Introducing a New Brand Identity for Loomis Chaffee Athletics


Late last fall the Athletics Department, along with the Office of Strategic Communications and Marketing, began the project of creating a cohesive visual identity for Loomis Chaffee athletics. Partnering with Summit Athletic Media, a creative agency specializing in sports marketing and design, a steering committee including Loomis’ sports information director and graphic designer led by athletics director Sue Cabot and by Lynn Petrillo ’86, director of Strategic Communications and Marketing, set out to pinpoint the character of the athletics program and create a design that they felt reflected it. The result is a new, cohesive look specific to the Athletics Department, reflecting the strength of the athletics program and its mascot, the Pelican.

After several initial weeks of research and discussions with community members, the athletics branding committee comprised of coaches and student-athletes began meeting with Summit Athletics, and drafts of the new athletics logos and style guide were put into place. Discussions and revisions ensued, with additional input from the school’s Brand Identity Committee, and this spring Summit Athletics presented the school with a full style guide that was accepted by all the constituencies involved in the process. “We are thrilled with the new visual identity of the Athletics Department and how it aligns with the program’s mission to challenge student-athletes of all levels to be their best selves and to embrace the common good of sportsmanship, teamwork, and fair play, inspiring in them a pursuit of excellence,” Lynn says.

“The Loomis Chaffee athletics program has a history of excellence, but unfortunately the department has never had a symbol or an image that really represents them. The department as a whole lacked unity when it comes to an image that represents that excellence. Our goal was to create something that is bold, unique, and reflects on our athletics history,” explains Director of Athletics Susan Cabot.

With the impact of the COVID-19 pandemic on sports in the fall term, the new visual identity serves as a reminder that the school remains united and, rallying around the Pelicans, will come together again to support and cheer on their teams.

Soar Pelicans!