nasp logo redesign overview school psychology... · redesign team •combination of leaders and...
TRANSCRIPT
Redesign Team
• Combination of leaders and staff
• Representative of different roles, ages, and
areas of focus within the Association
• Team members: Sally Baas, Laura Benson,
Amy Bremer, Kathy Cowan, Katie Eklund,
Wendy Finn, John Desrochers, Susan Gorin,
Carlos Guerrero, Linda Morgan, Terri Sisson
• Designer: Keith Johnson, 818 Studio
Why Now? • Strategic plan leads into the future
• Undergoing major web redesign and new
technology applications
• Current logo is nearly 40 years old (very little
translates visually for that long)
Sometimes not even 10 years
Process • Reviewed NASP vision, mission, strategic
documents, etc.
• Gathered input regarding priorities/themes from NASP staff and leader review group
• Reviewed and refined multiple logo ideas
• Discussions & selection of preferred concept
• Share with EC and DA
• Rollout starting after convention will occur over time as resources, publications, and platforms are due to be updated
Themes/Ideas • NASP supports professional
o competence
o identity
o community
o connections
o advocacy
• NASP works to ensure that:
o all children grow/thrive
o school psychologists have access to PD, resources, research, colleagues, etc. to continue growing/succeeding
o profession is recognized/valued/trusted
Vision, Mission, Values • Vision: All children and youth thrive in
school, at home, and throughout life.
• Mission: NASP empowers school
psychologists by advancing effective
practices to improve students’ learning,
behavior, and mental health.
• Values: Advocacy, Collaborative
Relationships, Continuous Improvement,
Diversity, Excellence, Integrity, Student-
Centered, Visionary Leadership
Boiled Down…. • What NASP does for members ultimately
benefits children
• We want the organization, our members,
and the children we serve to:
THRIVE
Tagline: Helping children thrive. In school. At home. In life.
Logo Purpose: What It Can Do
• Reflect organizational purpose/vision
• Convey a key element or unique characteristic
• Drive brand recognition
• Connect with people’s positive impressions
(e.g., loyalty/pride/trust)
• Should be:
o Simple
o Memorable
o Timeless
o Versatile
o Relevant
Logo Limitations: What It Can’t Do
• Convey all relevant ideas
• Tell the whole story
• Make up for or take the place of genuine service, value, effectiveness
• Should not be: o Busy
o Complicated
o Confusing
o Irrelevant
o Trite
Current Logos • Old fashioned
• Academic
• Not dynamic or change oriented
• Doesn’t convey “school psychologist” well
• Awkward in many digital and print layout formats
Goals • Retain our strong roots and connections to
psychology with the Psi
• Better reflect the idea of learning and growth with the tree
• Reinforce vision and mission (kids and SPs thriving)
• Emphasize school psychologists with use of full name of the organization
• Project more modern, dynamic, attractive, and “accessible” image
• Be more flexible, usable in many digital and print contexts