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School Board sends ACPS logo redesigns back to the drawing board

This logo was preferred by staff and focus groups, but not the Alexandria School Board. (Via ACPS)

After months of work, two logo redesigns for Alexandria City Public Schools were sent back to the drawing board.

Last Thursday night (June 16), the School Board voted 7-2 against staff’s preferred option. Only Board Members Willie Bailey and Christopher Harris voted for the preferred logo option.

“Obviously it’s not catching on,” School Board Chair Meagan Alderton said at the meeting. “Which is okay. I don’t think we want to do something just to do it.”

In February, after getting a graphic designer to make 10 logo concepts, the Alexandria City Public Schools Office of Communications created three separate focus groups, which spent months whittling designs down to two favorites.

“It seems like it would be helpful to maybe have a really concise message that we were trying to convey, and getting feedback from people and if the logo was conveying that message,” said Board Member Michelle Rief. “I’m worried that some folks may actually have a hard time even reading the letters, the way they appear in both of those messages.”

The two choices garnered more than 4,300 votes across multiple platforms. The preferred option — the lowercase letters with dots — got 2,167 votes (50.3%). The second option received 2,141 votes (49.7%).

The second logo option for ACPS. (Via ACPS)

“It’s interesting to see how the community was split 50-50 on the two logos,” said Vice Chair Jacinta Greene. “Have we considered asking our very talented ACPS students to submit potential logos like we did for Alexandria City High School and Naomi L. Brooks Elementary School?”

Julia Burgos, the ACPS chief of school and community relations, said that asking students to design the official logo of the school system was risky.

“If we went the student route, we have to take something from the students, and if there was something that wasn’t going to be representative, we don’t want to insult students,” Burgos said. “That was one of the concerns, because if this is the logo for the entire organization, the schools themselves and the student representation for the schools was a little bit less risky.”

Staff hoped to launch the new logo next month on the ACPS website, and to get in sync with the website redesign project scheduled to launch in July 2022.

Via ACPS

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