Iris’ longtime client, Lower Merion School District, in suburban Pennsylvania, was opening a new middle school: Black Rock Middle School. This required moving students from their two existing middle schools into this new facility.  Iris had worked with the District when they rebuilt both high schools to develop mascots and expand their brand identity, so we understood the underlying tensions and excitement with this kind of a move.

While the new school was still in the planning stages, the students selected the “Royals” for Black Rock’s moniker, complementing the Dragons and the Knights at the district’s other middle schools. Strength, intelligence, and a sense of welcome are some of the qualities students said they wanted to represent them.

As Black Rock’s inaugural school year drew nearer, the district reached out to us to craft the visual identity for the Black Rock Royals. The new mascot would be center stage at Lower Merion’s elementary school promotion celebrations when rising 5th graders traditionally receive sweatshirts sporting the logo of their middle school destinations.