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District outlines branding refresh; maroon, bull mascot and 'South St. Paul Packers' name to be retained
Summary
Lisa Brandecker presented a district-wide branding refresh intended to modernize visuals while keeping the maroon color, bull mascot and 'South St. Paul Packers' identity; a phased rollout is planned to begin in fall 2025.
Lisa Brandecker, manager of administrative services and communications, provided an update on the district's branding refresh, saying the effort is intended to strengthen the visual identity and align communications with the district's new vision, values and strategic direction. The presentation cited stakeholder feedback that emphasized pride in tradition alongside a desire for inclusivity and modernization. The materials state that core elements — the maroon color, the bull mascot and the "South St. Paul Packers" identity — will be retained.
Brandecker also described accessibility and legal considerations: the refresh will address ADA accessibility, visual clarity and copyright compliance. Board members reviewed draft logo concepts and an updated color palette and provided feedback; the materials indicate final designs will be introduced through a phased rollout beginning in fall 2025.
