Photo by Richard Hurd
MMSD Unveils New, Aspirational Brand Identity, Inspired by Community Voices
MADISON, Wis.—The Madison Metropolitan School District (MMSD) today unveiled a new brand identity that reflects the district’s values and aims to strengthen recognition across the community and position Madison as a destination school district.
The brand launch introduces MMSD’s first districtwide logo designed with a clear strategy and marketing lens. The logo was shaped by feedback from students, families, staff, community leaders and the Board of Education.
“An organization of our size and importance in the community needs a unifying symbol that builds recognition, fosters pride and supports our mission to prepare every student for success,” said Superintendent Joe Gothard. “This new identity is more than a logo. It’s a visual representation of our collective values, our vision for the future and the strong connections that make Madison unique.”
The logo’s design elements represent core aspects of MMSD and the city it serves:
- A bold “M” stands for Madison, emphasizing the city as the heart of the district’s identity.
- A central book symbolizes knowledge, growth, inspiration and literacy as the foundation of learning.
- Pillars underscore strength, stability and unwavering support for students.
- The Capitol dome and skyline honor Madison’s iconic setting and the pride shared across the community.
“MMSD has never truly had its own unified logo identity,” said Edell Fiedler, MMSD’s senior executive director of communications. “Past logos were donated or created without a comprehensive strategy. This process gave us, for the first time, a purpose-built identity that reflects both who we are and where we’re going.”
“This new brand identity reflects the collective pride we share in our schools and our city,” said Nichelle Nichols, president of the MMSD Board of Education. “It’s a symbol of our commitment to every student and of Madison’s strong tradition of public education. We’re excited to see it unite our community as we look to the future.”
The rebranding effort began in March 2025 and included surveys, roundtables and interviews to gather input from students, families, staff, partners and leadership.
“This is a visual identity that honors our history while boldly looking forward,” Superintendent Gothard said. “It belongs to our entire community, and it represents the strength, pride and promise of public education in Madison.”
The district expects full implementation across facilities, communications and signage over the next year.
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About the Madison Metropolitan School District
The Madison Metropolitan School District (MMSD) is the second-largest school district in Wisconsin, serving more than 25,000 students across 52 schools. The district’s vision is that every school will be a thriving school that prepares every student to graduate ready for college, career and community. With more than 6,000 teachers and staff, MMSD is committed to ensuring the district’s goals and core values are held at the center of its efforts, so students can learn, belong and thrive. For more information, visit mmsd.org.