Emphasizing a school district's commitment to diversity

Located 25 miles outside of Boston, Framingham Public Schools has long been known for its commitment to diversity and innovative thinking. However, a modified version of their town seal had visually represented the district for many years. When the old town seal phased out, FPS needed a revitalized brand that was current and community-supported.

FPS also needed a new message to capture the essence of their values and emphasize their commitment to innovative thinking and celebration of each student’s uniqueness. To facilitate the process, the district reached out to Rhodes Branding to create a brand identity that spoke to its current mission, vision, and core values.


  • Shared visual identity with the city
  • No recallable brand message
  • Lack of a cohesive color scheme
  • Lack of recognizable brand identity in the greater Boston area


  • Brand workshops to determine Framingham’s competitive advantage
  • Refine and refresh the visual identity
  • Establish brand guidelines


  • Launched new visual identity and brand message
  • Created new slogan
  • Increased brand recognition in the community

Framingham Public Schools




most diverse school district in Massachusetts (via Niche.com)


overall Niche grade

Diversity grade: A

Based on racial and economic diversity and survey responses on school culture and diversity from students and parents (via Niche.com)

Together we formed a diversified branding committee to help guide the process and provide input and feedback. This group included teachers, board members, and stakeholders within their community. Through this process, we discovered the differentiating aspects of FPS we knew we wanted to celebrate in their slogan and visual identity. We then set out to create an identity that inspired and encouraged passion within the district, reflected the district’s pathways to the future, and showcased Framingham Public Schools’ commitment to creating an environment welcoming and accepting of all students.

Before After

After settling on final options, the district gathered community input from parents, staff, and high school students who were encouraged to complete an online form via email, text, social media, and the website. To accommodate their multilingual community, the survey was sent out in English, Portuguese and Spanish. This outreach was successful, yielding over 700 responses.

The result was the launch of an attractive brand identity that FPS and their community are proud of. The brand now celebrates its core values while featuring a new look and feel. It is entirely new in characteristics and can thrive on its individuality. This rebrand will guide the process of creating a new, modernized website with improved accessibility. FPS also looks to this rebrand to boost its efforts in attracting new teachers and staff.

Framingham white lanyard
Framingham blue lanyard
Framingham truck
FPS Mask
Framingham Facebook and Twitter pages

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