High school athletics unveil new look

by: MHS ATHLETICS - Primary logoWhen Madras High School athletic director Rory Oster was hired, he had an idea to make the athletic department, thus the school, stand out in the crowd without a single result on the playing field.

His idea, through collaborations with just about all the groups that make the school and its programs function, is now a reality — and it looks pretty tough.

The rebranding of the athletic department, complete with a modern (and ferocious) White Buffalo as the school's new primary logo, has been finalized and is ready for use.

"I wanted to make the athletic department better, and I thought this was one way to do it," Oster said. "I wanted to sell it and get the community, student-athletes, coaches and parents something to get excited about, and I think this will do it."

Working with a firm that specializes in high school branding, B1Self Branding out of San Diego, Oster said the process was straightforward and began in late January, so relatively speaking, it didn't really take that long for a final set of identifiers to come back.

"People haven't really had a sense of what Madras is," Oster said. "One of my goals is for people to see our logo and immediately think of Madras. We are the White Buffalos. That is who we are, and people should know that."

The primary logo, which will be used in all department letterheads and official correspondence, features a stylized MADRAS set in "Newsflash" font, bumped next to the new-look White Buffalo mascot.

by: MHS ATHLETICS - Secondary logoThe secondary logo, with the red M set next to the mascot, will be used mainly for fan merchandise. It will also grace center court in the gymnasium once the floor is resanded and painted this summer and be part of sport-specific designs, according to the brand book provided to Oster from B1Self Branding.

Interlock logos include the stylized M by itself in the official school colors — royal blue, red and white — and tweaks to the secondary logo also have the M in royal blue and white.

by: MHS ATHLETICS - Mascot logoOster said the response he has received has been overwhelmingly positive.

"The kids like it because it has a modern look," Oster said. "I think people are ready for a little bit of a change."

With School District 509-J's bond project construction on new athletic facilities set to begin this summer, Oster said this was the perfect time for the rebranding project.

"This is a great time to add to the excitement of what we're doing with athletics, and in the district in general," Oster said.

The Buff Boosters, school administration, school leadership and coaching staff were all consulted and had their say in the process Oster said, and that's what makes this project all the more special.

"There was a lot of community involvement in this. There's not a chance I could have done all this on my own," Oster said. "Many people deserve credit for this, but the bottom line is that it will help our kids and the district."

For more information on the rebranding project, and information on how to be the first to have the newest fan merchandise, contact Oster at Madras High School.

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