It is common to hear students mutter about leaving Diamond Bar High School and never looking back. Announcements about upcoming rallies are often met with groans and complaints despite the best efforts of the school's United Student Body to stir school pride and spirit. Athletic programs and events are overlooked, receiving less recognition than they deserve. The school mascot, the Brahma Bull, is simply ignored or mocked; its name has merely devolved into a word repeated over and over again without any real resolve. Overall, the student experience here in Diamond Bar High School could be described as lackluster at best. 

        We would like to change this mentality, this culture, and create an environment that students can be proud to be a part of. We believe high school should be more than just 4 years of accumulating achievements for a college application; it should be 4 years of pride and passion that a student can carry with them for the rest of their lives. An official rebrand of the school is the most appropriate and effective option in achieving this goal. 

        Diamond Bar High School currently lacks a uniform branding system and brand architecture. Different school athletic teams and groups don various logos and colors to represent themselves. This problem can be remedied by introducing a new official logo that more accurately embodies the strength, passion, and tenacity of Diamond Bar students. The new logo will be utilized across multiple programs, particularly those that are held close to the student body such as sports. An official designated color and pattern scheme will be put in place to further develop brand cohesion.  By introducing a uniform and consistent brand, students of different backgrounds and interests can rally behind one identity. Students, staff, and future alumni will be able to proudly display their pride and spirit for Diamond Bar High School anywhere and everywhere, whether it's on our own home field or hostile Mustang turf.

        Our goal is to revitalize school spirit by implementing a complete rebrand of the school, proper brand architecture, as well as a mascot reiteration. Diamond Bar High School students will no longer rally behind the ambiguous Brahma, but will sport a new identity as the Diamond Bar Bulls. Our new identity will pay its respects to the school's past generations good old heydays but will embrace the future glory and successes of Diamond Bar High School. #WeTheBulls

More information about the proposed rebrand can be found here:

https://www.behance.net/gallery/68958885/Diamond-Bar-Bulls-Identity-Rebrand