Palma

Category · Campaign + Branding

Comprehensive rebrand for Palma School, a Catholic institution for grades 6–12 in Salinas, California. Formerly an all-boys school, Palma began welcoming girls. Led creative direction and design across the brand identity, visual system, merchandise, signage, and sub-brands. The rebrand honors Palma’s legacy while bringing a modern, unified look that resonates with today’s co-students, families, and community.

Palma School Instagram

Before

We took a look at Palma’s storied past to help set a course for its future. A long, proud history with deep roots in the Salinas Valley.

The old Palma School branding, while rooted in tradition, felt visually outdated and lacked the refinement needed to represent the modern identity of the school. The heavy use of red and bold, blocky designs came across as overpowering and failed to communicate the sophistication and growth Palma
has undergone.

Before

We took a look at Palma’s storied past to help set a course for its future. A long, proud history with deep roots in the Salinas Valley.

The old Palma School branding, while rooted in tradition, felt visually outdated and lacked the refinement needed to represent the modern identity of the school. The heavy use of red and bold, blocky designs came across as overpowering and failed to communicate the sophistication and growth Palma
has undergone.

After / Expanding The Brand

In evolving the logos of Palma, we wanted to make sure each didn’t exist in isolation, rather that they form a cohesive family.

After / Expanding The Brand

In evolving the logos of Palma, we wanted to make sure each didn’t exist in isolation, rather that they form a cohesive family.
Wordmark

The Palma School wordmark, using the Rasbern sans-serif font, blends Celtic tradition with modernity. Its fluid curves, inspired by palm trees and arches, reflect Palma's Californian identity and support a gender-neutral, co-educational ethos. It is used by all academic offices and departments.

Wordmark

The Palma School wordmark, using the Rasbern sans-serif font, blends Celtic tradition with modernity. Its fluid curves, inspired by palm trees and arches, reflect Palma's Californian identity and support a gender-neutral, co-educational ethos. It is used by all academic offices and departments.

Primary

The Primary Logo marks a new chapter for Palma, symbolizing the shift to co-education and broadening its appeal to all students and families across the Central Coast.

With a modernized shield, a nod to Catholic tradition, the logo reflects Palma's rich Salinas Valley history while embracing a global faith-based outlook. It's designed for use on uniforms, non-athletic merchandise, and primary school signage.
Primary

The Primary Logo marks a new chapter for Palma, symbolizing the shift to co-education and broadening its appeal to all students and families across the Central Coast.

With a modernized shield, a nod to Catholic tradition, the logo reflects Palma's rich Salinas Valley history while embracing a global faith-based outlook. It's designed for use on uniforms, non-athletic merchandise, and primary school signage.
Merenti

Vintage versions of the Merenti were examined to enhance its cleanliness, versatility, and scalability for use across screen, print, and embroidery.

The updated Merenti, featuring a strong black aesthetic inspired by vintage logos, will be used on all stationery and for the president's office. The design includes an enhanced ring, simplified ribbon, quadrants, and Roman numerals, adding tradition and distinction.
Merenti

Vintage versions of the Merenti were examined to enhance its cleanliness, versatility, and scalability for use across screen, print, and embroidery.

The updated Merenti, featuring a strong black aesthetic inspired by vintage logos, will be used on all stationery and for the president's office. The design includes an enhanced ring, simplified ribbon, quadrants, and Roman numerals, adding tradition and distinction.
The Palma House System

The Palma House System places students in one of four houses for their entire school journey.

The logo cleverly blends the palm motif with the architecture of Palma’s church houses.
The Palma House System

The Palma House System places students in one of four houses for their entire school journey.

The logo cleverly blends the palm motif with the architecture of Palma’s church houses.
Mascot

The Palma Chieftain Mascot Logo boldly represents athletic valor and spirit.

With Victory Gold armor, a Palma Red cape, and palm-branch-inspired shoulder armor, the Chieftain’s resolute gaze and downward sword symbolize honor and distinction. The Athletics Logo on the shield captures Palma’s rich heritage and relentless pursuit of victory.

Design by hssn_dsgn
Mascot

The Palma Chieftain Mascot Logo boldly represents athletic valor and spirit.

