Branding a Legacy of Excellence
The namesake of a Revolutionary War hero and patriot, Crispus Attucks High School is an Indianapolis institution.
It was founded in the 1920’s, during the days of segregation, to educate Indy’s growing Black population.
Despite funding and social obstacles, it quickly gained a reputation for academic and athletic excellence, often challenging — and outperforming — other schools in the state. It’s a tradition that continues to this day with a focus on health sciences and education, ensuring future generations will continue to expand its legacy.
As we developed the Crispus Attucks brand, we knew we were building on history, but Attucks has always existed for the future. And through interviews with faculty, staff, students, and alumni, one word kept rising to the top: fierce. Tigers are formidable. So, we gave them a visual identity with their symbol of pride front and center. And for their academic seal, a long overdue tribute to the man himself: Crispus Attucks.
