Establishing Team Brand

[vertigo]

My 3rd year team is just starting to branch out into additional team activities beyond building a robot, including establishing a solid team brand. I've looked over the wonderful Holy Cows branding document, but still have a few questions for the Chief Delphi crowd. How does your team maintain its identity between the often non-overlapping FIRST Robotics and local school/town communities? While team number is often paramount in FIRST, the local community my team is part of (and where our fundraising takes place) is much more likely to recognize us based on our high school affiliation. While I really want our team to have a singular brand identity, we are having trouble coming up with a solution that satisfies the needs of both communities in addition to the aesthetic desires of the team. Any good tips or resources for logo design? How did your team establish its presence in FIRST and the local community? Thanks for the advice!