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BRANDING GUIDELINES

CONTENTS

INTRODUCTION 3 MIDDLETON–CROSS PLAINS AREA SCHOOL DISTRICT — OFFICIAL NAMES

MISSION AND VISION

DISTRICT LOGO MAP

DISTRICT LOGO

- Primary Logo - Parts of the Logo - Color Codes - Color Variations - Font - Scale and Clear Space - Dos and Dont’s - Heritage Logos - Tertiary Logos

7 8 9 10 11 12 13 15 16

EXAMPLES OF GOOD USE

- Website and Social Media 17 - Environmental Graphics 18 - Marketing Materials and Presentations 19 - Merchandise and Swag 20

PG / 2

CARDINAL’S JOURNEY

GENERAL RULES

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

PG / 3

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

PG / 4

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 aand 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.

PG / 5

DISTRICT LOGO MAP

4K / Early Learning

ELEMENTARY SCHOOLS

Elm Lawn Elementary

Northside Elementary

Pope Farm Elementary

MIDDLE SCHOOLS

Glacier Creek Middle School

HIGH SCHOOLS

Clark Street Community School

Sauk Trail Elementary Kromrey Middle School

Park Elementary

Sunset Ridge Elementary

West Middleton Elementary PG / 6

Middleton High School Official Logo

Middleton High School Athletics Mascot

ELEMENTARY SCHOOL MASCOTS Color Codes Color consistency is crucial to the brand. Please follow the approved colors shown here. CMYK

RGB

HEX #

For standard/in-house printing use

For web/digital use

C: 30 M: 100 Y: 100 K: 38

R: 125

G: 20

B: 22

# 7d1416

C: 0

M: 40

Y: 85

K: 14

R: 218

G: 146

B: 55

# da9237

C: 0

M: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 91 M: 75

Y: 12

K: 1

R: 49

G: 85

B: 150

# 315496

C: 71 M: 4

Y: 49

K: 0

R: 60

G: 180

B: 155

# 3cb49b

C: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 14 M: 100 Y: 94

K: 4

R: 202

G: 32

B: 44

# ca202c

C: 66 M: 59

Y: 56

K: 38

R: 75

G: 75

B: 77

# 4b4b4d

C: 0

M: 22

Y: 91

K: 0

R: 255

G: 200

B: 47

# ffc82f

C: 0

M: 51

Y: 90

K: 0

R: 247

G: 146

B: 51

# f79233

C: 52 M: 70

Y: 80

K: 70

R: 58

G: 36

B: 21

# 3a2415

Sauk Trail Elementary

C: 90 M: 30

Y: 100 K: 0

R: 2

G: 137

B: 72

# 028948

C: 0

M: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

Sunset Ridge Elementary

C: 93 M: 74

Y: 15

K: 0

R: 41

G: 87

B: 149

# 295795

C: 6

M: 28

Y: 80

K: 0

R: 238

G: 185

B: 79

# eeb94f

West Middleton Elementary

C: 70 M: 66

Y: 62

K: 65

R: 44

G: 42

B: 43

# 2c2a2b

C: 40 M: 38

Y: 42

K: 2

R: 158

G: 147

B: 139

# 9e938b

Elm Lawn Elementary

Northside Elementary

Park Elementary

Pope Farm Elementary

M: 0

MIDDLE & HIGH SCHOOL LOGO & MASCOTS Color Codes Color consistency is crucial to the brand. Please follow the approved colors shown here.

Glacier Creek Middle School

Kromrey Middle School

Middleton High School Logo

Middleton High School Mascot

Clark Street Community School

CMYK

RGB

HEX #

For standard/in-house printing use

For web/digital use

C: 30 M: 100 Y: 100 K: 38

R: 125

G: 20

B: 22

# 7d1416

C: 0

M: 40

Y: 85

K: 14

R: 218

G: 146

B: 55

# da9237

C: 0

M: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 19 M: 95

Y: 95

K: 8

R: 188

G: 48

B: 43

# bc302b

C: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 30 M: 100 Y: 80

K: 40

R: 122

G: 17

B: 37

# 7a1125

C: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 30 M: 100 Y: 80

K: 40

R: 122

G: 17

B: 37

# 7a1125

C: 0

Y: 0

K: 100

R: 0

G: 0

B: 0

# 000000

C: 20 M: 4

Y: 80

K: 0

R: 212

G: 216

B: 90

# d4d85a

C: 6

Y: 80

K: 0

R: 166

G: 35

B: 49

# a62331

M: 0

M: 28

Y: 0

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.

