BRANDING GUIDELINES
INTRODUCTION
Dear Middleton–Cross Plains Area School District Community,
Thank you for taking some time review our updated Branding Guidelines. As we continue to grow and evolve as a District, it is crucial that we present a unified and professional image to our community. These guidelines are designed to help us do just that.
Our brand is more than just a logo. It is a representation of our commitment to education, innovation, and community. Every time someone sees our logo or reads our communications, they should immediately recognize the quality and values that define the Middleton–Cross Plains Area School District.
In this document, you will find comprehensive information on how to properly use our District logo, colors, and fonts. We have included clear examples of dos and don’ts, as well as guidance on everything from marketing and presentations to merchandise and swag.
While we encourage creativity and appreciate the enthusiasm of our staff, parents, and community partners, it is essential that we maintain consistency in our branding. This consistency helps build trust, recognition, and a sense of unity across all of our schools and programs.
I ask that you take the time to familiarize yourself with these guidelines and refer back to them when you are creating materials that represent our District. If you have any questions or need clarification, please do not hesitate to reach out to the Communications Department.
Thank you for your commitment to maintaining the integrity of our District’s brand. Together, we can ensure that the Middleton–Cross Plains Area School District continues to be recognized as a leader in education and community engagement.
Sincerely,
Shannon Valladolid Director of Information and Public Relations svalladolid@mcpasd.k12.wi.us
Middleton–Cross Plains Area School District
MIDDLETON–CROSS PLAINS AREA SCHOOL DISTRICT — OFFICIAL NAMES
OFFICIAL NAMES
It is important that we use the full legal name of our District and schools. Each word helps speak to who we are and what we support. Please use the official names, as listed here, in communications and presentations.
OFFICIAL DISTRICT NAME
Middleton–Cross Plains Area School District
OFFICIAL SCHOOL NAMES
• Middleton High School
• Clark Street Community School
• Kromrey Middle School
• Glacier Creek Middle School
• Elm Lawn Elementary School
• Northside Elementary School
• Park Elementary School
• Pope Farm Elementary School
• Sauk Trail Elementary School
• Sunset Ridge Elementary School
• West Middleton Elementary School
• Early Learning Center
MISSION AND VISION
MISSION
To educate all students to be contributing members of a community and global society by inspiring them with a lifelong love of learning, challenging them with rigorous and innovative curriculum, and empowering them through inclusion and collaboration.
VISION
Inclusive, innovative, and inspiring schools where every student thrives.
ELEMENTARY SCHOOLS
MIDDLE SCHOOLS HIGH SCHOOLS
4K / Early Learning
Pope Farm Elementary
Glacier Creek Middle School
Clark Street Community School
Middleton High School Official Logo
Middleton High School Athletics Mascot
Kromrey Middle School
Elm Lawn Elementary
Sauk Trail Elementary
Northside Elementary
Sunset Ridge Elementary
Park Elementary
West Middleton Elementary
4K
DISTRICT LOGO
In order to maintain brand integrity, it is essential that all logos be used consistently and correctly.
For all District formal communications, the primary logo (horizontal) should be used.
Primary Logo
Primary Logo – Spanish Version
District Icon
District Wordmark
Parts of the Logo
DISTRICT LOGO
Color Codes
Color consistency is crucial to the brand. Please follow the approved colors shown here.
COLORS
CMYK
PMS (PANTONE)
Professional printing/one-color ink use
For standard/in-house printing use RGB For web/digital use
HEX #
For web/digital use
DISTRICT LOGO
Color Variations
Color variations may also be required depending on how and where the logo is used. Please follow the approved colors shown here.
REVERSE
CMYK FULL COLOR
SPOT COLOR
ONE COLOR / BLACK
ONE COLOR / MAROON
DISTRICT LOGO
Font
Along with logo use, font use is important to brand integrity. To strengthen visual communication, the District has adopted a common font to use across communication platforms.
PROXIMA NOVA
WEIGHTS ITALICS
Middleton
THIN SEMIB0LD
Middleton
LIGHT BOLD
Middleton
REGULAR EXTRA BOLD
Middleton Middleton Middleton Middleton Middleton
MEDIUM BLACK
CHARACTERS/GLYPHS
Middleton
THIN SEMIB0LD
Middleton
Middleton Middleton
LIGHT BOLD
Middleton
Middleton
REGULAR EXTRA BOLD
Middleton
Middleton
MEDIUM BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890,.()*&%$#@!^&!_-+=?/\][{}
BODY COPY (sample text in paragraph form)
Eressitio veribus, quissequis untio tet, solorum earchilit et maion re sa ium quas aliberum, voluptia ducil et facearcipsam ut od eum que incte estio. Pa doluptatur? Quiatibus, qui tori int aut acitatate eos estecer iandipid ullestium quate optateCus denis res seque mi, sectium expedianis serspiet aut alicia dolectaestio di amet volum, officipic tem dem vollupti nam, ommolorro volorrum.
