Superintendent Explains School District Logo

Earlier this week, the Portsmouth School Committee approved the first 

After several Portsmouth Patch users raised questions about this new logo, we thought we'd take a closer look at what this logo means for the district. Who created this design? What were the costs?

The logo design was created by Deanne Fulner Design, a firm based out of Naperville, IL. The cost was $500, according to Superintendent of Schools Lynn Krizic.

According to an e-mail from Krizic, the new logo will not replace the current Portsmouth High School logo. The "lighthouse" logo is meant to represent the entire school district, not any one particular school. 

"Currently, the district does not have a logo design, only the high school has a logo. Like Middletown and Newport, they each have district logos, and their high schools have their own logo.

"The logo is intended to represent the entire school district, not a single school. No changes have been or are being made to the high school Portsmouth Patriot logo. 

"The impetus for trying to create a visual image of the district came from the redesigning process of the Web site. As our Web-design committee analyzed various exemplar Web sites, it was noted by both the committee and the Web designer that Portsmouth did not have a logo branding itself as a school district. This committee, made up of staff and community members, were involved in evaluating the logo options developed.  

"Because there is no old ‘district’ logo, there are no replacement costs. As we need to create written correspondence to families, businesses, etc., we have made our own letterhead using the computer and copy paper. Printing new correspondence by inserting the logo creates no new or additional costs for the district.  

"The cost of design services was $500. This was inclusive of the designer reading our strategic plan, reviewing our Web site, looking at the district’s mission, vision, values and goals, asking questions, generating at least three options, and making revisions to the options presented. Additionally, this cost included revisions and development of the files necessary for printing, use on Web site, etc. Design services can range into the thousands of dollars, but we sought the least costly option providing the highest quality service. Services need only to be bid if they exceed $5,000. 

"We are excited to be able to launch our new Web site in January and increase opportunities to provide information in more easily accessible ways for staff and community. Like other high performing school districts around the country, we believe our logo will help to communicate the vision of a commitment to excellence in education as well as our desire to be a ‘lighthouse’ school district, one that sets the standards in the nation and one that others look to for inspiration.

"As one community member shared, this logo is an important building block; its professional appearance in all communications sends a message about the district, helps to communicate its identity and aspirations at the many points it touches stakeholders."