MTCS COUGARS
Commissioned rebranding project
Middle Tennessee Christian School provides a Christ-centered, academically rigorous education in a nurturing environment that prepares and encourages students for lifelong learning and service in God’s kingdom. MTCS was established and received its charter in 1960, while welcoming their first students in 1962. Originally a K-8 grade school, MTCS slowly added more grades until they had their first high school senior graduation in 1979.
The school mascot was the Beavers until they became the Cougars in 1976 based on student popularity.
MTCS offers several athletic programs for Elementary (Pre-K4 - 6th grade), Middle School (6th - 8th grades) and High School students (9th - 12th grades).
The athletics’ purpose is to prepare students for lifelong learning and service in God’s Kingdom through their participation in a God-honoring, Jesus-following, and championship-winning athletic program.
Core Brand Values
– Mind
– Spirit
– Body
Project Goals & Solution
Based on the discussed goals, discovery and research, we set out and created a more modern, cohesive and flexible brand identity system for the MTCS Cougars. The will aim was to give the identity a look and feel that is more inline with a high level collegiate / professional sports organization that will garner excitement for years to come and better match the school’s purpose of being a championship-winning athletic program. The foundation of the new branding system was crafted with bold and clean lines that will help create dynamism and flexibility, meaning these logos will work great as black / white and be enhanced with color rather than relying on color as a crutch.
Brand Traits
Proud / Confident / Loyal / Spiritual / Positive
Key Emotions
Pride / Excitement / Confident / Belonging / Competitive
Scope & Deliverables
– Primary Logo System
• Primary
• Cougar Mark
• Head Mark
• Custom Wordmark
– Secondary Logo
– Alternate Wordmark
– Paw Mark
– Custom Script Mark
– Sport Specific Wordmarks
