2026 SAIS Annual Conference

In fall 2025, Durham Academy launched an award-winning institutional and athletics rebrand designed to satisfy the desire for a deeper experience of community and connection. But that wasn't the original goal. What began as a simple logo refresh turned into an extensive, long-term plan to reinvigorate an entire institution. Rooted in an extensive listening tour with students, alumni, faculty, parents, and staff, the new branding honors longstanding traditions and creates opportunity for new ones, while introducing a modern visual storytelling system and unifying mascot. DA's new symbols incorporate new iconography that also give a nod to its iconic roots. This session explores the strategy, research, design process, and rollout behind a unified brand system that connects academics, athletics, and community culture, and a mascot that provides a rallying point for school spirit across school constituencies. Learn insights about stakeholder engagement, honoring legacy while modernizing identity, and launching a rebrand that resonates authentically with students, parents, teachers, and alumni.