The Boise School District will start the 2022-23 school year with a new logo, created over the last year and approved by trustees in May.

The district’s old logo is more than 50 years old.

“It’s time to have a mark that reflects our district today; a modern education system that meets the needs of Boise’s dynamic student population,” explains a document distributed by the district to unveil the new logo.

In 2019, the district dedicated $175,000 a year for three years to a marketing and promotional campaign aimed at retaining and attracting students, according to documents obtained by EdNews. Boise’s average daily student attendance has dropped from 24,802 to nearly 23,000 in the past eight years while at least six charter schools have popped up in the region.  

The district contracted with Stoltz Marketing Group in the fall of 2019 to provide branding, advertising and marketing services in a campaign called Everything’s Possible. The campaign included the creation of a new logo.

District spokesperson Dan Hollar said the campaign cost $200,000 this school year. 

Trustees appointed a community relations committee to conceptualize the logo with Stoltz Marketing Group. A subset of that committee focused on the logo’s development to hit a launch goal of May.

The logo symbolizes a book with open pages that form a valley in the Boise Foothills. A sunrise over the Foothills symbolizes “new opportunity growth, optimism and a bright future,” according to the district.

The palette represents colors from the district’s four high schools.

The cost of the transition from the old logo should be minimal, the district says, because signage, uniforms, badges and swag will be switched during regularly scheduled maintenance or as new items are ordered over the next three to five years.