NASP Logo Redesign Overview

Delegate Assembly

February 22, 2014

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

Our Future Look

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

New Business Card

Stationery