Logo Explanation


St. James: With vehemence of character and at times unrestrained zeal of purpose, St. James earned the name “Son of Thunder.” His powerful and fervent spirit is the inspiration for our Catholic fidelity, focused energy, compassionate fellowship, and competitive intensity. Our students aspire to be models of discipleship in the image of St. James.

Flag: Charging into competition with the flag, St. James proudly displays who we are: the Thunder.

Shield/Cross of St. James: The real lesson taught at St. James Academy is that our faith should be inseparable from, and at the center of, the lives we lead. This includes the court, field or stage. St. James charges into battle with the shield of faith displayed prominently at the center.

St. James Academy Fight Song: Oh when St. James comes storming in hear us roar. Feel our Sprit True. For we are Thunder rolling over the plains. Silver, Crimson, Blue. Keeping faith let battle commence, onto victory! Fight! Fight! Fight til’ the end! St. James Academy. Go Thunder!

A Letter from the President

St. James Community,

A little less than two years ago, I attended a conference with our Advancement team. The conference was excellent and we heard from many speakers sharing expertise on advancing the mission of Catholic education.  While at the conference, I realized there were many aspects of our school that already excel in best practices of Catholic identity and marketing. I also discovered some areas in which we could improve.

As I perused the potential conference sessions, I came across a presentation on branding.  We had recently hired Ms. Alyssa Dold to be our full-time Director of Marketing and Design and we were interested in hearing what the best practices of branding would be for Catholic high schools.  Ms. Dold and I walked away with a great deal of knowledge about social media, marketing, and corporate branding, but the idea that really caught our attention was the athletic branding of a Catholic high school.

We learned that the strength of an athletic brand in a Catholic high school can help determine the public perception of your school.  The consistency of a logo is imperative to the success of your branding.  The logo must identity the mission of your school as well as your programs. After the session, we were convinced that St. James Academy had work to do in this area.  As I walked into my hotel room I found five different St. James polo shirts displaying five different team logos, verifying our concern that we did not have any type of athletics brand recognition. The rebranding process began.

I asked Ms. Dold and Mr. Mike Consiglio, our Spirit Shop Manager and Business Teacher, to create a focus group of coaches and administrators to begin the process of branding St. James Academy athletics.  After meeting with a number of professional marketing firms, they hired Gardner Design. Gardner Design most recently worked with Wichita State University to strengthen the brand of the Shocker and came highly recommended as an expert in branding. For the past six months, the focus group has been working to create a strong St. James Academy athletic logo and brand. We have attached a brief explanation of the new logo below.

Please keep in mind that our corporate logo, which was created in 2005 and is used on the students’ uniforms, will remain our corporate/academics brand. We just felt it was time to strengthen our brand in athletics. I appreciate all the work and effort by the focus group.

We are excited to reveal the logo to you today!

Andy Tylicki