The ASCD Brand Book

ASCD’s 70th anniversary created an opportunity to refresh a longstanding identity while preserving the character and purpose that people valued. That connection was deeply rooted. Staff regularly celebrated 10-, 15-, 20-, 30-, and even 40-year work anniversaries. Collaboration and commitment shaped the culture, and members were ambassadors for the organization alongside its employees. The challenge was to modernize ASCD’s visual identity without losing that sense of belonging, then help staff and outside creative partners apply the refreshed brand consistently as the organization evolved.

Market research and audience insights informed the rebrand’s look and feel, grounding creative decisions in an understanding of the people ASCD served. The refreshed logo retained the familiar acronym for the Association for Supervision and Curriculum Development. Rounded letterforms brought a more contemporary expression to the mark while preserving its connection to the organization’s history. The goal was to modernize the identity without losing its soul. The brand book was the culmination of that work. It translated the refreshed identity into practical guidance for day-to-day communications, giving staff a shared reference for expressing the brand consistently. An external-vendor version extended that guidance to creative partners working beyond the internal team. Together, these resources helped carry the rebrand from a visual concept into everyday practice, connecting ASCD’s legacy with its next chapter.

Art Direction and Design. I helped translate the refreshed identity into a practical brand resource, connecting its visual expression with guidance that staff and creative partners could use in their work.

Art Direction & Design: Reece Quiñones Creative Direction: Gary Bloom Designer: Thomas Lytle