Butler Tech, one of Ohio’s largest career and technical schools, is set to introduce bold new brand positioning in 2018. Designed in partnership with award-winning Cincinnati agency Northlich, the update is aimed at modernizing the Butler Tech brand and to more closely align with how the school is seen in the local community.
The new branding will include “BT” to better reflect how students know and talk about the brand. The logo redesign reflects the school’s mission to transform lives by making students career-ready and college-prepared. The arc has been updated to a “swoop,” which signifies a transformational pathway with forward momentum and energy. That momentum is further reinforced with the vibrancy of the color orange, which combined with blue, provides a contemporary evolution of the previous gold and black.
The new brand identity is rooted in feedback from the Butler Tech community, emerging from extensive research and discussions with students, parents, staff, and community partners. These interviews offered powerful comments about how Butler Tech is perceived as bold, flexible, smart, and inspiring.
“We undertook this journey to ensure that our visual identity is a meaningful representation of the Butler Tech brand,” said Michael Beauchat, Director of School and Public Relations for Butler Tech. “Our partnership with Northlich has led to an exciting, modern aesthetic that better reflects who we are as a brand and helps bring to life the possibilities, opportunity, and passion that are part of the Butler Tech experience.”
Butler Tech’s new branding will begin appearing in the community in phases, starting in February with some of the district’s digital assets. Additional changes will be introduced over summer in preparation for the 2018-19 school year.