Horizontal

Vertical

Compact

PG / 7

Primary Logo – Spanish Version

DISTRICT LOGO Parts of the Logo

District Icon

PG / 8

District Wordmark

DISTRICT LOGO Color Codes Color consistency is crucial to the brand. Please follow the approved colors shown here.

PRIMARY

ACCENT

COLORS

M: 100

For standard/in-house printing use

100

195 C

490 C

122

145

255

143

255

144

255

PMS (PANTONE) Professional printing/one-color ink use

RGB For web/digital use

HEX # For web/digital use

PG / 9

CMYK

#7a1125

M: 86

#42131a

M: 0

Black

#00000

M: 0

Warm Grey

#918f90

M: 0

White

#ffffff

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.

CMYK FULL COLOR

SPOT COLOR

ONE COLOR / BLACK

ONE COLOR / MAROON

REVERSE

PG / 10

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

NOTE: ALTERNATE FONT FOR PROXIMA NOVA

ITALICS

Middleton

THIN

SEMIB0LD

THIN

SEMIB0LD

Middleton

LIGHT

BOLD

LIGHT

BOLD

Middleton

REGULAR

EXTRA BOLD

REGULAR

EXTRA BOLD

Middleton

MEDIUM

BLACK

MEDIUM

BLACK

CHARACTERS/GLYPHS

AB C D E FG H I J K L M N O P Q R STUV WX YZ a b cd efgh i j k l mn o p q r s t u vwx yz 12 34 567 8 9 0, . () * & % $ # @ ! ^ & ! _- + = ?/\] [ { } 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.

PG / 11

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.

SCALE WIDTH NO LESS THAN 1.5" (HORIZONTAL)

CLEAR SPACE

For clear space, the minimum space should be the height or width of the star icon. This gives the logo prominence.

PG / 12

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.

X Do not use backgrounds that are the same color as the logo, complex, busy, or dark in color.

PG / 13

DISTRICT LOGO Dos and Dont’s — Altering or Distorting Logo Maintaining the integrity of the logo helps strengthen the visual brand.

DO NOT... STRETCH OR DISTORT LOGO

RECOLOR LOGO

ADD DROP SHADOW OR 3D EFFECTS REPOSITION ICON WITH WORD MARK

X CHANGE FONT

Middleton-Cross Plains Area School District

RESIZE ICON WITH WORD MARK

Engage . empower . evolve

ADD ELEMENTS OR GRAPHICS

PG / 14

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.

PG / 15

Black History Month (February)

Women’s History Month (March)

National Disability Month (March)

Arab American Month (April)

Asian Heritage Month (May)

Pride Month (June)

Hispanic Heritage Month (September 15 – October 15)

Native American Month (November)

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.

PG / 16

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

PG / 17

EXAMPLES OF GOOD USE Environmental Graphics

PG / 18

EXAMPLES OF GOOD USE Marketing Materials and Presentations

2024 2025

BACK-TO-SCHOOL MAGAZINE

Discover the Difference Middleton–Cross Plains Area School District inclusive. innovative. inspiring

PG / 19

EXAMPLES OF GOOD USE Merchandise and Swag

PG / 20

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, career, and life. It provides a shared language across schools for student growth and readiness.

FF U R EE -- PPRREEPPAARREEDDNNE ES S FA RM AM EO WROKR: K : UT TU UR S SF R EW

Cardinal’s Cardinal’s ourney Journey

NOTE: Because Cardinal’s Journey is a distinct initiative, the cardinal

FOUNDATIONS FOUNDATIONS

graphic is reserved specifically for Journey-related materials and should not be used for general District communications.

PG / 21

CARDINAL’S JOURNEY Dos and Dont’s Illatur rest, es aliae re pre, ea inctum sit esciam, sam inus enis moluptatusci dolor aceaque sum quat et abo. Nequibuscit volupti consenis et labo. Em vidunt ut molut miligni netus audam.

