The Dickinson School Board received a presentation on a new brand guide that retires the former mascot and establishes the Dickinson High School Mavericks as the districts unified identity. The presentation outlined the final logo, student involvement in the selection, trademark plans and an accelerated uniform rotation backed by a donor and the booster club.
The brand development matters because the district is replacing a long-standing mascot and will standardize logos and uniforms across all sports and activities to ensure consistent visual identity and merchandising control.
District staff member Mr. Fridley presented the logo and brand guide, saying students in grades 5 through 12 voted and the chosen design won by about 60 percent. He described the primary mark as a horse-and-rider image with an "M" on the horses chest and displayed alternate word marks and shields intended for athletic and departmental use. "We're super super jacked about how it ended, how it all finished, and excited to get the new year started as Mavericks," Mr. Fridley said.
The presentation said the final artwork shown to the board differs slightly from the rough ideas students saw during the vote; Mr. Fridley explained the vendor Image Printing and BSN collaborated on iterative refinements. The district will use the new marks consistently across venues so "when you walk into the hockey rink, you're going to see this logo," he said.
On commercialization and control, Mr. Fridley told the board the logo was not yet trademarked and work is underway to register it in North Dakota ("I'm in the process of working on the trademark process in the state of North Dakota"). He said the booster club and a local vendor currently have permission to produce merchandise, and the booster club and a special donor are helping accelerate uniform replacement.
Mr. Fridley described the districts uniform rotation as a four-year cycle and said accelerated replacement will likely result in most varsity teams wearing Mavericks uniforms this coming year, with "probably 3 or 4" teams retaining older uniforms temporarily. He gave cost examples: outfitting the football team runs about $35,000 and basketball about $6,000.
Board members asked about authorized vendors and uniform timing; Mr. Fridley said the booster club and local vendors have the districts blessing to produce apparel while trademark work proceeds. He said the district will avoid sport-specific logo tweaks and keep a single, consistent identity across teams.
The board did not take a formal vote on trademarking or licensing at the meeting; the presentation served as an informational update and staff said they will continue with trademark filings and coordination with booster groups.