brand identity
Midway ISD Brand Value
Midway ISD Brand Value
Our brand is where our story takes shape.
Brand is more than just a logo. It’s an idea or perception that lives in the hearts and minds of people. �A brand is the Reputation, Quality, Personality, Experience, Message, and Unique attributes of an organization.
It’s the intersection of what we say about ourselves, how we act, what people think of us, and why we’re different from other school districts. It’s authentic.
By having a strong, unified brand we shape our audience perception and cultivate a personal connection through the stories we tell.
We are Midway.
Mascot & Paw Print
Midway does not have an official panther paw. If used, panther paws should have four toes, an upside down heart-shaped pad, and no claws.
brand tradition
THE MIDWAY PANTHER
The primary mascot for all campuses and organizations is the Midway Panther.
Logos Past & Present
2020
A unified design with consistent colors connects academics, extracurriculars, staff and students.
brand story
2022
A modern panther that is unique to Midway and maximizes print marketing compatibility was launched for the district’s 75th anniversary.
Midway ISD Brand Elements
Color Breakdown
Primary
PMS: 186c
CMYK: 0-100-80-5
RGB: 200-16-46
HEX: C8102E
Classic Red
PMS: 2945c
CMYK: 100-64-0-16
RGB: 0-76-151
HEX: 004C97
Royal Blue
Secondary (accents only)
PMS: 201c
CMYK: 0-100-63-31
RGB: 157-34-53
HEX: 9d2235
Dark Red
PMS: 294c
CMYK: 100-74-0-45
RGB: 0-47-108
HEX: 002f6c
Dark Blue
PMS: 3005c
CMYK: 100-35-0-2
RGB: 0-119-200
HEX: 0077C8
Bright Blue
Besides consistent use of logos, another unifying visual component is consistent use of color. Classic Red and Royal Blue are the official colors of Midway ISD. These colors play a major role in establishing our identity and should be implemented consistently in all web applications and print communications.
PMS: opaque white
CMYK: 0-0-0-0
RGB: 255-255-255
HEX: ffffff
White
Neutral (for limited use)
PMS: rich black
CMYK: 40-30-30-100
RGB: 0-0-0
HEX: 000000
Black
brand elements
Typography
The district’s typographic identity is visible across many applications, including print, digital and �environmental displays. The following type selections have been made to best represent the voice of the district and to maintain a consistent tone throughout various district communications. ��Montserrat is available as a Google font and Adobe kit font.
Montserrat Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+=
Montserrat Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+=
Montserrat Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*()_+=
brand elements
Midway ISD Activities Brand
Branding is revised periodically updated to address:
Updates to branding are not intended to cause expense to replace any existing materials, products or signage that are in adequate condition.
Implementation of 2022 Branding Update
brand identity
primary marks
MIDWAY�LETTERMARK
PANTHER ‘M’ �LOGOMARK
MIDWAY ‘M’ WORDMARK
The Primary System
Midway ISD has three main marks approved for common use by the district, schools, staff, community and vendors. (District permission required.) The intention of these marks is to be the most commonly used to represent the activities and endeavors of Midway ISD as a whole.
The primary system outlines branding mark usage, specific brand colors and brand typography usage that must be followed to represent the Midway ISD brand correctly.
As much as possible, the Midway ISD advises the use of full-color logos. Where instances arise that production limits color usage, alternate options are outlined in this guide. Many times this will require district supervision and written approval.
primary marks
MIDWAY LETTERMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
primary marks
PANTHER ‘M’ LOGOMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
primary marks
MIDWAY ‘M’ WORDMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
secondary marks
PANTHER HEAD LOGOMARK
FULL PANTHER
MASCOT MARK
MIDWAY PANTHERS ‘M’ WORDMARK
The Secondary System
Midway ISD has three secondary marks approved for common use by the schools and staff. These marks are restricted-use (district approval required) by the community and vendors. The intention of these marks is to be complementary to the primary marks and used to represent the activities and endeavors of Midway ISD as a whole.
The secondary system outlines branding mark usage, specific brand colors and brand typography usage that must be followed to represent the Midway ISD brand correctly.
