Joe Duffy Gets Dream Assignment

Legendary Designer Helps Rebrand His Alma Mater

Founder and chairman of Duffy design group, Joe Duffy, has revealed a new brand identity for the longest standing Catholic high school in Minneapolis, his alma mater DeLaSalle High School. Approximately 63 percent of the student body is Catholic, 50 percent are students of color, approximately half qualify for need-based financial assistance and, currently, 98 percent of students are college-bound. Together over the last year, art 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 through virtual conferences amid the pandemic.


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




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 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.”