Timeline of Hudson Cliffs school brand story from 1929 to 2023, featuring a large blue number 187 with a stylized eagle logo inside, and text describing the eagle as the mascot, modernized logo for web and social media, school colors navy blue and golden yellow, and font style.

Ask me about branding an institution with strong ties to its community.

PSIS 187 Elementary and Middle School

PSIS 187 Hudson Cliffs in upper Manhattan opened in 1929, and at one point all three of my children attended. I noticed that they lacked a modern brand identity, had inconsistent branding communication, and relied on outdated clipart for their eagle mascot. Collaborating with another parent and the middle school's Assistant Principal, I designed a new logo that honored the past, present, and future of the school. The school numbers were represented in a 1920s-30s font, while the school name was updated with a contemporary, medium-weighted san serif font, reminiscent of college fonts. To ensure consistency, I provided variations and separable elements for future designers. The logo serves as a symbol of school pride, and is used in merchandising and communication, fostering a strong brand identity for the community.

Project duration: 4 weeks.

White mug with a black logo of the number 187 and an eagle, and the text 'Hudson Cliffs.' The mug is placed next to a parent notification/consent form for Hudson Cliffs School.
A sticker with the year 1971 in large blue numbers, featuring a stylized eagle's head in gold within a swirl in the center, and the words 'Hudson Cliffs' in orange below.
A collage of four promotional graphics for Hudson Cliffs 187, featuring a welcome fall message, an art show announcement, a February break message, and a spring break announcement.
A school sign for Hudson Cliffs, located at 349 Cabrini Ave, New York City, NY 10040. The sign prominently features the name 'Hudson Cliffs' with the number 187, and includes names and titles of staff members, along with contact information, and a logo of an eagle with a lion's face.
A young girl wearing a pink face mask, a pink t-shirt, and colorful socks stands in front of a large outdoor banner at a community event. The banner displays the words "Show Your Thanks" and details about a virtual event called "187 Thankfest" to acknowledge and close out the year 2020, with instructions to submit entries by December 20 and to watch streams by December 30.
Graduation banner celebrating Hudson Cliffs' 2023 graduates, with a blue mortarboard, a golden tassel, and a golden eagle emblem, set against a black iron fence and green plants.
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