Demanding About Branding

 

Each February, Headmaster Schaffer challenges Liberty Common staff to a “Clerihew Poem” contest—an ode to the quirky, four-line poetic form made famous by G.K. Chesterton’s friend Edmund Clerihew Bentley. This year, I was honored to receive the Juventas Prize for my poem about LCS librarian, Paige Gowing. Yet, the entry resonating most with me came from Mrs. Nancy Hoyer, whose verse read:

 

 

I laughed—because it’s true.

 

Over the past two years, Liberty Common School has undertaken a subtle yet meaningful refresh of its brand. From carefully selected fonts and an updated color palette, every element was chosen to reflect the school’s rich history and classical philosophy. The color names—Boston Harbor Blue, Romanesque Red, Capitoline Grey, and Monticello White—were not assigned by a design firm, but by LCHS students. Led by student leaders and Mrs. Meg Salazar, the naming process sparked meaningful discussions about the aesthetic values defining Liberty’s identity.

But branding isn’t just about colors or logos. It’s about telling a consistent and compelling story—our story. At Liberty Common School, this story is characterized by strong vision, perseverance, and excellence. It’s reflected not only in academic success, but in student-life programs, championship athletics, and a strong sense of community.

In 2023, I had the opportunity to attend the Finalsite University conference, hosted by the company powering the school’s website. There, keynote speaker, Dr. Americus Reed II, Marketing Professor at the Wharton School, said, “Brands are more than just logos; they’re value-driven meaning systems that resonate with our personal identities.  The brand is a true asset, and if you invest in the brand, and if you create a very deep, well-articulated, clear, and richly understood meaning system, in addition to the external markers — you’re on the right path.”

This message stuck with me. By using a shared and unified vocabulary rooted in the school’s mission and vision, we reinforce the school’s purpose across every campus and classroom. And when this language is paired with consistent visual elements, we create a recognizable, cohesive presence communicating what the school is and what it stands for.

This is why I’m so particular—some might say demanding—about ensuring every printed piece, flyer, email, or social-media post consistently reflects Liberty’s story.  Whether it’s a kindergarten invitation or a campus-wide announcement, I believe every detail is an opportunity to reinforce who we are. Nancy’s poetic jab made me laugh, but it also reminded me our brand deserves this level of care and consistency.

When a parent visits our website, a grandparent attends a concert, or a student wears a Liberty athletics hoodie, the visual consistency quietly signals something powerful: Liberty is a place that values excellence, tradition, and unity.

As we continue to grow—adding new programs, new students, and even new campuses—our brand remains a steadfast anchor. It reminds us where we’ve been, and guides to where we’re going. 

So, yes, I am (and rightfully so) “demanding about branding.”

Liberty Common School Emblems