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Wenatchee School District rolls out new brand

Wenatchee School District rolls out new brand

During the District's staff Opening Day event today, Wenatchee School District unveiled a new brand campaign. The new brand includes a new identity, reflecting the school district’s transformation over the last two decades, and a redefined brand promise that reflects the richness and diversity of Wenatchee. Wenatchee School District’s new look and feel represents a commitment to helping every student achieve success and tap into their limitless potential through high-quality instruction, social-emotional support, and career-connected learning. 

In 2021, WSD adopted a new strategic plan, incorporating feedback from meetings with 2,000 community stakeholders, 75 listening sessions with teachers and families, and 63 community and school events. A strategic planning team of parents, students, community members, and district staff also guided and informed the plan’s development. Cornerstones of the plan are our promise to build a foundation of diversity, equity, and inclusion from which each student emerges future-ready and the “Big 6” student outcomes—academic and social-emotional learning goals—along with action steps to achieve them. Along with the new strategic plan, the district embarked on a rebrand process that took well over a year and a half to complete and incorporated feedback collected through the strategic planning process. The work was guided by a 12-person rebranding committee made up of various stakeholders including students. 


“Along with our community, the Wenatchee School District has changed, we wanted a brand and logo that reflected the vibrant richness and diversity of our community from the land to the people— a brand in which each student, teacher, and family can see themselves and feel proud,” said Diana Haglund, Communications Director. The rebranding marks a renewed organization and a strategic plan that recognizes our students come to our schools with different lived experiences, starting points, and needs. The plan and brand are built on a core belief that every student has limitless potential and deserves an education that will help them reach their academic and career goals—whatever they may be.


The District’s website and main administration building signage feature the new logo, images, and colors in line with the new brand identity.


Initial elements of WSD’s new brand identity include:

New Logo: A lettermark logo in which the bold solid lines of a “W” provide a strong foundation for colorful lines to emerge. Each line—like each WSD student—follows its own unique path. The lines have a common starting point but no fixed ending, symbolizing the limitless potential each student possesses. Taken as a whole, the lines resemble a flag in the breeze, representing WSD as a leader in education and a rallying point of pride for the community. The warm and cool tones recall Wenatchee’s rolling land, rivers, and sunsets, but the logo symbolizes more than just the topography of the land. It symbolizes the topography of our community—our people, culture, energy, and promise.


New Brand Promise Statement: 

​​Wenatchee School District’s students, teachers, and staff reflect the diversity and richness of Wenatchee. Through high-quality instruction, social-emotional support, and career-connected learning, we are helping each and every student achieve success and tap into their limitless potential. 

Upcoming Events

December 12
December 13

Interagency Meeting

10:30 AM - 11:30 AM

December 13

Board Meeting

6:00 PM

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