Children’s Lighthouse Unveils New Brand Identity
New Logo, Brand Colors and Reinvigorated Brand Promise to Drive Continued Growth for Nation’s Leading Early Learning School
August 12, 2021 // Franchising.com // FORT WORTH, Texas - After almost 25 years, Children’s Lighthouse is revealing a refreshed brand identity complete with a new logo, updated color scheme and renewed brand promise to keep itself at the forefront of early learning schools for families from coast to coast.
“2020 was a year of reflection for many, and at Children’s Lighthouse, we took it as an opportunity to evaluate the effectiveness of our brand,” said Michael Brown, President of Childrens Lighthouse Franchise Company. “While the health of our brand was good, we knew it was time to make a few changes to make it even better, while building stronger connections with our students and parents. At our core, we’re still the leading values-based early learning school our families have come to know and love, and now we have a new identity that is more representative of who we are today.”
The Children’s Lighthouse franchise support team spent several months evaluating the company’s purpose, values and mission statement ensuring all elements were thoughtfully represented in the new branding. And with that, they created a new brand promise to help better define its purpose and the expectations set for each school.
“We create a safe, fun, and happy place that gives your child confidence, a sense of comfort today, and a lifelong love of learning, friendship, and community.”
With the goal to create a stronger emotional connection to parents, the new brand promise also serves as a more meaningful tie to the brand’s heritage. To the franchise support team, the Children’s Lighthouse brand is more than a logo, name or promise, but a collection of experiences they strive to deliver.
The refreshed logo uses the previous blue and red colors seen in the former logo, but with deeper tones, invoking a more academic, elevated feel. The color blue is associated with trust and security, which are embedded in the Children’s Lighthouse brand, and red is associated with passion and excitement, which represents the energy each Children’s Lighthouse employee brings to school every day. “Children’s” is now the dominant word in the logo, as children are the reason the brand exists and the motivation behind all that it does.
At its core, Children’s Lighthouse is a family business. The founders were brothers Mike and Pat Brown, who opened the first Children’s Lighthouse school in August of 1997 to fill the need for an educational, values-based childcare center in Fort Worth, Texas. Mike’s son, Michael Brown, began working at Children’s Lighthouse at the age of 14 and has grown with the company, holding several titles before working his way up to his current role as President.
“When my father and uncle opened their first Children’s Lighthouse school in 1997, they never imagined that their passion project would grow into one of the leading educational childcare organizations in the country,” Brown continued. “I’m so proud of the growth we’ve seen and am confident this new brand identity will help us to connect with more children and families for years to come.”
Aside from the results of the brand audit, another driving factor for this brand refresh was the accelerated growth Children’s Lighthouse has seen over the last few years. In the first few months of 2021 alone, Children’s Lighthouse opened three new schools in Anna, Forney and Tuscan Lakes, Texas. Three additional openings are planned before the end of 2021 in existing and new locations, and markets targeted for additional growth include Austin, Colorado Springs, Denver, Dallas-Fort Worth, Houston, Kansas City, Nashville, Orlando, Raleigh/Durham and San Antonio.
SOURCE The Children’s Lighthouse
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