The partnership began in mid-January 2024 with a detailed research and discovery phase. Rhodes Branding conducted surveys and traveled to Tennessee to host focus groups and a brand immersion workshop involving students, parents, staff, and community members. This collaborative effort ensured that the new brand would reflect the unique ethos and aspirations of RCS.
Our creative team then gathered the insights to build a cohesive brand strategy, which informed the development of various concepts for the new visual identity. The final concept selected pays homage to the district’s commitment to collaboration, innovation, impact, and success.
Our team developed a bold logo featuring an abstract lightbulb and “RCS” initials, designed to stand out among typical icons used to represent Tennessee. Within the lightbulb, light blue reflects respect and sophistication, represented in the stable environments where RCS studens thrive. Green symbolizes growth, innovation, and renewal. Yellow’s warmth and energy bring optimism, suggesting that RCS is a place where bright futures are nurtured. And navy signifies professionalism, authority, and trust, underscoring the district’s reliability and tradition.
The logo aims to attract future generations of high-caliber students, staff, and families by authentically representing RCS’s core values and unique attributes. Through its new modern logo, updated color palette, and a suite of templates and materials, we positioned RCS to ensure consistency and cohesion in all future brand-related materials.
Following the visual identity overhaul, our team further supported RCS in a multi-channel brand launch in early July 2024. The launch featured an animated rollout video, a social media campaign, and a press release, generating excitement and positive media coverage throughout the region. This comprehensive rebranding effort has positioned Rutherford County Schools to remain a leader in K-12 education, ready to meet future challenges, continue its tradition of excellence, and remain #RCSstrong.
