DeLaSalle High School Reveals Brand Revitalization


By The Minneapolis Egotist / /

Renowned Minneapolis designer Joe Duffy works with art students to conceptualize and reveal new brand identity for the longest-standing Catholic high school in Minneapolis

DeLaSalle High School today announced a new brand identity created in partnership with Founder and Chairman of Duffy design group, and DeLaSalle alumnus Joe Duffy. The brand revitalization, including new logo, website, brand language and other brand applications, underpins the school’s 120-year history, Catholic and Lasallian roots, while looking to the future. The new design was revealed during the annual Christian Brother’s Gala on Saturday, a virtual celebration this year, and the school’s only student scholarship fundraiser. 

“This represents a significant step in our evolution and underscores DeLaSalle’s commitment to community, legacy and student creativity,” said Dr. Bryan Bass, president of DeLaSalle High School. “Our students are the real driving force behind this rebranding and Joe Duffy has made that vision come to life.”

Over the last nine months, staff and students participated in ongoing sessions with Duffy to help define key elements of the rebranding. The updated logo design was inspired by student sketches and developed collaboratively through virtual conferences amid the pandemic. 

“The brand language will be incorporated into all aspects of the school – from uniforms, custom-masks, signage, and materials that will go out to prospective students,” said Duffy. “We refined key elements of the existing brand identity, including its black and gold colors, the iconography of the letter ‘D’ and the cross representing DeLaSalle’s Catholic heritage. We incorporated the river, bridges and cityscape to lay the groundwork for the position of the school. The result is a fresh, contemporary take on a school built into 120 years of Minneapolis history.”

These facets of the DeLaSalle High School logo represent the school community’s beginning and continuing Catholic and Lasallian heritage. Since its inception in 1900, the school has been served by the leadership of the Christian Brothers. At the center of the seal of the Christian Brothers is a five-pointed Signum Fidei (Sign of Faith) star. The star is an official symbol used and recognized by Lasallians around the world. 

When Duffy attended DeLaSalle High School in the 1960’s, he developed a passion for art that has turned into a lifelong legacy. “My experience at DeLaSalle set my path into business and in life,” said Duffy. “To give back to the school that encouraged me to do what I love is a dream come true.”

The school has begun the 2020-2021 school year with a hybrid model of instruction, a combination of online and face-to-face learning. It has sustained its commitment to personalized academic excellence via its 1:1 technology program and commitment to innovative instruction. Enrollment is stable, budgets are balanced, and the school is well into planning for the 2021-22 school year.


  1. Tom Couillard October 24, 2020

    Awesome results! Looks modern and classy!

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