In July, Pimlico Elementary / Middle School (PEMS) unveiled a new logo, refreshing its brand as part of the historic school’s ongoing efforts to redefine itself as it moves into its third year as a neighborhood conversion charter school operated by the Baltimore Curriculum Project.
The logo, designed by Kalix Marketing Group in collaboration with Pimlico Principal Nneka Warren and a group of Pimlico administrators and educators, embraces much of the school’s roots. The school color, a royal blue, speaks to the school’s pride in the Park Heights community. Pimlico has served generations of students since 1910 when it opened and has been an anchor for the community.
The horse logo speaks to the nearby Pimlico race track and the Preakness Pride the community and city have for that Baltimore tradition. In the logo, the bold letter “P” uses positive and negative space to have the horse intertwined with the letter, further underscoring the proud, enduring relationship the school has with the neighborhood.
We want people to recognize PEMS when they see the large P and stallion. Historically, the stallion gives recognition to Park Heights’ own historic Pimlico Race Course while focusing on the large P for Pimlico.
The 2021-22 school year was Pimlico’s first as a BCP school. Since, the leadership and resources–and a state-of-the-art renovated and new construction of the Pimlico campus–are giving new opportunities to the neighborhood’s children and families.
“We have worked hard to rebrand our school,” adds Principal Warren. “Pimlico has made strides with providing a positive school culture through Restorative Practices and increasing our academic rigor. It only made sense to continue the rebrand with a new logo.”
Laura Doherty, BCP President and CEO, agrees: “It’s a new day for Pimlico, and the new logo symbolizes this. We’re building something new together as a community at Pimlico.”
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