I saw the call for help in the form of a flier on the art department door in December 2000. Miami-Dade County Public Schools reached out to the community in search of a new identity. My first thought for a solution was a palm tree but it needed to seamlessly combine with an education element. Through trial and error, I discovered palm fronds could be arranged to look like a book and its pages.

Going a step further to imbue the logo with deeper meaning, I realized a turning page could represent the progress of education. I took the middle page and set it in motion, shaping it to evoke a planet. The instant that world took shape, I knew exactly what final touch was needed: an orbital path around the "world/page" to represent the high-tech, forward-looking aspect required in the competition guidelines.

After entering the competition, I was notified the following month that marketing and advertising professionals from Miami's top ad agencies had judged the entry as the winning design.

A Miami Icon is Born

High Expectations

Roger Cuevas, superintendent at the time, concluded in the news release announcing my winning entry by stating, “the new logo sets a tone of high expectations for our schools and students.” Also it was gratifying to know that the logo was being embraced by the district as Cuevas told me in a personal letter. I was told at the unveiling that although the board had previously reviewed numerous logo proposals, they could never agree on one—until this design broke the deadlock.

Validated

Not long after the creation of the logo I was contacted by Graphic Design USA requesting a write-up about the logo. I had no idea if it was even going anywhere, but it was a surprise to find the logo in Graphic Design USA’s “Seen & Noted” section. Getting recognized nationally by a premier graphic design publication was icing on the cake and supported the school board's decision on selecting the logo. The logo was officially validated in the graphic design community.

Adaptable