BRANDING GUIDELINES
INTRODUCTION
Dear Middleton–Cross Plains Area School District Community,
Thank you for taking some time to 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
We know our students’ stories and build upon their strengths to inspire them locally so they are prepared globally.
VISION
Engage. Empower. Evolve.
Our vision is to cultivate deeply rooted learners who draw strength and wisdom from their local community, while developing the adaptability and global perspective needed to thrive in an interconnected world. To achieve this, we cultivate a dynamic and inclusive learning environment where every student thrives academically, socially, and emotionally. We ground our practices in equity, innovation, and collaboration, ensuring that each student is empowered to achieve their dreams.
ELEMENTARY SCHOOLS
4K / Early Learning Center
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
MIDDLE SCHOOLS HIGH SCHOOLS
DISTRICT LOGO
Primary 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.
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
Scale and Clear Space
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.
For clear space, the minimum space should be the height or width of the star icon. This gives the logo prominence.
SCALE
DISTRICT LOGO
Dos and Dont’s
Using the logo on all materials affiliated with the 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.
Dos and Dont’s — Altering or Distorting the Logo DISTRICT 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
RESIZE ICON WITH WORD MARK
CHANGE FONT
Middleton-Cross Plains Area School District
ELEMENTS OR GRAPHICS
HERITAGE LOGOS
Dos and Dont’s
At MCPASD, we are dedicated to fostering inclusivity. 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.
Native American Month (November)
Asian Heritage Month (May)
Pride Month (June)
Hispanic Heritage Month (September 15 – October 15)
Black History Month (February)
Women’s History Month (March)
National Disability Month (October)
Arab American Month (April)
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
EXAMPLES OF GOOD USE
Environmental Graphics
Marketing Materials and Presentations
EXAMPLES OF GOOD USE
Merchandise and Swag
CARDINAL’S JOURNEY
Cardinal’s Journey is the District’s future-preparedness framework. It defines the skills, mindsets, and learning experiences we want to develop in every student from 4K through graduation.
This work guides how we design instruction, support students, and prepare learners for success in school and after graduation. It provides a shared language across schools for student growth and readiness.
FUTURE-PREPAREDNESS FRAMEWORK:
FUTURE-PREPAREDNESS FRAMEWORK:
Ca r d i na l’s A
Ca r d i na l’s A
Jo u r n e y
NOTE:
FOUNDATIONS
Because Cardinal’s Journey is a distinct initiative, the cardinal graphic is reserved specifically for Journey-related materials and should not be used for general District communications.
CARDINAL’S JOURNEY
The Cardinal graphic is reserved for materials directly connected to the Cardinal’s Journey framework. Use the guidance below to determine appropriate application. Dos and Dont’s
ACCOUNTABLE
HOW THIS WORK IS USED
Cardinal’s Journey supports:
• Classroom instruction and learning experiences
• Student goal setting and reflection
• School culture and climate
• Student recognition and celebrations
• Portrait of a Graduate outcomes
• Professional learning for staff
• Communications that highlight student growth and competencies
Materials connected to this work should clearly reflect the Cardinal’s Journey identity.
FOUNDATIONS
XWHEN TO USE THE CARDINAL
Use the cardinal graphic when materials directly reference Cardinal’s Journey or the competencies within the framework.
Examples include:
• Cardinal’s Journey lessons or classroom resources
• Mindset or Foundations posters
• Student awards tied to competencies
• Journey presentations or events
• Framework displays or communications
In these cases:
• The cardinal should be the primary visual element.
• The District logo may appear as a smaller secondary element.
WHEN NOT TO USE THE CARDINAL
Do not use the cardinal for general District or school communications.
Examples include:
• Business cards and other standard District stationery
• Newsletters and announcements
• Event flyers not related to Journey
• Safety or operational updates
• Enrollment or marketing materials
• Hiring or HR communications
• Department or program information
In these cases:
• Use the official District logo only.
• Follow standard District branding guidelines.
CARDINAL’S JOURNEY
VISUAL HIERARCHY
Maintaining this distinction ensures clarity, consistency, and a strong visual identity across all District communications.
Cardinal’s Journey materials
1. Cardinal first.
2. District logo secondary.
General District materials
1. District logo only.
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 before printing. 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 those:
- that violate the rules noted within Board policy and the Branding Guidelines
- with products that are deemed inappropriate for minors by the District or by law
- with advertising or promotion that is deemed inappropriate by the District
- that make inappropriate or fraudulent claims or offers as determined by the District
- that have engaged in activities or events detrimental to the reputation of the District
• The MCPASD reserves the right to request submission of designs for approval.
• The MCPASD 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
Carrie Brooker
Public Relations Specialist
cbrooker1@mcpasd.k12.wi.us
Jenna Skarlupka
Public Relations Specialist
jskarlupka@mcpasd.k12.wi.us
Updated: 02/16/2026