Aspire Academy is a free public middle school in San Antonio. It is a charter school sponsored by the Knowledge is Power Program (KIPP for short). Their goal is to provide a path to college for traditionally underserved communities.

One challenge of this project was the strict corporate branding guidelines for KIPP schools, which require the KIPP logo to be used preceding any school name.

We were given the school name and asked to develop a logo, an identity and a mascot for the school. Aspire Academy uses the arrow to show upward progress and achievement. The letter "A" also provides a perfect shape to accentuate that upward movement. The arrow imagery stands nicely on its own and also ties in well with their mascot, the Archers.

One of the goals of the project was to make the school appear as exclusive and private as possible to hint at the quality of education that is traditionally only expected from a private school. This is achieved with the use of classical type faces in a conservative arrangement.