why the refresh was needed
When Fleming County Schools came to us, they were clear about one thing: their old logo was holding them back. It felt dated and disconnected from the district’s identity today. In their own words, the logo “wasn’t something we can use across multiple platforms”.
The district needed a mark that could live on banners, websites, apparel, and social media without losing clarity. More than that, they wanted a design that captured their story. A story of progress, unity, and a future-focused vision.
starting with the story
Every logo project begins with our brand quiz, which helps districts clarify what their brand should communicate. Fleming’s responses gave us rich direction:
- a mission rooted in family, community, and high-quality education
- a vision to become a “District of Distinction”
- values like innovation, empowerment, and vibrant learning
- keywords such as future-focused, pride, and community
They also gave us a helpful “do not include” list: no books, no graduation caps, no county map outlines, and no futuristic lettering. Instead, they suggested a logo grounded in their covered bridge, a historic local landmark that symbolizes strength and connection.
exploring concepts
We developed four distinct directions.
- the gateway – an open doorway design, symbolizing access and opportunity.
- rooted in growth – a tree sprouting from the letter “F,” evoking strength and progress.
- form. function. fleming. – a modern, geometric take on the covered bridge.
- the journey ahead – the final chosen design, blending the covered bridge with a winding path that conveys progress and student journeys.
Each design was presented with potential taglines and mockups, from banners to student t-shirts, so the district could envision how the logo would function in real life.
the final logo
The selected mark,
the journey ahead, combines heritage with forward motion. The covered bridge honors Fleming County’s identity. The bold, winding road represents progress and every student’s path to success.
The upward motion of the road symbolizes optimism and a future without limits. Paired with a clean serif wordmark, the logo reflects a district deeply rooted in its community while always advancing toward excellence.
what this logo means for fleming
This is not just a new graphic. It is a unifying symbol for the district’s vision. It gives families, staff, and students a clear, consistent mark that represents both tradition and growth.
When people see it, they will see more than a bridge. They will see connection, progress, and the promise of distinction. These are the values Fleming County Schools lives every day.
the bigger picture
Logos do not change what happens in classrooms. They do shape how people perceive the district’s story. By choosing a design that honors its past and signals its future, Fleming County Schools now has a brand identity that matches its bold vision.
