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The art of rebranding

New Hampshire Union Leader

December 26. 2013 12:05AM

MANCHESTER — City school officials want a new logo for the city schools, and they've put two selections out to the public for a vote on which logo will identify city schools.

Officials say the two are the finalists among 22 submissions made by students after a call went out for submissions in late October.

One is a Millyard clock tower with difficult to read script, which reads "Teaching the Future Leaders." The other features several different-hued hands and forearms thrust skyward; one of three variations of that logo includes the double-entendre "All Hands Up."

According to an email from Assistant Superintendent David Ryan, the school district's executive team determined on Oct. 18 that a new logo was needed. The current logo uses the letters MSD and has an apple fill in the middle of the D. It includes the slogan "Fostering lifelong learners."

By Nov. 22, students had entered 19 submissions, which were sent to a committee of school officials, parents, teachers and school board members.

They narrowed the selections down to the two finalists.

"There are lot of things that are 21st century that are happening, and a new logo might go along with that," said school board member Sarah Ambrogi, who was named to the selection committee. She said the image of arms reaching for the sky relays the idea of students achieving their aspirations.

She expects the cost of changing a logo would be minimal.

The two logo selections were put on the city school website — — last week, and viewers are asked to vote on their preference. The voting will continue until Jan. 31, and the winning entry will be announced the following day, Ryan said.

The communications coordinator, who has yet to be hired, will play a role in tweaking the message, tagline and "other associated information moving forward as we produce new collateral material for the district," Ryan

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