Delray Beach unveils vibrant new brand for Old School Square

In a recent government meeting, officials discussed the ongoing branding initiative for the Old School Square Campus, emphasizing the need for a cohesive identity that will endure for the next 10 to 20 years. The initiative began in October 2022, with the aim of transitioning from the outdated branding to a new, vibrant identity that reflects the campus's cultural significance.

The current branding, which has been in place for over a year and a half, was intended as a temporary solution. It lacks essential elements such as a comprehensive logo and ADA-compliant colors, prompting the need for a more robust branding strategy. The city commission was presented with the new branding proposal, but the agenda item was postponed for further information.

The branding process involved extensive research and community engagement, including a multi-day discovery session held in May 2023. The branding team aimed to capture the essence of the campus, identifying key attributes such as fun, vibrancy, inclusivity, and nostalgia. These characteristics were distilled into a brand story that positions Old School Square as a central gathering place for the Delray Beach community.

The proposed branding includes a new logo that is designed to be dynamic and original, reflecting the campus's architectural heritage while appealing to a modern audience. The branding initiative is seen as crucial for enhancing the campus's competitive edge among other venues and fostering a sense of community identity.

As the city awaits further discussions with the commission, stakeholders remain optimistic about the potential impact of the new branding on the Old School Square Campus and its role in the community.