NOTE:
ALTERNATE FONT FOR PROXIMA NOVA
If the font Proxima Nova is not available on your computer or if you do not have access to Adobe Font Library, please use the alternate fonts provided here.
PROXIMA NOVA
WHEN WORKING WITH ADOBE FONT LIBRARY
PROXIMA NOVA
WHEN WORKING WITH GOOGLE PRODUCTS
HELVETICA
WHEN WORKING WITH MICROSOFT PRODUCTS
DISTRICT LOGO
Consistency and function are important to all logo scenarios. Using proper scale is a key factor in maintaining these aspects, and in maintaining the integrity of the logo over time.
Proper dimensions of the physical logo and the space around the logo are both important factors in creating presence and power. With multiple vendors, parent groups, and affiliates using the logo, these dimensions will help maintain consistency and focus in scale and space.
Scale and Clear Space SCALE
For clear space, the minimum space should be the height of the word Middleton. This gives the logo prominence.
DISTRICT LOGO
Dos
and Dont’s
Using the logo on all materials affiliated with Middleton–Cross Plains Area School District is mandatory. Because the logo can appear a number of ways on a variety of materials, we have created a list of dos and don’ts to follow when placing the logo to make it more impactful.
Do use simple backgrounds with strong contrast to display the logo with prominence.
Do not use backgrounds that are the same color as the logo, complex, busy, or dark in color.
DISTRICT LOGO
Dos and Dont’s — Altering or Distorting Logo
Maintaining the integrity of the logo helps strengthen the visual brand.
STRETCH OR DISTORT LOGO
RECOLOR LOGO
ADD DROP SHADOW OR 3D EFFECTS
REPOSITION ICON WITH WORD MARK
CHANGE FONT
Middleton-Cross Plains Area School District
RESIZE ICON WITH WORD MARK
HERITAGE LOGOS
Dos and Dont’s
At MCPASD, we are dedicated to fostering inclusivity for all families. Our logo is specifically modified to honor heritage and equity months. Below are the designated occasions when our logo may be altered. Use of these modified logos is permitted only during these times.
National Disability Month (March)
Arab American Month (April)
Native American Month (November)
Asian Heritage Month (May)
Pride Month (June)
Black History Month (February)
Women’s History Month (March)
Hispanic Heritage Month (September 15 – October 15)
TERTIARY LOGOS
Dos and Dont’s
Tertiary logos are meant to be used as accents. They support the primary brand marks and add even more flexibility to the brand identity. Tertiary logos typically do not include text or the full name of the organization. Instead, tertiary logos are graphical shapes, drawings, or icons that represent the brand.
A star outline on a -15.5-degree rotation. 90% of one of the approved colors.
A star outline on a 15.5-degree rotation. 90% of one of the approved colors.
EXAMPLES OF GOOD USE
Website and Social Media
WEBSITE
SOCIAL MEDIA
Profile picture: The logo is zoomed in, to focus on star and give prominence.
EXAMPLES OF GOOD USE
Environmental Graphics
Marketing Materials and Presentations
EXAMPLES OF GOOD USE
Merchandise and Swag
GENERAL RULES
These rules help to maintain the integrity of our brand identity. It is mandatory that use of District and school logos follow our Branding Guidelines without modification.
• All artwork containing the District logo should be submitted to and approved by the Communications Department using this submission form before printing or ordering. Please allow 1–3 business days for approval.
• Use of the logos and any messages, graphics, or designs with the logo may not conflict with the mission, vision, values, goals, objectives, or policies of the Middleton–Cross Plains Area School District.
•Logo use must be in compliance with all state and federal laws governing the District.
• Logos may not be used to disparage or taunt other schools/districts.
• The District reserves the right to order any company, individual, or organization to immediately cease use of a logo, or to deny use of a logo to any individual, company, or organization for any reason, especially to those:
- who violate the rules noted within Board policy and the Branding Guidelines
-whose products are deemed inappropriate for minors by the District or by law
- whose advertising or promotion is deemed inappropriate by the District
- who make inappropriate or fraudulent claims or offers as determined by the District
- who have engaged in activities or events detrimental to the reputation of the District
• The Middleton–Cross Plains Area School District reserves the right to request submission of designs for approval.
• The Middleton–Cross Plains Area School District reserves the right to object to any unauthorized or inappropriate use of its logos and may enforce this at any time.
For additional information or to request an electronic copy of District or school logos, please email:
Shannon Valladolid Director of Information and Public Relations
svalladolid@mcpasd.k12.wi.us
Becca Bailey Public Relations Specialist rbailey@mcpasd.k12.wi.us