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Friday Footnotes:
Thoughts and reflections at the week's end
Friday Footnotes from the Head of School. Look for these messages to occur on alternate Fridays and other selected days throughout the year. In this space, we'll reflect and explore matters of school and family life related to the work and mission of Daycroft Montessori School.

Branding Daycroft

June 29, 2018

Dear Daycroft families,

Throughout the past year, Daycroft has been exploring its identity.  Our last ISACS accreditation recommendation asked us to do this as we look for new and vibrant ways to share our story with the broader Ann Arbor community. We’ve asked ourselves many questions; What makes Daycroft unique?  What are the values that define who we are and how we do things? What degree does the Montessori philosophy inspire and inform our work with students?

A few weeks ago, I shared with you the Daycroft Pillars of Montessori; a document outlining and guiding the essential characteristics of how we learn, teach and live in this community.  Along with this work, a separate committee of teachers, parents and board members were working on revisions to the Daycroft image; looking for ways to refresh and reinvigorate our logo and develop a branding plan.

The new logo; viewed at the end of this correspondence, is a result of months of work done by the branding and marketing action group with the help of a graphic designer. It draws on various familiar themes; a tree, with deep roots of understanding providing strength and stability; the image of a child, representing the student-centered basis for a Montessori-inspired educational model.  The revised logo also brings new themes; branches, as represented by the letter “D”, intersecting and representing the interconnectedness of ideas and community. It is designed in the spirit of a Celtic symbol, representing the roots of the Daycroft name which means “Day Shelter” in the Celtic language. To many, the more modern, innovative symbol represented innovation, creativity, uniqueness, and strength.

Altogether, our new logo represents months of work, hundreds of images and ideas, and many conversations among committee members and focus groups.  We brought students into the process and engaged them in ideas they thought best represented the spirit and culture of Daycroft.  You may notice that in our new, stream-lined image, the word “Montessori” is not used.  While the word isn’t there, the imagery and spirit of Montessori is alive and well.  Daycroft remains committed to the Montessori spirit that inspires and enlivens each classroom.  Our research revealed many examples of schools throughout the country that don’t use the term Montessori in their brand name yet continue to be a strong representation of the best of Montessori practices.  In many cases, these schools experienced sustained growth and stability because their identity resonated with a broader audience. We trust this will be true for Daycroft as well.

In the coming weeks, you’ll see a gradual phase-in of the new design; through new signage, letterhead, correspondence and our new website set to be launched later this summer.  In the meantime, know that Daycroft remains committed to our core values and mission of providing a student-centered, personalized educational program that nurtures the whole child; allowing them to develop in their own unique way and be set on a pathway to achieve their full potential.

Warmest regards for a great summer,



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Daycroft School · 1095 N Zeeb Rd · Ann Arbor, MI 48103-1472 · USA

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