Madison Reporter

The Madison Metropolitan School District (MMSD) is seeking community input on new mascot branding options for its four comprehensive high schools. This initiative follows the completion of renovations funded by the 2020 Referenda, which were finalized in Fall 2024. The upgrades included athletic facilities, prompting a refresh of the schools' athletic branding.

An inclusive process was initiated in the fall to create a profile for what each school's mascot should represent. Students, staff, alumni, and athletic staff collaborated to ensure that the mascots honor historical significance while embracing modernity and diversity.

A creative brief was developed from these efforts and shared with a professional vendor to redesign the mascot logos. The updated designs aim to better represent each school's identity and foster pride and unity.

The goals of this project include enhancing school pride by creating a unified brand identity across the district, modernizing images to reflect student diversity and values, improving efficiency through clear style guides and trademarking official mascots, and protecting the brand by registering logos.

Financially, the rebranding will not incur additional costs for schools as it is integrated into existing budget allocations for facility updates and equipment purchases. Existing materials do not need immediate replacement; new purchases will adhere to updated branding guidelines. The project also aims to provide all schools with unique mascots where they currently lack one.

Community members are encouraged to review and share their thoughts on the new mascot logos linked below for West, Memorial, La Follette, and East high schools. Feedback will help ensure that the new branding resonates with everyone in the community.