by Carrie Schmelkin/New Canaan Advertiser

In tough economic times, corporations are turning the creative wheel to lure back customers, some spearheading brand redesigns as part of their makeover. Pepsi, Gatorade and Snapple are just some of the latest manufacturers to jump on the brand revamping bandwagon, with public and private schools now joining in.

New Canaan Country School students were first introduced to their new logo this September, as they arrived for the first day of class and saw a banner hanging high above the main entrance doors. “We have been relatively low-key historically about our marketing presence — not been aggressive advertisers or pushed ourselves on the market,” said Tim Bazemore, school headmaster. “But it’s important for any institution in a competitive environment to make people know who they are so they can make good choices.”

Drawing from two former logos illustrating a shield and the main entrance doorway, the new symbol was designed to reflect the school’s commitment to diversity and dynamic learning, as well as to incorporate more modern elements.

“The old logo reminded me of a country club logo,” said Joanna Moley, an eighth grader. “I like the new one because it reminds me of what I think of when I think of the Country School.”

The new emblem retains the original shape of the shield and displays the founding year, 1916. It also includes a white spiral, signifying school vibrancy, as well as white vertical lines representing the columns in front of the school’s main entrance, according to administrators. The graphic is blue and white, school colors, and now green to represent the school’s commitment to sustainability.

Bazemore said he hopes the new logo will also reflect the diversity of the school. While the shield design included religious crosses and Latin writing, the new one is more

secular. Further, the words “Country School” are larger than “New Canaan” to emphasize that the school draws from all areas.

Director of Communications Jennifer Christensen, along with a dozen others, led the redesign process. Their ideas came to life through Good Design of Deep River. “We tried to connect with the past and explore energy with the future,” said Christensen. The process began with an eight-month intensive study, during which time neighboring and

local families were polled about what they thought of the school and other schools in the area, and how to create a logo that would reflect Country School values. “We didn’t really used to promote ourselves,” said Christensen, “but now there are more choices, including a fine public school system.”

Administrators were pleased with several poll results, specifically that 73 percent of respondents felt the Country School had a favorable reputation; 78 percent also said that after visiting the school for the first time, they enrolled their children. Of concern, however, was that when asked to name independent schools in Fairfield County, 51 percent of participants did not list the Country School.

“We are not as widely known as we like to think we are,” said Bazemore. Hoping the new logo will “pop off the page with energy,” he noted that it reflects what was said about the school in the survey, particularly about its diversity, modernism and leadership.

Green was added to the symbol to represent the school’s headway in sustainability efforts. Gov. M. Jodi Rell last year deemed the upper school Steven’s Building the “greenest school building in the state of Connecticut.”

The school’s commitment to sustainability does not end with the Steven’s Building, however, as all grades are required to learn about the green initiative. “We have a board effort this year to think of the next decade of sustainability in the school and come up with recommendations for the next year,” said Bazemore. “We have been a leader in independent schools in sustainability for the last decade, but how can we lead in the next decade?”

Since its launch on school letterheads, memos and newsletters, the new logo has been met with “overwhelmingly positive” feedback, said Bazemore, despite being part of the first redesign since the shield was introduced in 1938. “It’s created an upsurge of pride in the school,” he said, “and an eagerness to express more clearly and visibly that we are the Country School and that this is a fantastic place.”