South Saint Paul board approves brand refresh, new side-facing bull logo

The South Saint Paul School Board on Aug. 25, 2025 voted 5-0 to approve a district brand refresh that updates colors, fonts and logos and introduces a simplified side-facing bull as the primary mascot mark.

Board members heard a presentation from district communications staff and community engagement leaders before the vote. Lisa (staff member) described the process as “a visual and strategic update on how the district presents itself,” and said the work focused on modernizing the district look while preserving the maroon identity parents and alumni value.

The new visual package preserves maroon as the primary color and reintroduces a rich gold as a secondary accent. Danette Childs, who led the visual design work, said ADA color-contrast compliance requirements due in 2026 shaped the palette choice and the final mark. “This 1, we can use anywhere,” she said of the chosen gold, explaining the team selected tones that permit wider, accessible use on maroon and white backgrounds.

The new primary mark pairs a typographic lockup emphasizing “South” with a side-facing bull head that integrates subtle horn elements between the letters S and P. Danette said the side-facing design emerged after stakeholder feedback; coaches and advisors preferred the silhouette because it is flexible across apparel and printing options. She told the board the district sought a simpler mark to reduce future licensing risks and lower reproduction costs for apparel and signage.

Presenters described a multi-step rollout: digital assets (website and social media) will be updated first, printed materials will follow, and large physical replacements such as gym floors and stadium courts will occur on their natural replacement cycles. The district explicitly told coaches and booster groups that team-created marks and traditions will be respected; the requirement is that the new district mark (SSP or the bull) appear somewhere on official apparel.

Board members praised the community involvement in the process. Director Cummings thanked staff for broad stakeholder engagement, saying that work gave the refresh credibility. Board member Wendy Felton asked whether the mascot would keep its informal name; presenters said they would involve students and school groups on naming and further rollout decisions.

Motion and vote: The board approved the “brand refresh logos and executive summary” by a 5-0 vote. Superintendent and staff will begin staff-facing rollout the next day and begin public-facing digital updates immediately.

Ending: With the formal vote complete, district leaders said they would meet with apparel vendors, booster clubs and coaches to distribute approved asset files and coordinate timelines for uniform and facility updates.