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Parents, alumni and boosters urge MMSD to keep existing high-school logos, criticize redesign process
Summary
Multiple parents, alumni and a high-school booster club president told the Madison Metropolitan School District board that proposed new high‑school logos are unnecessary, poorly designed and that the district should instead involve students and community members in any redesign.
Several community members used public comment at the Feb. 24, 2025 Madison Metropolitan School District Board of Education meeting to object to proposed new logos for the district's high schools.
Jesse Wickerser, a parent of two MMSD students and a West High alumnus, told the board the new logos were "not necessary" and that no compelling reason had been given for the change. He also criticized the district survey used to solicit feedback, saying it did not offer an option to keep the existing logos and therefore skewed responses. "Any money that's proposed to be spent on such an endeavor would be much better put to use purchasing uniforms and things that MMSD currently leaves to local booster clubs to purchase," Wickerser said.
Jamie Baylor, president of the West High Booster Club, said boosters have raised substantial funds for students and facilities and that the proposed West logo "looks a lot like AI." Baylor urged the district to retain student‑designed logos and to involve students in any branding work. Baylor said booster groups have provided hundreds of thousands of dollars in support over the years and asked the board to prioritize student needs over a district‑wide branding change.
Speakers criticized the involvement of a large vendor and asked for a more grassroots, student-led design process. They also said any districtwide rebrand would be slow to implement across existing facilities and athletic uniforms and therefore should be weighed against other district priorities.
Why it matters: Branding choices can affect alumni and community identity, fundraising practices by booster groups, and ongoing costs tied to athletic gear and facility signage. Several speakers asked the board to prioritize direct student support and to ensure student voice in any design process.
