications
- Simplified versions for smaller applications
- Lockups with full school name for various contexts
- Standalone wordmark for text-only applications
Supporting Visual Language
- Secondary color palette complementing the primary navy and gold
- Typography system featuring both traditional serif and contemporary sans-serif options
- Photography style guidelines emphasizing both faith-based and academic settings
- Pattern and texture elements derived from architectural features of the school and parish
Application Systems
- Academic materials and communications
- Liturgical and religious program applications
- Athletic program adaptations
- Development and advancement collateral
- Digital expression guidelines
Design Considerations
Several key considerations guided our design decisions:
Sacred vs. Secular Applications We developed guidelines for appropriate use of the crest in religious contexts versus everyday communications, ensuring respectful application across various materials.
Archdiocese Alignment The design system was created to function both as a distinct identity for St. Matthew while also harmonizing with broader Archdiocese of San Antonio visual standards.
Multi-Age Appropriateness Applications were developed with consideration for the K-8 environment, with variations that work appropriately for younger children through pre-teen students.
Reproduction Requirements Given the varied reproduction contexts in school environments—from digital to embroidery to economical printing—the crest was designed to maintain integrity across all applications.
Cultural Context San Antonio’s unique cultural heritage and the school’s specific community demographics influenced certain design decisions, creating a system that resonates with the local Catholic community.
The resulting identity system provides St. Matthew Catholic School with a refined visual presence that honors their rich tradition while functioning effectively across contemporary applications. The crest serves as both a practical school identifier and a meaningful symbol of the institution’s Catholic mission and educational excellence.
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