Bullpen Marketing Improves School Branding with Logo Makeover

All-girl Catholic school seeks versatile tiger design to demonstrate its personality

HOUSTON (May 16, 2007) - Bullpen Marketing, a marketing firm specializing in promotional products strategy and a wide range of marketing services, rolled out the new look of St. Agnes Academy’s tiger logo at its Athletic Awards Banquet this week. The updated design better reflects the school’s personality "strong, alert and capable" and replaces the old version, which school administration felt was simplistic, inconsistent and old-fashioned.

"St. Agnes had problems managing the look of their brand," said Colin Hageney, president of Bullpen Marketing. "Girls on the softball team were wearing a completely different tiger than those on the soccer team. Inconsistency makes it difficult to establish a brand, especially when competing for student enrollment."

Bullpen had several meetings with administrators, faculty and students to determine the best approach to redesigning the logo. The resulting feedback was clear and direct. The tiger logo must be versatile so all groups could easily substitute their name while representing the same tiger.

The new logo depicts the portrait of a black, gold and white tiger within the shape of a shield. Tigers is printed in white text on a black background directly above the image. St. Agnes is printed above Tigers and is curved to represent the top of the shield. This placement allows words like softball or soccer to be substituted for Tigers, and it also meets the school’s requirements that the logo be appropriate for any school activity. The tiger can be brought out of the shield to stand alone on spirit wear or uniforms.

"[We express] our deepest appreciation for all of the outstanding work that Bullpen Marketing has done," said Greg Price, PKF Texas and St. Agnes Booster Club volunteer. "[We] put a lot of pressure on [Bullpen] to meet some deadlines in a short period of time, and they came through and did a wonderful job. The T-shirts were a hit. I couldn’t be happier. We have bags, hats; everything we need."

About Bullpen Marketing

Bullpen Marketing is a Houston-based marketing firm specializing in promotional products and a wide range of marketing solutions, which help companies promote the value of their products and services. From branding to lead generation, Bullpen works within a client’s budget to help them communicate better and sell more products and services. Incorporated in 1997, Bullpen is a rapidly-growing company with both local and national accounts. It’s the preferred supplier for the American Marketing Association - the largest global association of marketing professionals. Other clients include many Fortune 500 companies, the National Association of Stock Plan Professionals, NACE International, and Archdiocese of Galveston-Houston. Bullpen is a member of the American Marketing Association, Advertising Specialty Institute, Better Business Bureau, National Catholic Education Association, and the Promotional Products Association International. Learn more at www.bullpenmarketing.com