FREEMAN HIGH SCHOOL
Create a new mascot and visual identity
THE ASK: Create a new mascot and develop a visual identity for Freeman High School.
THE CONFLICT: While some people feel alienated by Freeman's long standing "Rebel" mascot and push for change, others worry that the school's identity will be lost in a new nickname.
THE RESOLUTION: A more inclusive mascot that embodies the same Freeman spirit.
Freeman is a public high school in Richmond, Virginia. Since opening in 1954, Freeman’s mascot has been the “Rebels”. However, a number of cultural factors including other successful school renaming efforts, a summer of equity focused activism around the country, and a shift in local sentiment around vestiges of the confederacy, resulted in a push to change the Rebel mascot.
While many people supported a nickname change, a large percentage of the Freeman community grew attached to the Rebel mascot. This caused tension between two vocally divided camps: those who resisted change due to fear of losing Freeman's identity and those who never felt accepted by the mascot in the first place.
SCHOOL BOARD REPRESENTATIVE
ATHLETIC BOOSTER PRESIDENT
FORMER ATHLETIC DIRECTOR
People believed that the Rebel nickname was what supported Freeman's identity, and they saw themselves in that identity.
Without the Rebel, Freeman would be lost.
Freeman's identity is not rooted in its nickname; it's rooted in the spirit of it.
Retain the Freeman identity by repurposing the same spirit and values the Rebel had come to embody in a new, inclusive nickname.
SO, WHAT HAD THE REBEL COME TO EMBODY?
CRITERIA OF CONSIDERATION
All Freeman community members can identify with the nickname
Ability to live on its own, but stronger as a group
Symbolize the act of moving forward with intent
Retain the school's core values: family, pride, excellence, and intensity
Unique & Timeless
Tread the line between traditional and modern