Rebranding the Hammond School involved updating a brand that was already familiar to many in the Midlands of South Carolina. Though well recognized, the school suffered from a very fragmented identity centered around a dated logotype that wasn’t striking or consistent in its use. In addition to the logotype, the school commonly used a globe illustration as well in its marketing materials. This element represented Hammond's focus on creating an educational experience with a worldwide perspective. Combining these two elements created a new logo mark that not only included visual continuity, but also a stronger and more graphically improved presentation. The bold use of the school's PMS red provided continuity to the color palette, as well as a visually engaging presence to the new brand. In addition to the mark, Hammond received a comprehensive standards manual to unify the look and feel of the new brand across the school's many graphic applications.