TECA
School Branding & Visual Identity
Brand Identity · Logo Refresh · Visual System
Visual identity redesign for Thomas Edison Charter Academy, a public K–8 school in San Francisco. The project modernizes the existing identity while preserving its core concept and symbolic meaning
Goal
Refresh the school’s visual identity to create a contemporary, flexible system that reflects creativity, curiosity, and a positive learning environment while maintaining continuity with the existing logo concept
Approach
• Analysis of the existing identity and its core symbolism
• Logo refinement with updated typography and proportions
• Reinterpretation of the lightbulb symbol to emphasize ideas and innovation
• Development of a balanced color palette expressing growth, optimism, and creativity
• Creation of an adaptable identity system that scales across digital and print applications
• Logo refinement with updated typography and proportions
• Reinterpretation of the lightbulb symbol to emphasize ideas and innovation
• Development of a balanced color palette expressing growth, optimism, and creativity
• Creation of an adaptable identity system that scales across digital and print applications
Result
A cohesive and flexible visual identity system that preserves the spirit of the original logo while delivering a modern, recognizable, and versatile brand for everyday school use
Role
Art Direction • Brand Identity • Logo Refresh • Visual System
