Students at Western Middle in Louisville, Kentucky are given the space and the support needed to take risks, to figure out and be who they truly are. It’s a place that welcomes all types. Once considered an underperforming school, the school has developed an unparalleled performing arts program. They believe in the power of the Arts – “with a capital A.” Students in this school select a “major” they will follow throughout their middle school career. Their major is more than a program track. It’s a family within a family. An identifier. Western Middle engaged us to help inspire a community of storytellers, to share the transformative and inspiring stories taking place at the school. As part of the process, they asked us to help think through inflection and representation – keeping both its tie to neighborhood and emphasis on the Arts.
We designed a logo as lively and individualized as the school. At first glance, you may see the abstracted “W” and “M.” Then, you may see books on a shelf. Maybe building blocks. Leaning left and right, the blocks represent the strong culture at Western Middle. It’s a place to take risks and fall, but know that there will be someone to catch you. Help you up. Support you along the way. The logo also represents different paths – the different majors. The school motto’s acronym, PERFORM, has seven letters. The logo is made of 7 blocks. Each block has its own color within our own Western Middle rainbow. A vibrant color palette that reflects the bright, positive energy that is tangible inside the school. The color gradient symbolizes the change that happens to students entering middle school, to the people they grow into as they leave for high school and beyond. The sometimes awkward, but transformative, process of growing up. The logo is also a pattern, made to recreate. It truly is a mark made to be put in the hands of the students. And we can’t wait to watch them own it.