This month I am proud to officially introduce the Orcutt Union School District’s new tagline and logo to our community.

          Last school year, our district adopted a new strategic plan. During the many conversations and input sessions about the plan, we realized that our district needed to refresh its brand as well. We had been using the same catchphrase and emblem for over three decades, and we needed new words and symbols that represent the values and direction articulated by the strategic plan.

          Our new tagline – “Where excellence shines and community thrives” – encapsulates our district’s mission and vision. It reflects our commitment to academic achievement, excellence from students and staff, and community partnership. It represents the bright futures for students we all have a part in developing.

          Our new logo, shown here, denotes the strong connection between our district and community. The oval shape stands for the “O” in Orcutt, while the banner underscores district pride and unity. The top part of the emblem features a school building modeled after the architecture on our campuses, while the bottom part of the emblem represents our town, highlighting the deep connection and mutual support between our schools and community that is emphasized in our strategic plan. At the very top of the emblem, stars symbolize our students, reflecting their bright futures and tying directly to our tagline, “Where excellence shines and community thrives.”

The tagline and logo are the product of months of input from members of our district and school communities. A marketing firm solicited ideas from focus groups of students, parents, and staff, and from the school board. The firm then created options for a new tagline and logo. The tagline was quickly embraced, while the logo underwent several iterations before finally winning over our interest holders.

Along with the tagline and logo, the district also has three key messages that describe what we value in our schools:

     “Innovative Excellence: Creating experiences with a strong academic curriculum and limitless opportunities for success.

          “Deep Community Roots: Forging connections that span generations and welcome families to our shared legacy.

          “Driven to Succeed: Fostering inclusive environments dedicated to character development and lifelong learning.”

          District trustees formally approved the new branding in December. Since then, the new tagline and logo have gradually been incorporated into district communications, including the district’s website and Facebook page, in what could be termed a slow roll-out. Signage and other elements are to come.

“We wanted to refresh our brand to better communicate what our district is about: raising student achievement, pursuing excellence, and community,” says Liz Phillips, president of the Board of Trustees. “It was important to us to have a logo that captures an ‘Orcutt’ feeling.”

          We hope people in our community appreciate our new brand. By sharing our new logo, tagline, and key messages, we reinforce our commitment to shaping bright futures for our students and fostering a thriving community that supports every learner’s journey.