District spends $18,000 on ‘rebranding’ its look

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Kevin Killeen

Nathan Grobe
Contributing Writer

In an attempt to equip the School District with a new look for the 2012 school year, District officials spent $18,000 of tax payer money on cosmetic changes in the district logo, newsletter and webpage.
“We wanted our logo to depict our pride in tradition, proud past and ability to grow as a district,” said superintendent Dr. Sarah Riss.

The old logo was of a globe which was symbolic for Webster’s desire to achieve international success. The new logo, is a tree with 10 leaves – one for every school in the district. The logo ultimately took about three months to design, according to Riss. The process began as the district asked members of the community who were known as “experts in communication” to critique their webpage and publications.

“They said it was time to create a new look,” said Riss. “They didn’t feel like our old look reflected who we were as a district.”
The district then recieved several bids from different design companies to “rebrand” the district. Six graphic design firms submitted bids, according to Riss.

The district went with a locally owned business, Werremeyer, which was one of the lower bidding companies, according to district director of community relations Cathy Vespereny.

However, some teachers weren’t sure if the $18,000 price tag was too much.
“It seems a little excessive,” said social studies teacher Nicholas Kirschman. “but I guess that’s the price you pay for professional work.”

According Werremeyer designer Gretchen Land, Werremeyer has done branding projects for as much as $65,000.
District officials stand firm about the new logo:

“I do feel that the cost was fair and reasonable for the quality and quantity of work done,” said Riss. “It was something that needed to be done.”

“Having a brand is extremely value to any company, organization or non-for-profit because they need to look organized put together and recognizable,” said Land.

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