Close Message
Main Content

Branding Guidelines

A brand is described as the relationship an organization has with its target audiences. Simply defined, it is what a stakeholder thinks or feels when they hear the MPS name – eliciting a positive or negative response. MPS can elicit this response through: 

  • The images it conveys
  • The messages it delivers
  • The interaction with parents, students and the community

To that end, it is important that every brand message is delivered with consistency, ensuring that MPS elicits a positive response among all stakeholders.

To achieve a consistent identity for MPS, we have developed guidelines for communicating our brand. The guidelines described on this page will unify the way we communicate and help to break through the clutter of a competitive marketplace.

All materials produced by MPS schools must include the MPS logo in addition to the school’s branding.

We encourage schools to use the district’s standard font, which is Helvetica Neue. Standard Helvetica also is acceptable.

When neither Helvetica Neue nor Helvetica are available, such as in Microsoft documents, Arial may be used.

Under the direction of the Department of Communications and Outreach, please use these guidelines in all of your marketing and communications. 

Primary Colors (RGB)

These colors provide the uniqueness of the brand.

MPS Primary Colors

Secondary Colors (RGB)

These colors provide the consistency of materials and are a guideline for most district-wide materials and keeping the MPS brand unified.

Secondary Colors

Preferred Logo Usage


For best results, use the preferred presentation of the logo. Alternate formats should be used when there is not enough space. Using guidelines is an important way of maintaining a consistent brand identity. 

MPS Logo Preferred UsageMPS tagline preferred usage

MPS Logo Horizontal - Black and WhiteMPS Logo Horizontal - Black and White with Tagline

Alternate Logo Usage


MPS Alternate Logo MPS Logo - Stacked Black and WhiteMPS Alternate Logo with Tagline MPS alternate logo with tagline

 

What to Avoid


Do not distort MPS logos horizontally or vertically.

Do not distort MPS logos horizontally or vertically

Do not shift parts of the logo; use as provided.

Do not shift parts of the logo; use as provided.

Do not scale logo proportions.

Do not scale logo proportions.

Do not warp MPS logo or apply filters to it.

Do not warp MPS logo or apply filters to it.

Do not place on busy backgrounds.

Do not place on busy backgrounds.

Do not create patterns with logo.

Do not create patterns with logo.

Do not angle.

Do not angle.

Do not create any perspective version of logo.

Do not create any perspective version of logo.

Do not use non-specified colors on logo.

Do not use non-specified colors on logo.

Do not use logo mark without Milwaukee Public Schools name or tagline.

Do not use logo mark without Milwaukee Public Schools name or tagline.

Do not change colors of tagline or any part of logo.

Do not change colors of tagline or any part of logo.

Do not use as part of a sentence.

Do not use as part of a sentence.

Please wait while we gather your results.

Templates

No documents were found matching your criteria.

Contacts

Phone: 414-475-8274

Director:
Denise Callaway
Department of Communications and Outreach
Email: callawde@milwaukee.k12.wi.us

Graphics and Design Specialist:
Molly Quirk
Phone: 414-475-8231
Email: quirkmm@milwaukee.k12.wi.us

Use of MPS Logo

All logo usage must be approved by the MPS Department of Communications and Outreach.

Please call (414) 475-8231 or email quirkmm@milwaukee.k12.wi.us with questions or to request alternative formats.

Email a PDF file of any documents containing the MPS logo to quirkmm@milwaukee.k12.wi.us for approval prior to use or distribution.

© Milwaukee Public Schools 2017
To top