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Lincoln Way 210 adopts new district brand after multi-stakeholder process
Summary
The Board approved a district brand refresh on Feb. 20 after a months‑long process of focus groups with students, administrators and the District 210 advisory; the new mark preserves district recognition while incorporating all three school colors and a new three-word tagline.
The Lincoln Way 210 Board of Education voted unanimously Feb. 20 to adopt a district brand refresh developed through a process of focus groups and professional design services. The district’s communications lead presented a draft brand that retains the “LW210” mark, adds equal representation of all three school colors and introduces a condensed tagline: “where academics, experiences, and opportunities thrive.”
Why it matters: district staff said the refresh was intended to better represent all three schools without requiring the community to relearn the district’s visual identity. The vendor, CELPR, conducted school tours, staff and administrative focus groups, a District 210 advisory session of parents and community members, and a student-only focus group. The presenter said students strongly endorsed a version that preserved recognizability while updating the logo and palette.
Process and timeline: staff said the board approved the brand‑refresh partners in May 2024; the vendor presented two initial concepts in October and a revised third concept after stakeholder feedback. The board was asked to adopt the draft on Feb. 20; staff said the physical and digital rollout is planned through July and August, with the new brand phased in over the summer and active on the first day of the 2025–26 school year.
Budget and rollout details: district staff told the board the refresh work has been budgeted in the public relations budget and that principals’ building budgets will fund some local changes. The district plans to order new flags, podium treatments and other signage over the summer; the presenter said Image 360 has been engaged for signage. The board discussed auctioning retired signage through the district foundation.
Quoted: the presenter summarized the timeline and said, “we're gonna ask you later today in the agenda to approve the draft brand,” and read several student quotes that described the new identity as “very satisfying” and representative of unity among the schools.
Ending: the board’s adoption starts a phased switch from the previous mark; staff projected physical and digital versions of the old brand would be removed by August and the new identity in use at the start of the 2025–26 school year.
