How One of the Largest School Districts in the U.S. Is Elevating Schools Through Branding
- Molly Green
- Sep 10
- 3 min read
Updated: Sep 14
When people think of school branding, they often picture logos or mascots. But for Jefferson County Public Schools (JCPS) — one of the largest districts in the country with more than 150 schools — branding has become much more than that. It’s a tool to elevate culture, unify communities, and strengthen pride across an entire district.
Like many districts, JCPS had long operated with a patchwork of school logos, inconsistent mascots, and outdated signage. Each school made do with what they had, but there was no system to ensure professionalism or consistency. Leadership recognized this as a missed opportunity: branding could be a strategic investment that shaped culture, saved time, and even generated revenue.
A vision for branding
Transforming a district this large required visionary leadership. JCPS leaders understood that branding isn’t just about appearances. It’s about identity, trust, and pride. Professional branding could bring schools together under a shared standard while still celebrating each school’s unique character.
By investing in branding, JCPS committed to more than design updates. They set out to build a system that would last — a district-wide approach to ensuring that every school had the tools to succeed.
The work in action
So far, more than 50 JCPS schools have partnered with Brandcat to create new brands and transform their environments. This work has included mascot redesigns, refreshed signage, school-wide brand guides, and murals that bring values to life on the walls.
The results schools are reporting include:
Increased pride among students and staff
Stronger connections with families
Growth in student enrollment at some schools
Higher spirit wear sales and new fundraising opportunities
Building a system, not just logos
JCPS’s approach goes far beyond creating individual school logos. The goal is to build a system that equips every school with the tools they need to use their brand confidently and consistently for years to come. That means:
Equity across all schools: Every school we work with receives the same professional process and quality outcome.
Consistent colors: Each school’s PMS colors are documented and standardized so signage, uniforms, print, and digital materials always look cohesive.
Flexible logo variations: Schools receive a full set of logo formats and layouts, so staff don’t have to double as graphic designers to make them fit across applications.
Accessible files: Every school has the correct logo files at their fingertips for use in both print and digital projects.
Simple brand guides: Easy-to-understand references that explain how to use logos, colors, and fonts without the jargon.
This systematic approach protects the district’s investment, ensures consistency across all schools, and builds a foundation that will last for decades.
Transforming school spaces
One of the most unique aspects of our work with JCPS has been reimagining what signage can do for schools. Instead of thinking about signs as just functional markers, we’ve developed a system that uses paint, graphics, and environmental design to transform spaces in inspiring and efficient ways.
By creating scalable design systems, we’re able to bring consistency across schools while still reflecting each school’s unique identity. Working closely with the district’s paint team, we provide detailed paint schematics, and we partner with a printing company to coordinate large-scale production and installation. This collaborative process makes it possible to deliver impactful transformations at scale.
The result is more than just signs on walls — it’s school environments that inspire pride, reflect values, and energize students every day.
Why branding pays off
For JCPS, branding is more than cultural — it’s practical and financial. A strong brand:
Saves staff time: No more reinventing logos or designing materials from scratch.
Drives fundraising: Creates new opportunities for spirit wear sales and fundraising that directly benefit schools.
Boosts perception: Strengthens reputation and competitiveness, making schools more attractive to families.
Builds pride: Carries from classrooms to athletic fields to community events.
Branding becomes an investment that pays for itself through efficiencies, new revenue streams, and stronger enrollment.
The lesson for other districts
The JCPS story proves that branding at scale is not only possible, it’s transformative. With the right vision and a systematic approach, even the largest districts can unify their schools, protect their investment, and create brands that inspire pride for generations to come.
If a district with more than 150 schools can do it, any district can.
Does your school's brand inspire pride?
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