Since 1961, Richland High School has been a pillar of community pride with highly accomplished alumni and a thriving and inspired student body. In spring 2020, Birdville ISD leadership chose to change the school’s mascot to an identity befitting its rich traditions in a modern and relevant way. Richland High School is now identified as the Richland Royals.
To create a new graphic identity representative of “Royals,” the District enlisted BrandEra, a 17-year-old branding agency, with the unusual expertise of public school marketing and brand development.
The initial need was to bring to life exactly what a Royal is. In a highly responsive timeframe, BrandEra facilitated Zoom focus group meetings with students, school leaders and community members to hear their opinions. Upon this feedback, a variety of mascot samples were presented, being mindful to key descriptors such as integrity, proud, respected, responsible, leader and strong. In a real sign of collaboration, the stakeholder group unanimously selected a lion to be the Richland Royals mascot.
BrandEra quickly developed a range of lion sketches, ranging from friendly to fierce. Options had a variety of crowns, manes and expressions. Again, stakeholders were given a chance to weigh in and a “type” of lion was selected. The agency then developed tighter sketches followed by computer renderings, and the Richland Royals were born.
The final Royals logo embodies an attitude of confidence and pride. Its gaze is forward and upward and its mane is flowing, as if it is looking and leading into the future. The lion’s crown is regal and in its shadowing there is an abstract “R” thoughtfully placed in its center.
Several other branding elements were created as part of this project including: a school crest, a spirit flag, social media graphics, a hype video and a mascot rendering that will be used to create a new mascot costume.