Client: Student Services – Osceola District Schools
Location: Kissimmee, Florida
Project: Student Support Visual Identity
Department Type: Educational Support Services
School District: Osceola County School District
Student Services, a vital department within the Osceola County School District in Florida, provides essential support systems focusing on student wellness, counseling, psychological services, social work, and specialized assistance programs. The department serves as the human-centered backbone of the district’s educational mission, ensuring that students receive the comprehensive support they need to thrive academically, socially, and emotionally.
The department approached our agency with the need for a distinctive visual identity that would differentiate their services within the district while communicating their commitment to student support and holistic development. Unlike school-based identities with mascots or academic symbols, Student Services required a more human-centered approach that would reflect their focus on student wellness and personal growth.
Through strategic consultation with department leadership, counseling staff, school psychologists, and district administrators, we established the following objectives for the Student Services identity:
- Create a people-focused visual identity that represents student support and diversity
- Develop a professional, approachable system that communicates care and accessibility
- Design a versatile brand that functions effectively across various support service contexts
- Establish a distinctive color palette that creates recognition while projecting compassion
- Build an identity that balances institutional credibility with human-centered warmth
- Create a system that works cohesively across multiple student service programs
Strategic Approach
Our research into educational support services branding revealed the importance of creating identities that balance professional authority with approachability and compassion. Unlike academic departments or administrative offices, student support services require visual systems that communicate understanding, acceptance, and human connection.
The profile-based circular design was selected for several strategic reasons:
- Human profiles immediately communicate the people-focused nature of the services
- The circular format suggests completeness, continuity, and holistic support
- Multiple profiles represent diversity, inclusion, and the varied student population
- The circular border creates a containing, protective visual metaphor
- The simple, clean approach ensures clarity and recognition across applications
The color palette of purple and green was strategically chosen to:
- Project compassion and wisdom through the dominant purple tones
- Add balance and growth associations through the complementary green
- Create immediate visual distinction from other district departments
- Establish a professional yet approachable aesthetic
- Provide sufficient contrast for strong visibility across applications
Design Development
Identity Creation
The Student Services identity was developed with careful attention to both symbolic meaning and practical application:
- Simplified human profiles create immediate recognition of the human-centered services
- The alternating profiles represent diversity, inclusion, and supportive relationships
- The circular border creates a containing, protective framework
- The balanced composition suggests stability and support
- The clean, simplified approach ensures clarity across various applications
The final design features multiple human profiles arranged within a circular border, with the “STUDENT SERVICES” designation positioned along the top arc and “OSCEOLA DISTRICT SCHOOLS” along the bottom. The purple and green color distribution creates a balanced, harmonious composition with strong visual impact.
Brand Architecture
The identity system was developed with comprehensive applications in mind:
Primary Identity Elements
- Main circular logo featuring profiles with complete department designation
- Simplified version without text for compact applications
- Wordmark variations for administrative and formal contexts
- Program-specific variations for specialized service areas
Color Implementation Strategy
- Primary application: full-color version on white backgrounds for formal documents
- Secondary application: white/reversed version on purple backgrounds for signage
- Tertiary application: single-color purple version for economical reproduction
- Program-specific applications with designated accent colors for different service areas
Typography System
- Primary font: clean, rounded sans-serif for the department name to communicate accessibility
- Secondary font: professional, structured typeface for formal communications
- Supporting typeface: highly readable font family for informational materials and forms
Supporting Graphic Elements
- Expanded profile system for program-specific materials
- Circular motifs representing continuity of care and support
- Supportive graphic elements suggesting connection and relationships
- Iconography system for different service categories
- Photographic style guide emphasizing diverse student interactions and supportive moments
Program-Specific Applications
- Counseling Services: Purple dominant with counseling-specific iconography
- Psychological Services: Purple/blue accent variation with appropriate symbols
- Social Work Services: Purple/warm accent variation with community elements
- Special Needs Support: Purple/green dominant with accessibility symbols
The comprehensive design system ensures that the Student Services identity functions effectively across all department communications while maintaining consistent brand recognition. The versatile components allow for program-specific applications while preserving the core identity elements that define the Student Services brand within the Osceola District Schools system.
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