The SD57 logo has been around since 1971, and the District says it's time for a much needed rebrand

By Tommy Osborne

SD57 logo

SD57 rebranding its logo

Apr 11, 2025 | 4:34 PM

PRINCE GEORGE – School District 57 (SD57) has begun work on a new logo rebrand. The current logo has been in place since 1971, and the District’s Superintendent Jameel Aziz says a new logo is needed to better reflect SD57’s values.

“There’s been lots of jokes and conversation about the student in the box, which is our current school district logo, and it’s not used anymore, except for the signage in front of the building and in a few areas, like business cards. That is the only place that the logo was used. Our students, our staff, our community, are telling us very clearly that it doesn’t resonate for them. I’ve actually been to some provincial events where they use a pine tree to represent SD57, and I’m not sure where that even came from,” Aziz said.

“A little bit comes down to: what is our school district number 57? Who are we? If you’re on the outside looking in, what is the first thing you see when you look for us? Right now, it’s stuff that’s pretty dated,” added School Board Chair Craig Brennan.

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A survey has been launched on the SD57 website asking the community for their thoughts on the logo. According to Brennan, that has already seen more than 1000 responses, showing that this rebrand is of high interest to the community and that many people are invested.

“By including many people from the community and our staff and our students and parents and whatnot, you’re going to have a logo and a brand that is really connected to this area and represents who we are and what we believe in,” Brennan said.

Aziz says SD57 hired Monogram Communications for the rebranding, which will cost the District $20,000. While that may seem like a lot, Aziz explains the District budgets for things like this, and given this is just a one time payment for a rebranding that is expected to last decades, Aziz says the cost is well worth it.

“Our current logo has been in place for more than 50 years, so every once in a while you have to make an investment. I think it really is important, especially to our recruitment and retention efforts. When we send staff to other parts of the country to recruit teachers, we don’t have anything that really resonates or identifies our school district, whereas most school districts in British Columbia do,” Aziz said.

As for what the logo could look like, that is still up in the air. Aziz explained he didn’t want to have any preconceived notions as to what it should be, as there are so many ideas and ways to represent the District that he wants to let Monogram go through the process of gathering feedback and designing.

“A logo is a little different than some other depictions because it has to be easily printable. It has to be easily identified. Sometimes they’re abstract, sometimes they’re more specific,” he said.

“Are we going to be able to come up with something that captures everybody’s ideas? Probably not. Are we going to be able to have something that people fee, resonates our area and some of the culture of our area? I hope so,” he continued.

Aziz added the survey is just one of several ways the District plans on gathering community feedback, and if you’d like to be involved in future events he says emails and newsletters will be sent out, on top of updates on SD57’s website.

“There are going to be some meetings held with some partner groups, with our students, and with parents having opportunities. I look forward to seeing what the outcome is,” Aziz said.

The new logo is expected to be completed for September.

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