STAT is the largest and longest established science teachers association in Texas and is the only general science education association in the state. STAT serves science educators of all disciplines and grade levels, including elementary education, environmental science, earth science, biology, chemistry, informal science and physics, with professional development, networking, and advocacy. Several dynamics over its 60+ years as an organization led to brand confusion and a lack of clarity and understanding about STAT’s positioning, purpose and brand hierarchy.
Through a brand audit, including focus groups with educators from across the state, we were able to identify STAT’s brand purpose: To inspire discovery of the world through science.
We expressed the ideas of discovery, inspiration, passion and science in a new logo and visual identity. The logo features an abstract atom mark, bright and dynamic colors, and custom-drawn letters to project a sense of forward movement within the logotype.
We created extensive brand guidelines, a new paper system, and member swag for the brand reveal.