MPS Brand
MPS Creative Expression Guide
The Minneapolis Public Schools brand reflects who we are: a diverse, student-centered district committed to excellence and equity.
Our visual identity, from logos to colors to photography, helps unify how we communicate, build trust and connect with our community.
This guide ensures that every message we share is clear, consistent and unmistakably MPS.
Core Elements
District Logo
Overview
The Minneapolis Public Schools logo features three circles in yellow, blue and red, symbolizing the connection between students, families and educators. The design reflects our district's values of unity, diversity and continuous growth. Its bold, modern form captures the energy and forward momentum of MPS as we work to support and inspire every student.
Primary Logo Usage
The primary MPS logo is the most recognized and widely used version, featured in most official communications and materials. It includes the full-color icon (yellow, blue, red) paired with a horizontally stacked wordmark, and is available in three approved formats to accommodate different layout needs.
Usage Rules
- Always include all three primary colors in the icon - never use just one.
- Maintain 0.25” clear space around the entire logo.
- Use against a neutral or white background for best visibility.
- Ensure the icon and wordmark are legible in both print and digital formats.
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IMPORTANT: No new logos or visual marks may be created or used without first consulting the MPS Communications Department. All branding must be approved to ensure consistency and compliance with district standards. |
Improper Logo Usage: What Not to Do
To maintain the integrity and recognition of the MPS brand, it’s important to use the logo consistently and correctly. The examples below highlight common mistakes to avoid when applying the MPS logo across materials.
Don't use the logo only in one color.
Don't stretch, squash or distort the logo.
Don't add shadows, outlines or other effects.
Don't create your own version.
Don't use outdated or unofficial versions of the logo.
Don't rotate the logo.
Co-Branding with Partners
When partnering with another organization, it’s important to maintain brand clarity and visual balance. In co-branded materials, the MPS icon (without the wordmark) may be used to pair alongside an external logo when space or design needs call for a more compact layout. This helps maintain brand presence while respecting the visual weight of both logos. All co-branding should be approved by MPS Communications to ensure alignment with usage guidelines.
Exceptions to the Standard Logo
While the MPS primary logo should be used consistently across the district, exceptions may be granted for programmatic, cultural, or event-based logos that serve a distinct public-facing purpose. These special-use logos help capture the identity, energy, or cultural significance of a unique initiative while still aligning with the broader MPS brand.
Valid Exceptions
Valid exceptions to creating a unique logo may include district-wide campaigns or long-term public-facing programs with broad visibility or external partnerships—such as “MPS Reads,” “We Are MPS,” “MPS Career Pathways,” or “Out4Good.” These exceptions are typically time-bound, campaign-driven, or identity-specific, and must be developed in collaboration with MPS Communications. Even then, they should remain anchored in the core brand through the use of approved colors, typography, and visual elements.
Why a Logo Isn’t Always Needed
While it’s natural for teams or departments to want a unique logo to represent their program or initiative, a new logo is often not the right solution. Too many logos can dilute the MPS brand, confuse audiences, and weaken the clarity of our communications. Logos should be reserved for the district as a whole or major public-facing campaigns—not for internal departments like IT, Finance, or HR, which are important but not standalone brands.
Guidance for Internal Departments
Instead of creating separate logos, internal departments should use the primary MPS logo on all materials or, when appropriate, an MPS Communications–approved departmental version. If a team feels that a unique visual identity is needed, they should connect with MPS Communications to explore approved solutions. We can help assess whether a sub-lockup or endorsed mark is appropriate, or suggest alternative design treatments that align with the brand while still meeting program goals.
School Logos
Overview
Each MPS school is a unique community, and its logo serves as a stand-alone identity within the district. These logos reflect the school’s name, pride, and culture, but are still part of the broader MPS brand. Any changes to a school logo, iincluding redesigns or refreshes, must go through the MPS Communications Department and follow a formal process that includes input from students, staff, families, and the Board of Education. This ensures transparency, alignment, and community ownership.
Logo Usage
School logos must be used as approved, unaltered, properly formatted, and free of unofficial taglines or visual modifications. Custom variations such as clipart, mascot redraws, or sub-logos are not allowed. Logos may not be changed for at least five years after adoption, unless the school undergoes an official name change.
Co-Branding with MPS
When used in partnership with an external organization, school logos must appear alongside the official MPS logo to reinforce their connection to the district. School logos should not be used alone in co-branded materials.
Elementary Schools
- Green Central Dual Language
- Hale
- Hall STEM Academy
- Hiawatha
- Hmong International Academy
- Howe
- Jenny Lind
- Kenny
- Kenwood
- Lake Harriet
- Lake Nokomis Keewaydin + Wenonah
- Las Estrellas Dual Language
- Loring
- Lucy Laney
- Lyndale
- MPS Online
- Marcy Arts
- Nellie Stone Johnson
- Northrop
- Pillsbury
- Pratt
- Seward Montessori
- Sullivan STEAM
- Waite Park
- Webster
- Whittier
- Windom
Middle Schools
- Olson
- Sanford
- Sullivan STEAM
High Schools
Alternative Schools
Color
Overview
Color plays a key role in making the MPS brand consistent and recognizable. Our palette includes primary, secondary, and neutral tones, each chosen to evoke specific emotions and support clear communication. Primary colors must always be used together, not individually, especially in logos or wordmarks.