ACCOUNTABLE F U T U R E - P R E PA R E D N E S S F R A M E WO R K :

A Accountable

Cardinal’s Journey FOUNDATIONS

X 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 Journey identity.

PG / 22

WHEN TO USE THE CARDINAL

WHEN NOT TO USE THE CARDINAL

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

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

Use the cardinal graphic when materials directly reference Cardinal’s Journey or the competencies within the framework.

In these cases: • The cardinal should be the primary visual element • The District logo may appear as a smaller secondary element

Do not use the cardinal for general District or school communications.

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.

F U T U R E - P R E PA R E D N E S S F R A M E WO R K :

Cardinal’s Journey

THE CARDINAL MINDSET

Curious Community-Oriented

CommunityOriented

Curious

Accountable

Self-Aware

Accountable

THE CARDINAL FOUNDATIONS Adaptability

Self-Aware

General District materials

Critical Thinking & Problem Solving

Collaboration

THE CARDINAL FOUNDATIONS

Critical Thinking & Problem Solving

Communication

1. 7106 South Ave, Middleton, WI 53562

1. District logo only.

(608) 829-9000

Dear Friends, Colleagues and Community Members: Ribuscipid maxim esti odictet exerio. Lendus res que consedist ist, quis as apis auditis molor accaereici offic tem. Adisinum arionse eaquiatiur, odigendios nis eicimaio. Lenihic imodio. Ut doluptati offic temolup tionser ovitata vel est, quiduci destis as solorestorum sunt et et, ommodis quis es ad quis nonse lab imus. Rias etur ma es consed mint. Nam quam, occabo. Ut fuga. Osti derios vel incit aut porpos aciate seriasp eruntem endam as et, nimolorrum volupta pore officiis ma eatemquatem nam consed eseque excearum sae sunt prae voluptat officto taspernatur, sit, temoloribus debitia int landic tem ium est everis dolecae nonsequae officipsam, voluptate dolorei caborrovid et evernatis volutatur, occusapis magnatem as magnisimpore nistibusdam volupta dolo et odist voluptibus vid que cum qui occatur sa nost volupta ssintur simaion secullorem reste coneseque alitaquatis enis et opta simi, quistio rporepudam, quate plaborrovit, sita sit quiduntore omnisti resectaes enest laciis volupta conseque re magnam sum ea alia con rest odita nonsecepudis rescilit aperior iberum escietu repedio voluptiam, officia iligeni aeceatectiam eum ullut etus est, simetur ibusam fugit perum eature et magnam faciasi ipsa vollabores nectatiusae aut praepti sciaecerum harchicimus millace prescid exerum qui re re peribus nihilibus nonsequunt. Ror aut am, sed quam faceatus voloressus. Tesent optatibus atqui rem ad quisquod estium isquaeped mos everibe ribustiume ea volenditio omnimporro omnimusant offic tet dis coritat. Pudigenes quisci quis dolo maxim nest, unt esci ut harunt mo mossed mint apeles quae pereste moloreh enitam qui to moluptur? Ucias as molorei ctenissit, qui dit, sitatia tquunt. Quisi blabo. Event vent ratur aut ad que perit millaborent fugiati remque dolendae custrum que od quiant quides sin cus, sum quo ommo volum endus. Dolorio voluptate prehend aepero corro magnis aut quistrupta sinveliquia dignimus anda quas quae porerchicit, offiction porem quaerferae voles am idis vendant ulparume es aut voloratemod magnis accus eiure porpore mporiorerum quidenis mod quas ad molute intiae atur, ate plignisquate comnis dolore volori quidunt omniamet, invenec epernatusam re volupti sit volupta tusdam fuga. Ria adignam laci auda consequiatem es et quo dolorem et andantibus diossequiae porro iliti con cusapitium del moluptas qui doloreped ut am, qui iuria qui dem litatque sediasi quatenitatio consenitet et est exceari que nonsequi doluptat. Respectfully,

www.mcpasd.k12.wi.us

PG / 23

Adaptability Collaboration

Communication

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 tto 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 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

Carrie Brooker Public Relations Specialist cbrooker1@mcpasd.k12.wi.us

Jenna Skarlupka Public Relations Specialist jskarlupka@mcpasd.k12.wi.us

Updated: 02/11/2026 PG / 24