Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Branding topic
No spam. Unsubscribe anytime.
South Saint Paul board adopts brand refresh, approves new bull logo and color palette
Summary
On Aug. 25 the South Saint Paul School Board voted 5-0 to approve a district brand refresh including a new side-facing 'bull' logo, a revised maroon-and-gold color palette designed for ADA contrast, and a staged rollout emphasizing digital and apparel updates.
The South Saint Paul School Board voted 5-0 on Aug. 25 to approve a district brand refresh that includes a new side-facing bull logo, a revised maroon-and-gold color palette and an executive summary laying out a phased rollout.
District communications staff framed the change as a visual and strategic update. “A brand refresh is really a visual and strategic update on how the district presents itself,” one staff member said while introducing the proposal. Danette Childs, who led the color- and logo presentation to the board, described the palette decision: “As you can see we're keeping that maroon. We did change it a little bit now it's more of a true maroon whereas before we were more of a burgundy. So we're going back to that true maroon color,” and added that the package restores a rich gold to the primary palette.
Board materials and presenters said the refresh responds to the district's newly adopted strategic plan and upcoming accessibility requirements. Presenters specifically cited ADA color-contrast requirements the district must meet by 2026 and said the revised palette was chosen in part to increase legibility across web, print and apparel uses.
The new graphic identity replaces the district's apple/globe mark with a simplified mark that intentionally emphasizes “South” in the district name and incorporates horn-like elements between the S and P as a nod to the Packers’ mascot. Presenters showed full-color and one-color versions and said the side-facing bull was chosen after feedback from coaches and advisors who tested multiple directions.
Presenters told the board the rollout will be staged: digital and web assets will be updated first, printed materials will follow, and uniforms, signage and large-format replacements will occur on normal replacement cycles rather than immediately. Danette Childs said the design team expects to provide standard files to booster clubs, coaches and vendors and asked only that the approved logomarks not be altered.
Board members praised the community engagement used to develop the package. “It provides confidence to me as we're voting on this tonight, that this is something that will not only be used, but also be part of, who we are as packers,” Director Cummings said.
The motion to approve the brand refresh logos and executive summary carried 5-0. Board members did not identify a mover or seconder on the public record.
The district plans a staff-focused launch immediately following the vote, with public-facing updates to the website and digital channels to follow. Physical replacements (jerseys, signage, court surfaces) will be handled over time as items reach their normal replacement cycle.
