By Lea Kahn, Staff Writer
With great fanfare, the Lawrence Township public school district’s new logo a red “L” on a shield and its new tagline “Lead, Achieve, Succeed” were unveiled by school district officials earlier this month.
The logo and the tagline grew out of efforts by the school district’s marketing committee to create a “brand” for the school district, said Crystal Edwards, the superintendent of schools. The goal was to create an identity for the district that sets it apart from other school districts.
”We have been working really, really hard to identify our district as the place to be (and) where you want to have your children educated,” Ms. Edwards said as the logo and the tagline were presented to the school board.
The new logo, which includes the tagline, has already been posted on the school district’s website at www.ltps.org. It will also appear on the district’s stationery and business cards. It will not replace the individual mascots at each of the seven schools.
Students start out as a falcon, an eagle, a dragon or a mouse, but all end up as a cardinal, Ms. Edwards said, referring to the mascots at the four elementary schools, the intermediate school, the middle school and the high school.
Looking at the school district as a whole, the objective was to look for one thing that “really unites us,” she said. That’s how the marketing committee came up with the logo and the tagline. The three words “Lead, Achieve, Succeed” represents “the business that we are in,” she added.
”Everything that we do, we try to be leaders in it, we try to achieve and we definitely succeed at the things we do,” Ms. Edwards said.
The new logo also is intended to “get the word out” about the Lawrence Township public school district, she said. The school district has attempted to inform the community about it through its period “community conversations,” the district’s Web site and “The Link,” which is the district’s monthly newsletter.
The superintendent acknowledged that creating the logo and tagline was not easy, given the 20-member marketing committee made up of school district officials and board members. But with the help of Paul Schindel and Three Bears Communications, the task was completed, she said.
School district officials felt “we could do better” at projecting the school district’s image and to find a way to convey its values, said school board president Laura Waters. That is typically achieved through visual means, she said, pointing out that for example, “everyone knows the (Lawrence High School) cardinal.”