With Victory Gold armor, a Palma Red cape, and palm-branch-inspired shoulder armor, the Chieftain’s resolute gaze and downward sword symbolize honor and distinction. The Athletics Logo on the shield captures Palma’s rich heritage and relentless pursuit of victory.

Design by hssn_dsgn
Athletics A refreshed design stays true to tradition while offering a more modern, polished look. The iconic "P" remains central, with subtle refinements in shape, outline, and color depth, amplifying its bold presence.

Whether on the field or in the stands, the updated design reinforces the pride and legacy of the athletics program.
Athletics A refreshed design stays true to tradition while offering a more modern, polished look. The iconic "P" remains central, with subtle refinements in shape, outline, and color depth, amplifying its bold presence.

Whether on the field or in the stands, the updated design reinforces the pride and legacy of the athletics program.
Alumni

The 'Palma Alumni' logo represents tradition and continuity.

The interconnected 'A' in 'Palma' and 'Alumni' symbolizes the strong bonds among alumni, highlighting the lasting relationships and supportive community that flourish after graduation.
Alumni

The 'Palma Alumni' logo represents tradition and continuity.

The interconnected 'A' in 'Palma' and 'Alumni' symbolizes the strong bonds among alumni, highlighting the lasting relationships and supportive community that flourish after graduation.
Foundation

The 'Palma Foundation' logo blends education with growth and support, reflecting the foundation’s commitment to student success.

The book symbolizes knowledge, while the palm emblem represents nurturing and growth. This refreshed design highlights the foundation’s dedication to academic excellence, balancing tradition with a forward-thinking mission.
Foundation

The 'Palma Foundation' logo blends education with growth and support, reflecting the foundation’s commitment to student success.

The book symbolizes knowledge, while the palm emblem represents nurturing and growth. This refreshed design highlights the foundation’s dedication to academic excellence, balancing tradition with a forward-thinking mission.
State Champions

State Champions

The Refresh

The primary brand colors for all Palma's touchpoints. Adopted a soft color palette to evoke warmth and reliability, creating a connection with the audience.

Branding

This versatile palette enhances design elements without overpowering them. By incorporating darker shades of red, gold, and green, alongside cream, grey, and black, it adds depth and versatility. The softer tones create a universally appealing and emotionally engaging visual identity.

Palma School’s typography reflects the brand's voice, balancing tradition with a contemporary touch.

The Refresh

The primary brand colors for all Palma's touchpoints. Adopted a soft color palette to evoke warmth and reliability, creating a connection with the audience.

Branding

This versatile palette enhances design elements without overpowering them. By incorporating darker shades of red, gold, and green, alongside cream, grey, and black, it adds depth and versatility. The softer tones create a universally appealing and emotionally engaging visual identity.

Palma School’s typography reflects the brand's voice, balancing tradition with a contemporary touch.
Banners

These banners showcase Palma's growth, athletic achievements, and recruitment efforts, combining bold visuals with a clear message of pride and opportunity.
Banners

These banners showcase Palma's growth, athletic achievements, and recruitment efforts, combining bold visuals with a clear message of pride and opportunity.
Illustration by Driana Tan
Illustration by Driana Tan
Uniforms

Logo placement, and color choices reflect Palma’s identity and allow for cohesive representation in various environments.
Uniforms

Logo placement, and color choices reflect Palma’s identity and allow for cohesive representation in various environments.
Photo Booth

Step-and-repeat banners provide backdrops for events, photos, and press opportunities, ensuring consistent brand visibility. Palma's design features a clean, repetitive layout that highlights the school's logo and key branding elements.
Photo Booth

Step-and-repeat banners provide backdrops for events, photos, and press opportunities, ensuring consistent brand visibility. Palma's design features a clean, repetitive layout that highlights the school's logo and key branding elements.
Identity
Identity
New Student Welcome Day

This welcome gift box helps new students feel instantly connected to Palma’s community. With branded items like a sweatshirt, lanyard, and laptop sticker, it fosters pride and a sense of belonging.
New Student Welcome Day

This welcome gift box helps new students feel instantly connected to Palma’s community. With branded items like a sweatshirt, lanyard, and laptop sticker, it fosters pride and a sense of belonging.