Waunakee board rejects sweeping 'clean break' branding mandate; debate centers on cost and transition

The Waunakee Community School District board voted 2–5 to reject a motion that would have required employees to wear the district’s newly approved branding during company time and cleanly ended use of older logos.

Proponents argued the measure, proposed four years after the district approved a new brand, would create a consistent public image and support student belonging. Administrators said community stakeholders and student panels had emphasized cohesion and that the branding process involved stakeholders.

Opponents — including board members who voted no in the roll call — said the proposal lacked a phased plan and would place an undue financial burden on lower‑paid coaches and volunteers who already provide equipment and apparel from limited budgets. Board member Mark said he supported the branding goals but asked for “a little bit clearer pathway” and transitional support; another board member observed the disparity between teams that receive booster‑funded gear and teams whose coaches buy apparel personally.

The motion was put to a roll call vote: Katie—No; Judy—Yes; [board president] (self)—No; Ted—No; Jeff—No; Don—Yes; Mark—No, producing a 2–5 outcome.

The co‑curricular handbook and booster handbook approvals that followed were tabled for one month so staff and the board could align handbook language with any future decisions on branding. Administrators said they will work on a phased approach and clearer guidance for coaches, booster clubs and volunteers, and require booster apparel proofing through the athletic office to avoid future mismatches.