The American School Foundation
The American School Foundation celebrated its 125th anniversary in 2013. In honor of this incredible milestone, the ASF saw an opportunity to refresh its brand. Interbrand Mexico City undertook a comprehensive market analysis to help identify and define that opportunity.
We proposed a complete brand rejuvenation and created a new logo for this historic school. ASF says of the new logo on its website: “One thing you will notice this year is that ASF is innovating. Our new logo, while simple, brings together many elements, including the tradition of the shield and the colors, and two intertwined flags representing Mexico and the U.S. Each side of the shield has three stripes, representing the core values of the institution (justice, understanding and truth) and the three focal points of our curriculum and activities (arts, academics and athletics).”
“We are excited to present it to you,” ASF announces. “Join us in sharing your pride for our school community! ASF thanks Interbrand, the world leader in brand consulting, for its invaluable support throughout this process.”
The logo reflects both, the institution’s new reality, and a modern, vanguardist, international school while maintaining the elements that defined it. ASF’s Board of Trustees has ratified key strategic directions for the school’s future, taking the school from its founding as a kindergarten in the home of American industrialist John R. Davis with educational leadership from his mother-in-law Bessie Files to a diverse school committed to academic excellence.
The school is committed to completing a wellness center, theater of fine arts center, visual and performing arts classrooms and remodeling of the lower school and early education childhood center buildings. With a new logo and strategic vision for the future, the school is excited for this bright new era.