Primary Color Usage
The MPS primary colors — yellow, blue, and red — form the heart of our brand. Yellow reflects creativity and warmth, blue evokes trust and competence, and red conveys excitement and strength. These colors represent our community, students, and schools, and must always be used together in official branding, especially in logos and wordmarks.
Secondary Color Usage
Secondary colors like purple, dark blue, orange, and green provide flexibility while staying on brand. They help express themes such as imagination, professionalism, ambition, and growth — allowing designs to reflect a range of emotions and connect with varied audiences.
PURPLE
RGB: 89 31 99
HEX: 591F63
CMYK: 75 100 30 18
PMS: 520C
DARK BLUE
RGB: 28 22 24
HEX: 1C162B
CMYK: 83 82 52 68
PMS: 276C
ORANGE
RGB: 245 122 33
HEX: F57A21
CMYK: 0 64 100 0
PMS: 166C
GREEN
RGB: 158 166 23
HEX: 9EA617
CMYK: 18 0 100 31
PMS: 384C
Neutral Color Usage
Thoughtful color combinations enhance readability, evoke the right emotions, and keep MPS materials visually consistent. The pairings listed here balance contrast, brand tone, and accessibility across print and digital formats.
BLACK
RGB: 0 0 0
HEX: 000000
CMYK: 0 0 0 100
PMS: BLACK
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GRAY RGB: 178 178 178 |
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RGB: 255 255 255 |
Recommended Color Pairings
Pairings to Avoid
Type
Overview
Typography is a core element of the MPS brand, shaping how our voice is seen and felt across all communications. Our primary font, Poppins, provides a clean, modern foundation and should be used most often, especially for headers and titles. PT Serif serves as a secondary font, offering a warm, formal tone for body text and longer content. Accent fonts like Ball Pen and Chlack add playful, expressive touches and should be used sparingly. Consistent use of these typefaces helps ensure clarity, professionalism, and unity across all MPS materials.
Primary: Poppins – headers and clean, modern messaging
Poppins is the main typeface for MPS and should be used in most communications. Its clean, modern look makes it ideal for headers, subheads, and layouts that call for clarity and energy. As the most versatile font in the system, Poppins anchors the brand’s visual tone and helps keep messaging consistent and professional.
Secondary: PT Serif – body content, formal communication
PT Serif is used to complement Poppins, especially for longer body text or more formal communications. It adds warmth and legibility to dense content while maintaining alignment with the MPS tone. Use PT Serif when you need a traditional feel without losing readability or style.
Accent: Ball Pen, Chlack – occasional design flair
Ball Pen and Chlack are expressive display fonts meant to be used sparingly for emphasis, personality, or creative flair. They are perfect for headlines, posters, and student-facing materials — but should never be used for body text or paired with each other. These fonts bring a touch of playfulness to select design moments.
Photos
Overview
Photography is one of the most powerful tools we have for capturing the heart of Minneapolis Public Schools. Whether you’re selecting images from the MPS photobank or shooting your own, the goal is to reflect the energy, diversity, and authenticity of our students, staff, and community.
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PRO TIP: A strong MPS photo should tell a story. It should make the viewer feel connected — whether that’s to the excitement of a classroom, the pride of an event, or the everyday care found in our schools. Look for honest, human moments that reflect the mission and heart of Minneapolis Public Schools. |
Overall Tone
- MPS photography should always feel authentic and student-centered.
- Images should capture real moments of learning, connection, and joy, avoiding anything overly staged or artificial.
- The tone should be warm and welcoming, with a focus on diversity and inclusion.
- Lighting should feel natural and approachable, using daylight wherever possible to support a soft, realistic look.
What to Look For
- Look for images that feature students actively engaged — whether they’re learning, collaborating or simply being themselves in the school environment.
- Classrooms should feel real and in use, with learning tools, interactions and participation on display.
- It’s important to show the cultural richness of MPS, so choose or shoot photos that reflect the district’s diverse communities.
- Educators should be depicted as active participants — guiding, supporting and connecting with students.
- Great MPS photos often include energy and movement, capturing candid moments of action rather than static poses.
What to Avoid
- Avoid overly posed group shots that feel stiff or unnatural.
- Steer clear of cluttered backgrounds, outdated equipment or imagery that doesn’t reflect today’s MPS experience.
- Students should appear engaged, not isolated or passive.
- Flash-heavy, poorly lit or heavily edited images can distort the tone of a message and break visual consistency.
- Be mindful of any signage, brand violations or confidential information that may appear in the background.
- Most importantly, follow MPS’s photo release policies and never use imagery that lacks proper consent.
Shooting Your Own Photos
- When capturing your own photography, use a high-quality camera or smartphone, and aim for natural lighting conditions.
