FAQ

Branding guidelines are a graphic system of colors and typefaces anchored by a strong logo. Ashland Public Schools’ branding guidelines have been designed to create a consistent, recognizable district-wide visual presence while embracing the individual character and goals of each school and department.

Yes, K-12 districts and higher education institutions in New England and around the world have brand guidelines. These guidelines are important because they establish a strong brand voice that resonates with all our audiences, which is essential for building brand awareness. The Ashland Public Schools logo and style guidelines help present our messages in a clear, strong and consistent manner.

Ashland Public Schools uses a primary brand that spans each building, division and department to ensure that our messages are clear and consistent. It makes it easier for students and families to identify us, helps unify staff and faculty and helps us in our strategic collaborations with other organizations.

No. The district logo is an essential part of our branding and identification. No visual element should be allowed to undermine or weaken the district logo. Buildings and departments are encouraged to discontinue the use of independent logos (not including a seal) which may give the impression that they stand apart from the APS district and thus do not reinforce the district image. 

To avoid confusing external audiences and diluting the purpose of branding, departments, divisions and buildings should not create their own logo or other identifying marks. Using the recognized Ashland Public Schools name and logo helps to unify all our students, staff and faculty under one brand and ensures a common, mutually reinforcing image of our organization. However, there is a process for creating a graphic look to support a unique identity.

Division and department identification on collateral distributed to the public should show that the department is part of Ashland Public Schools and, if using the district’s logo, must contain the logo in a way that is consistent with current brand standards.

It is important to understand the difference and use of a “logo” versus “art.” A logo is a symbol or word mark adopted by an organization to identify its work, publications, etc. As such, a logo must be consistent and clearly represent the overall organization.

“Art,” however, is more flexible, and may change with each campaign or initiative based on the message that is being communicated at that time and the target of that message. Departments may continue using “art” in communications to create a distinctive message.

APS departments and schools have the flexibility and autonomy to create their own materials using the brand guidelines and the templates provided online for download. Create a special look for your program using color, typography, illustration or photography. If you choose to work with freelancers, make sure you share our Brand Guidelines with them and emphasize to them that they need to incorporate brand elements and concepts into their designs.

Yes. The Information Technology and Media and Communications departments maintain the architecture, design and coordination of content within ashland.k12.ma.us. If you are considering building a new webpage or redesigning your current site, submit a ticket through SchoolDude.

It is not required to add information about translation services or links to translation websites in your email signature, as most email providers have a built-in translation option or add-on extensions for this service. Remember, less is more. If you choose to include this in your signature, we recommend using the following language:

To translate this message, copy and paste it to deepl.com or translate.google.com.

In the main signature, we ask that you only link to Ashland Public Schools' websites. Also, we discourage adding links in your professional email signature pointing to a personal site or social account. Linking to official APS social accounts is fine, but below the main email signature, as shown below:

Follow Us: Facebook | Twitter | Instagram

For existing promotional items, banners, brochures, etc., that carry old branding, there is no need to discard these. Update them when you reorder. The expectation is that all new creative assets follow the refreshed brand standards.

As current supplies of print materials are exhausted, plan to apply the new brand elements in the next monthly, quarterly or yearly cycles for replenishment. Digital channels, including social media, e-newsletters and webpages, can be updated immediately.

There is no specific date by which we expect everything to be updated. We encourage applying the refreshed brand to your digital channels immediately. These tools are cost-effective and easy to use. Knowing budget and staff limitations, we expect it may take at least a couple of years to update all communications as they come due for revision or replacement.

Send your questions or comments to media@ashland.k12.ma.us. We will compile answers to the most common questions and post them here for the district community.