Communications

This page and its subpages are designed to create a consistent presence for the Willmar Public Schools brand across all platforms, schools, and programs. This consistency should come across in every district publication and interaction from social media posts, videos, and documents to the voice that answers the telephone or greets you at the front desk.

The brand also plays a role in the internal dynamics of the district– how staff view the district and how they talk about it at work and in the community. No matter how much work is put into the design of the brand, how well it is perceived depends on how staff, students and parents talk about the district. The brand guidelines should serve as a common thread that shows your audience what to expect.

This brand guide should be shared with every employee and partner that represents the Willmar brand to ensure consistency in how Willmar Public Schools is represented.

This page also establishes approved uses of Willmar Public Schools' names, seals, logos, emblems, images, symbols and slogans (referred to as marks) that are representative of the district. Our name and logos are the most proprietary parts of our brand. 

Members of the community who wish to use the logo on merchandise intended for resale must follow the provisions of the Logo and Trademark Authorization Request Form. For information on licensing or other external use of Willmar Public Schools' graphic identity, please contact Jennifer Marcus, District Communications & Marketing Strategist.

District Marks

Willmar's marks are owned by Willmar Public Schools and they are a valuable district asset. Staff, coaches, current students, and alumni share in the benefits associated with the brand, and therefore also share responsibilities to ensure correct use.

Please consult Jennifer Marcus with any questions about Willmar's marks and their use.

Why does Willmar have guidelines for district marks?

• To protect perceptions and brand integrity

• To maintain tax-exempt status

• To avoid the appearance of endorsing non-district entities

• To ensure accurate representations of relationships with other organizations

Trademarks:

Other marks: 

Authority

The Superintendent has delegated authority for approving use of district marks as follows:

District-approved communications under the direction/supervision of the Superintendent:

• for use in video, print and digital media, clothing and merchandise, and District web pages
• for use by manufacturers of merchandise and products and by vendors (including promotional use).

Use of Marks

Willmar's branding and marks may only be used by current staff, coaches, students, and alumni as provided in this policy and for no other purposes. No other individuals or entities may use district marks without the permission of the Superintendent or Communications & Marketing Strategist.

Staff and Coaches:

• Staff and coaches may only use Willmar's marks in connection with departments, events, programs, projects, activities, publications and products that are officially sponsored or sanctioned by Willmar Public Schools.
  • When a staff member/coach is involved in activities that are not officially sponsored or sanctioned by Willmar Public Schools (such as independent consulting, civic and volunteer work, and publications), use of Willmar's name and marks is limited to identification of the individual’s affiliation with the district(e.g., Jane Smith, Teacher, Jordan Public Schools). Willmar's branding may not be used.
  • Staff members/coaches may not grant permission for use of Willmar's marks to individuals and entities outside of the district without the permission of the Superintendent or Communications Consultant. This prohibition includes granting permission to (a) vendors and others in a business relationship with the district, (b) donors, and (c) activity sponsors. 
  • Staff members/coaches should not create new logos or emblems to represent a district-sponsored department, event, activity, etc. without express permission and supervision of the Superintendent or Communications Consultant.

Students:

• Students may use Willmar's name, but no other marks, to identify their attendance at and degrees from Willmar Public Schools
• Students who wish to use Willmar's marks for student-led activities, clubs, etc. must first obtain approval through the Trademark Use Request Form.

Alumni:

• Alumni may only use Willmar's marks as described below:
  • Alumni may use Willmar's name, but no other Logos/Marks, to identify their attendance at and degrees from Willmar Public Schools
  • If alumni groups wish to produce merchandise incorporating district marks, they must first obtain approval through the Trademark Use Request Form. Such merchandise may only be produced in connection with district-sanctioned activities and must comply with all policies and branding guidelines.
  • Trademark Use Request Form

Additional Considerations:
Use of Willmar's marks must comply with the following:

• In all situations, use of marks by an authorized individual or entity must be consistent with Willmar's mission, vision, and core values
• All uses of Willmar's marks must comply with applicable policies and guidelines
• All uses of Willmar's marks must carry proper trademark designations. This includes TM on unregistered marks when required.
• Willmar's marks may never be altered or combined with another organization’s name or logo without permission from the Superintendent or Communications Consultant

Prohibited Use of district marks and affiliation
The following uses of Willmar's district marks are not permitted, except as otherwise authorized by (a) this policy, (b) other published guidelines or (c) the Superintendent, or other individuals listed in the Authority section:

• The use of Willmar's identity with past marks no longer indicated as approved in the current Brand Guidelines
• By unaffiliated individuals and entities. This includes, but is not limited to, vendors, donors, collaborators, partners and guest speakers, unless permission is obtained through the Trademark Use Request Form
• In a manner that endorses or implies endorsement of (a) a non-district entity, or (b) the programs, products or services of a non-district entity
• By staff, coaches, students, and alumni or others in association with any commercial activity or outside venture
• In situations which will negatively impact Willmar's reputation, or which may have the potential to impact negatively Willmar's reputation. Such situations include, but are not limited to, use of marks in connection with materials which (i) violate any law or regulation, (ii) have the potential to offend a person or group on the basis of gender, ethnic origin, religion, race, disability or sexual orientation, (iii) could be considered to be pornographic, or (iv) could be considered to be defamatory
• In connection with partisan political activities
• Involvement by individual staff, coaches, students, and alumni in a non-district activity is not a sufficient basis for indicating district sponsorship or endorsement and marks may not be used in connection with such activities.

Use of Name, Imagery or Likeness
Requests to use the name "Willmar Public Schools," photographs of the district campus or facilities, or any of its seals, logos, or symbols in advertisements or marketing materials, must be directed to Jennifer Marcus.

Creation or Development of All New Logos and Wordmarks
The development of new logos and wordmarks by an internal team or staff member must follow district brand guidelines and require approval as they represent Willmar Public Schools. All logos, wordmarks and signatures should make every effort to utilize Willmar's branding guidelines, incorporating the fonts and colors. Final approval must be directed to the Superintendent or Communications Consultant.

Enforcement
The district will actively protect its brand from improper use by individuals and organizations not associated with Willmar Public Schools and will ensure that use of marks by staff, coaches, students, and alumni conforms to all applicable policies and guidelines. The Superintendent is responsible for the enforcement of Willmar's marks.

Related Resources

• Trademark Authorization Request Form
• Social Media Guidelines
• Brand Guidelines Document