Sept. 6, 2005

Peel board launches "new public signature"
Visual identity reflects diversity, student-focus of schools

The Peel District School Board has changed its logo for the first time in 36 years—and the new identity puts children at the centre. Canadian jazz legend Oscar Peterson unveiled the first school sign featuring the new logo today at the opening of Oscar Peterson Public School in Mississauga. Members of the Picture the Future committee that led the development of the identity launched the first Brampton school sign and new board vans at Cheyne Middle School.

Notes Jim Grieve, director of education, " What we have unveiled today is more than just a logo. It's the new signature of the Peel District School Board—and it declares, for all to see, our passionate commitment to help all students achieve. I believe that an organization of the size, reputation and importance of the Peel District School Board deserves a consistent visible identity that parents and the community will know us by. Our new logo clearly and simply communicates the joy we want our students to experience when they are successful and feel included. And how we want staff to feel—with our focus on wellness—as they support students in reaching that goal"

The new logo builds on the heritage and tradition of the board. Says Janet McDougald, chair of the board, " Since the creation of the original Peel County Board of Education in 1969, several images have served as the board's public signature—including the traditional "P." But the Peel board, and the communities it serves, have changed dramatically over the past 36 years. The new visual identity honours the past, but also reflects who we are now—and serves as a lasting symbol as we continue to grow and evolve. The new identity received the full support of the board of trustees in June, and it is great that the public now has an opportunity to share in the excitement."

In November, 2003, the board approved the creation of the Picture the Future committee—a cross section of staff and trustees—to oversee the creation of the first new logo since 1969. The committee worked with leading design firm Hambly and Woolley Inc.(www.hamblywoolley.com), selected through a competitive RFP process, to develop a new visual identity for approval by the board. The design was based on the feedback from over 500 people including staff, students, parents, representatives of faith and culture communities and unions and federations.

Notes Bob Hambly of Hambly and Woolley Inc., "This process was a delight from beginning to end. Working on this identity has absolutely been a highlight of our professional lives. We have been so impressed with the dedication and stewardship of the whole group. We know that kids in Peel are in great hands."

Explains Grieve, "The heritage and tradition of the letter "P," which was key to the previous identity, is now incorporated into the symbol of a face – smiling and happy. This image leads into, and is linked to, the word 'Peel.' A smile is a positive symbol in all cultures, and the image is instantly inclusive and welcoming. Its use in the logo reflects the way we want Peel students and staff to feel—joyful and successful. It's important to note that our symbol of success is a smile, not an A+. This smiling face is inclusive—it can be boy or girl, a person of any age, a person of differing ability, from any race or background."

The word 'Peel' is in a typeface is reminiscent of the letters of the alphabet we saw around our classrooms during our first years in school, as we were learning how to print and read. So this font reminds us of the early learning experiences we all share. The colour of the new visual identity is blue, a colour historically associated with Peel board. The new blue is clean, fresh, vibrant, and is easily reproduced.

The words "District School Board" are set in a more traditional, serif font called Century Schoolbook. Generations of school children learned to read with this font in books such as "Dick and Jane." But this font also reflects the timeless quality of our organization. The font is more corporate, adds authority and is highly legible."

Says McDougald, "I am proud of this new logo. The new visual identity for the board not only provides a new organizational consistency and standardization, it also meets the criteria defined in the survey results. It is an accurate visual representation of our student-focussed, diverse and progressive board. It also strongly acknowledges the heritage of the original logo. It is unlike that of any other school board and is simultaneously bold and timeless. Though simple, the visual identity is a powerful reminder of the young people who are the focus of all we do as a board. The goal of each elementary and secondary school in Peel, and for all of the staff in every site and every role, is to support student success. Nothing is more universal to visually demonstrate achieving student success than the universal symbol of happiness—a smile."

Notes Brian Woodland, director of communications and chair of the committee, " It was absolutely critical that the new visual identity reflect the essence of the Peel board's purpose and culture, not the design preferences of any one individual or group. We asked people to define what the logo should "say" about the board and our schools—what it should represent, and the words that should come to mind. In the split second that it will take for people to form an impression of our organization based on seeing the logo—that is often no larger than a postage stamp--what do we most want to convey.

Respondents told us that the most important statement about our organization is that the board helps all students achieve to the best of their ability. They also emphasized that the board is student-focussed, diverse and progressive. The respondents agreed that the tone of the logo should be fun, youthful and modern, should make use of a symbol and should be bold, but simple. They also wanted the new logo to be timeless. The strength and quality of our new identity is in direct response to the what the system said they wanted the identity to represent. As a group, we also want to officially thank Bob Hambly and Barb Woolley and their design team. They did an amazing job of listening and learning about our needs and created a new identity that is unique and truly exceptional."

The identity will be phased in over the next three to five years. As existing supplies of publications are used, they will be reprinted with the new identity. School signage will begin with new schools and additions and extend to other schools as budget allows. The cost for the first phase of the logo launch– development of the visual identity, stationery and central signage – is about $20,000 and the total cost of all five phases of the logo is $61,650. These costs reflect a donation of ten per cent of design fees by Hambly and Woolley Inc. to Peel schools to support visual arts programs in schools. This money comes from administrative budgets, not from any account intended for school use. Over time, the expectation is that the board will streamline and reduce costs through standardization of materials throughout the organization.

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Media contact: Brian Woodland, Director of Communications and Strategic Partnerships Support Services, 905-890-1010, ext. 2812

Note to media: Backgrounders, electronic versions of the identity, and more:
logo explained   detailed logo backgrounder   logo history backgrounder
Hambly and Woolley overview   Oscar Peterson bio   new van
Board report to create new logo   Final report for logo approval
Remarks by Oscar Peterson