- Take a mix of wide, medium, and close-up shots to offer flexibility in design. Most layouts work best with landscape-oriented images, so shoot accordingly.
- Keep color tones true to life and avoid applying heavy filters or effects.
- Always frame your subject intentionally — centering students or educators in action, with attention to background and composition.
- And finally, before taking or sharing photos, confirm that all individuals are cleared for use according to district photo permissions.
Tone
Overview
Tone of voice is the personality behind our words. It's how we communicate who we are — not just what we say, but how we say it. From district announcements to classroom spotlights, from emails to community events, our tone shapes how our messages are received and how our values are felt.
For Minneapolis Public Schools (MPS), our tone of voice reflects our unwavering commitment to equity, inclusion, and student success. It ensures that every message aligns with our mission: to provide a high-quality, anti-racist, culturally responsive education to every student, every day.
Why We Use a Consistent Tone of Voice
- To build trust across our diverse community by communicating consistently and respectfully.
- To amplify equity by ensuring that our language is inclusive, anti-racist, and student-centered.
- To stay clear and accessible so every stakeholder — regardless of language, background, or ability — can engage with our work.
- To create connection by reflecting our care, authenticity, and deep belief in the potential of every student.
- To represent MPS as a unified district with a powerful purpose and a human touch.
Our Voice in Action
Inspired by leading institutions like Penn State, NYU, Michigan, and the University of South Carolina, our tone is:
| Tone Attribute | What it Means | How it Sounds |
|---|---|---|
| Grounded | Honest, confident, no jargon | "We're making changes, and here's why they matter." |
| Empathetic | Warm, human, caring | "We hear you. We see you. We're here for you." |
| Inclusive | Culturally responsive, identity-affirming | "Every student belongs here -- and we mean every student." |
| Optimistic | Future-focused, encouraging | Together, we can build something better." |
| Transparent | Open, accountable | "We know there's more work to do. Here's what we're doing next." |
| Active | Motivated, forward-moving | "Let's roll up our sleeves and get to work." |
Inclusive Language Principles
We use inclusive language to ensure our messages are respectful and reflective of the people we serve.
- Use person-first, affirming language: “Students experiencing homelessness” not “homeless students”
- Respect identities and pronouns: Ask, don’t assume
- Avoid gendered or binary phrases: Use “everyone,” not “ladies and gentlemen”
- Recognize diverse family structures: Say “families” or “caregivers,” not just “parents”
- Eliminate jargon: Speak plainly and clearly, especially for multilingual audiences
Our Brand Personality: MPS is...
- Committed – to equity, student success, and transformational change.
- Confident – in our mission, our educators, and our students.
- Tenacious – we don’t back down from what’s right.
- Welcoming – everyone belongs here.
- Optimistic – we believe in what’s possible.
- Trustworthy – we show up and follow through.
This personality should be felt in every word we write or speak.
Putting it into Practice
Here are examples of how our voice shows up across key communication channels:
Social Media
Social Media
Voice-Aligned Example: "From the classroom to the community, our students are leading with purpose. Meet Amira, a 10th grader at Roosevelt, who’s launching a tutoring club for elementary students. #MPSProud #StudentVoices"
- Why it works: It’s student-centered, uplifting, grounded in action, and uses clear, inclusive language.
Not Voice-Aligned: “Roosevelt student starts tutoring group. More info on our site.”
- Why it doesn’t work: Lacks personality, doesn’t center the student story or inspire connection.
Family Email Newsletter
Family Email Newsletter Intro
Voice-Aligned Example:
"Dear MPS Families,
This week, we’re spotlighting the powerful ways students are shaping their schools — from climate clubs to culture nights. At MPS, student voice isn’t just heard — it’s leading the way."
- Why it works: Warm, respectful, empowering. Speaks directly to families and reflects core MPS values.
Not Voice-Aligned: "Here is this week’s newsletter. Please review updates regarding student activities."
- Why it doesn’t work: Detached tone, no emotional connection or community-building.
In-person/Face-to-face Communication
In-person/Face-to-face Communication
Scenario: Principal speaking to a caregiver at a school open house
Voice-Aligned Example: “We’re so glad you’re here. Your voice matters — and your child’s voice does too. Our goal is to make this school feel like a second home, where every student is seen, heard, and challenged to grow. Let’s work together to make that happen.”
- Why it works: It’s welcoming, inclusive, personal, and action-oriented. It builds trust and reinforces partnership.
Not Voice-Aligned: “We’ll let you know if anything comes up. There’s a handbook you can read for more info.”
- Why it doesn’t work: It's impersonal, passive, and misses an opportunity to create a meaningful connection.
One Voice, Many Stories
A shared tone doesn’t mean uniformity. It means unity. Whether it’s a principal’s welcome, a social media post from the district, or a parent conversation — our words should always reflect:
- Who we are
- What we stand for
- And who we serve
By speaking with a clear, grounded, and inclusive voice, we build the trust, connection, and momentum to truly transform education — together.