In the last 20 years, private sector support of public education in the United States has grown substantially. Launched in 1989, New Visions for Public Schools “designs, creates and sustains great schools for New York City’s highest-need students.”
Backed by supporters such as the Bill and Melinda Gates Foundation and the U.S. Department of Education, New Visions supports a network of 73 public schools, operates a growing network of charter schools and, with its institutional partners, prepares new teachers through a teacher residency program.
The organisation’s logo — an image of a sun rising behind the name — was designed in the early ‘90s and was no longer ideal. “It wasn’t unique enough to be instantly recognisable; it didn’t have the visual impact appropriate to a leader in its field; and wasn’t flexible enough to work in new media.” (Quoted from the press release.)
So New Visions asked Chermayeff & Geismar to design a modern mark that would be instantly identifiable, work in new media, and unite all of its operations under one identity. Designed by partner Sagi Haviv, the new mark is a “V” formed by three escalating bars.
“The sunrise image has become somewhat clichéd — the new abstract symbol is a more modern and original visual identity. Although the new mark is less literal, the three bars suggest both growth and dynamism, as well as climbing steps, and is simple enough to work everywhere. We also felt that “Public Schools” is an integral part of the name and should not be treated as a caption.”
— SAGI HAVIV
The new design will be implemented this winter.
View more work on the Chermayeff & Geismar website.
Related, from the archives:
An interview with Sagi Haviv