The Science Behind STAT's Brand Identity


As a dynamic mission-driven organization, STAT seeks to build on the strong foundation of the past, yet thoughtfully evolve programming, services, and messaging for the future.

As STAT marked its 60th anniversary, one of the strategic initiatives focused on an effort to ensure that the brand served to increase awareness of the association and communicate the message of science education effectively.

Led by a task force made up of members, affiliate leaders, past presidents, and board members, STAT engaged in a yearlong project to better understand the ways that members experience STAT. With the support of a professional public communications firm, STAT gathered and considered data that ultimately led to a refreshed messaging platform and a new iteration of the association logo.

In this process, STAT heard the voices of science teachers who feel like they're on an island in rural school districts. STAT learned of the challenges of teaching in an increasingly prescribed environment defined by standardized testing and tight school district resources. STAT heard the importance of the association's role as a voice for Texas science educators in a subject area too often politicized. But, above all, STAT heard—loud and clear—the passion and sheer joy of teaching science.

STAT hopes you'll agree that the brand identity reflects the power of the STAT community, the spark of inspiration and the joy of discovery science educators feel and create each day, and the diversity of the field and STAT membership.

STAT is grateful to those who provided feedback through focus groups, interviews, and member surveys. STAT also appreciates the guidance of the STAT Brand Task Force, which included: Donald Burken, Spring Branch ISD; Gianna Lopez Colson, La Feria ISD; Kiki Corry, Texas Parks & Wildlife Department; Sharon Delesbore, Fort Bend ISD; Patsy Magee, Beaumont ISD; Laura Lee McLeod, Frisco ISD; Ann Mulvihill, Irving ISD; Robyn Shipley-Gerko, Plano ISD; and Kara Swindell, Lubbock ISD.