Woo Creative | Old School Square

Old School Square. Again.

Woo Creative created the current branding for Old School Square, but to fully understand the importance and impact of the change, it may be worthwhile to look back at the evolution of the brand.

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1990-2012

Originally the site for Delray Elementary School (1913-1988), The 4-acre historic site was incorporated as “Old School Square” and acquired by the city of Delray Beach. After renovations, the “Old School Square Cultural Arts Center” was opened to the public in 1990.

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2012-2015

In 2012, “Old School Square” became the “Delray Beach Center for the Arts at Old School Square.” Although the refreshed brand moved the organization forward, and helped those outside the community understand the full breadth of offerings, the name and logo failed to catch on, and locals and artists alike still widely referred to the campus as “Old School Square.”

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2015

Woo Creative, tasked with a rebrand that would better connect with patrons, was a strong supporter of a return to the original name—a move that made sense, given its popularity. But that’s not the only reason—the name “Old School Square” is unique—which ultimately helps the center generate its own unique identity, and bolsters name recognition in a space where so many organizations have similar sounding names.

Old School Square. Again.

Woo Creative created the current branding for Old School Square, but to fully understand the importance and impact of the change, it may be worthwhile to look back at the evolution of the brand.

woo-creative-portfolio-old-school-square-cultural-arts-center-logo-1

1990-2012

Originally the site for Delray Elementary School (1913-1988), The 4-acre historic site was incorporated as “Old School Square” and acquired by the city of Delray Beach. After renovations, the “Old School Square Cultural Arts Center” was opened to the public in 1990.

woo-creative-portfolio-old-school-square-dbca-logo-1

2012-2015

In 2012, “Old School Square” became the “Delray Beach Center for the Arts at Old School Square.” Although the refreshed brand moved the organization forward, and helped those outside the community understand the full breadth of offerings, the name and logo failed to catch on, and locals and artists alike still widely referred to the campus as “Old School Square.”

woo-creative-portfolio-old-school-square-logo-black-1

2015

Woo Creative, tasked with a rebrand that would better connect with patrons, was a strong supporter of a return to the original name, a move that made sense, given its popularity. But that’s not the only reason. The name “Old School Square” is unique—which ultimately helps the center generate its own unique identity and bolsters name recognition in a space where so many organizations have similar sounding names.

Identity System

Once the name was dialed in, Woo Creative developed a logo system that projected a sense of “openness”, or “inclusion” by using an open door / square icon that takes the place of the letter “Q”. Repetition of form further aids with name recognition. Individual venues of the campus were assigned specific colors, and logos were made for each to help promote specific locations within the campus in marketing & advertising materials.

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Materials

Since creating the new logo system for Old School Square, Woo Creative has designed & produced the bulk of communication and branding pieces, including the center’s season brochures, Creative Art School class brochures, branded print ads, stationery & business cards, and branded T-shirts. We’ve crafted logos and design for some Old School Square venue-specific events as well including Rock the Square, Craft Beer Fest and Zombie Prom. Woo has even entered the arena of oversized sculpture design, with ideas regarding the inclusion of a giant metal logo monument with mirrored finish on the campus grounds—we really hope that goes up soon.

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