We believe this new brand system delivers on our goals for this project:

• To create a brand family that fully communicates the purpose, vision and value of a Durham Academy education. 
• To modernize and expand that brand family — creating a unified, cohesive, consistent set of visual identities.
• To define the DA Cavalier and create an inclusive personification of that mascot — infusing the DA Cavalier with meaning and purpose.
• To create a strong brand family that builds emotional connections, fosters trust and enhances loyalty in ways that resonate with our various audiences — differentiating Durham Academy in our market.

We’re still the Cavaliers, we’re still “DA” and we’re still green and white. As a result of significant research with both current student/faculty and alumni focus groups, the DA community at large indicated a strong affiliation with the name Cavaliers. But what we also found as a result of that research was an absence of meaningful connection to the school’s historical version of a Cavalier mascot. Its presence and the personification of it over the decades have also been inconsistent, resulting in a lack of strong connection and engagement with it across the school.

In addition, many expressed concern that the underlying reason for that lack of connection was that the historical symbol of a Cavalier was outdated and not inclusive.

We’re excited to introduce the “new” Cavalier — infused with a new look, intentional meaning and defined purpose. This version feels true to who we are now, and Blade, a Cavalier spaniel, was chosen so that anyone could see themselves as a Cavalier — and rally around it.

Our primary colors are, as always, green and white. Our community identifies strongly with these colors, and for good reason: With regard to green, our campuses have long been beloved for their tree-filled outdoor spaces, and sustainability is a major priority for the school.

Here's a bit about the updated versions of colors that were in our previous palette:

• The new DA green, which we're calling Cav Green, is a deeper, warmer shade than any of our previous greens.
• The new white, Paper White, is also slightly warmer. 
• The color that may appear to be black in the new branding is actually a very deep shade of green, Pine Shade. Again, this is warmer than our previous black.
• Sword Gray is used most heavily for athletics.

We're also introducing a few additions to our color palette as we say goodbye to some of the secondary colors that we've used in the last several years:

• Gold is the new color that you'll see the most of in our new primary color palette. You can see this warm neutral in the Torch and Swords, and it is used as an accent color in other applications. 
• Sage, another warm green, is used as a supportive neutral.
• Glow Green is used for Blade's eyes and sparingly in other applications.
• Flame, also used sparingly, brings energy and warmth.

Over the last five years, DA has undergone some of the most significant institutional and academic changes in its history. We’ve clearly articulated the school’s vision and values, positioning DA as a leader among independent schools. DA’s community is also more diverse than ever, and Durham is changing rapidly.

With more and more families relocating to North Carolina and the Triangle, and the potential for increased competition in the near future, it’s time to make this change to ensure that DA’s brand remains relevant without losing brand recognition.

These changes are long overdue — DA’s last brand refresh was 27 years ago. The average shelf life of a brand is about 10 years. Durham Academy, its curriculum, its community and our digital landscape has changed significantly in that time. It’s one of the many ways the school invests in the future success of DA, just like any plant or capital improvement like new playgrounds, academic or athletic facilities.

The new branding is being rolled out gradually.

Many of the changes are already in effect, including here on our website and on our social media accounts. New spirit gear is arriving in the school store daily, and you can see touches of the new branding throughout DA's campuses — including walls in the Upper School STEM & Humanities Center and the Middle School Gateway Center, on the resurfaced tennis courts, and some campus signage.

New athletics uniforms that were already on rotation to be replaced will have the new branding, and those that aren't yet due for replacement are being updated with patches. 

Each student and member of the faculty/staff will receive a starter pack with items such as magnets and bookmarks the first week of school.

The branding will continue to be rolled out over the months (and even years) to come, as it is applied to buses, campus entrances and more — with sustainability and financial stewardship in mind.

Yes! Just like any plant or capital improvement like new playgrounds or athletic facilities, it does cost money to update and modernize all of the different digital and physical elements associated with branding. Similar to the school’s significant  financial commitment to support physical buildings and staff, we’re investing in the future success of DA.

The branding updates will be largely digital at first, with phased implementation from year to year with an eye toward minimizing cost by incorporating branding changes and updates into the existing life cycles of physical plant and replacement schedules.

No. This project doesn’t represent a departure from who we are — it’s a celebration of who we’ve always been, and who we’re becoming. Visually, emotionally and as a community. This new branding system creates a bridge between the DA of the past and the DA of the future — bringing together a foundation of academic excellence with a modern, innovative approach to learning for life.

Change can feel uncertain, but this one is long overdue. Our logo hasn’t been updated in 26 years! We believe this new chapter will build stronger connections — among students, alumni, families and colleagues — and spark new ways to showcase our school pride.

The Marketing & Communications Committee of the Board of Trustees — which comprises the head of school; DA trustees, DA parents with careers in strategy, market research, product development, marketing & branding; the DA Marketing & Communications team; and DA’s directors of Strategic Initiatives, Enrollment Management, Diversity Equity & Engagement and Philanthropy — led this project. DA partnered with Raleigh-based creative agency Baldwin& for this project. Their co-CEO and Director of Brand Strategy Ashley Yetman is a DA Middle School parent, a trustee and serves as the chair of the Marketing & Communications Committee.

We appreciate the input we received from discovery focus groups including the Board of Trustees, students, parents, alumni, faculty/staff, the DA Leadership Team, DA Athletics, the Enrollment Management team, the Alumni/Philanthropy team and the school store manager. The project’s feedback loop also included focus groups of Middle and Upper School students, whose input helped inform key logo, spirit gear and athletics uniform directions.

It creates a unified and recognizable brand that resonates with our audiences, building trust and emotional connections. It helps DA stand out in a competitive market, enhances loyalty and ensures consistent messaging across all platforms, ultimately driving long-term success. DA will stand out in a world where brand expression is the norm in terms of how an organization looks, feels, talks, acts and functions — creating an instant and compelling connection. It creates a strategic foundation.