As much as possible, the Midway ISD advises the use of full-color logos. Where instances arise that production limits color usage, alternate options are outlined in this guide. Many times this will require district supervision and written approval.
secondary marks
PANTHER HEAD LOGOMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
secondary marks
FULL PANTHER MASCOT MARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
secondary marks
MIDWAY PANTHERS ‘M’ WORDMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
alternate/restricted marks
The Restricted System
Midway ISD activities have multiple alternate marks that are approved for use by the school for unique group, media and production needs. These marks are restricted and can only be used with approval from Midway ISD. The following alternate branding mark usage must be followed in order to represent the Midway ISD activities brand correctly.
As much as possible, the Midway ISD advises the use of full-color logos. Where instances arise that production limits color usage, alternate options are outlined in this guide. Many times this will require district supervision and written approval.
alternate/restricted marks
PANTHER HEAD ‘M’ LOGOMARK
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
alternate/restricted marks
MIDWAY PANTHERS WORDMARK - PANTHER ‘M’
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
alternate/restricted marks
PANTHER FACE
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY RED
ON MIDWAY BLUE
ON BLACK
ON LIGHT OR WHITE
DO NOT USE
2-COLOR ON BLUE
alternate/restricted marks
PANTHER FACE ‘M’
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON MIDWAY BLUE
ON MIDWAY RED
activity specific marks
The Activity Specific System
Midway ISD activities have multiple activity specific marks that are approved for use by the school for unique group, media and production needs. These marks are restricted and can only be used with with approval from Midway ISD. The following branding mark usage must be followed in order to represent the Midway ISD activities brand correctly.
As much as possible, the Midway ISD advises the use of full-color logos. Where instances arise that production limits color usage, alternate options are outlined in this guide. Many times this will require district supervision and written approval.
activity specific marks
MIDWAY ACTIVITIES - PANTHER HEAD VERSION
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON BLACK
ON LIGHT OR WHITE
activity specific marks
MIDWAY ACTIVITIES - PANTHER ‘M’ VERSION
Midway ISD has full color, spot color and one-color versions (not all depicted) in multiple file formats available upon request.
ON BLACK
ON LIGHT OR WHITE
Midway ISD Academic Brand
Branding is revised periodically updated to address:
Updates to branding are not intended to cause expense to replace any existing materials, products or signage that are in adequate condition.
Implementation of 2020 Branding Update
brand identity
Campus Logos
brand identity
Office/Department Logos
brand identity
Short Term Themes
brand identity
Primarily for fundraiser purposes, shirt designs may strand from branding for short-term themes only. All official uniforms should be strictly within branding.
Employee Standards
brand identity
Employee Communications
Official communications materials for district employees give credibility to messages. Consistent use district-wide can tighten security due to branding recognition. Remembering that recipients are usually adults, professional designs emphasize that education is a professional field. Cute graphics that appeal to children are not necessary for these pieces.
Access as a Google Doc template
Letterhead
Email Signatures
Options & directions for signature templates are in the Staff Portal. Do not use color or patterned backgrounds for regular email correspondence. Email signatures should be simple, unanimated, and any phrases should represent the ideals of the district and/or campus. Do not use script fonts online or in email, except when standing in as a signature.
Web-friendly address may be added to back of cards
Business Cards
brand identity
Web-based Communications
External websites
brand identity
Sponsorship & Advertising Guidelines
brand identity
Sponsorship Guidelines
Objective: To provide consistent guidelines for sponsorship recognition that acknowledge the generosity of sponsors appropriately while protecting district interests and maintaining district brand and marketing guidelines.
Sponsorships play a vital role in providing quality programs for students above and beyond tax-funding. Sponsorship packages are constructed carefully; packages often include corporate sponsorship opportunities, which should not be confused with placed advertising. Sponsorship guidelines are in place in order to keep focus on the main purpose of any given district or campus program or event, to maintain equitable opportunity for community partnerships, and to distinguish between sponsorships and placed advertising. Thus, sponsorships do not include authority for art direction.
Summary of applicable policies
brand identity
Sponsorship Guidelines for Webpages
Objective: To utilize a district resource to acknowledge the generosity of sponsors and/ or donors. It should be clear that MISD is thanking donors, not selling ads or promoting/ endorsing companies as a referral.
Any MISD program wishing to sell ads for online placement will need to pursue an approval process through the Development Department or Communications Department.
Company logos on MISD webpages
brand identity
Sponsorship Recognition Guidelines On MISD Property
Advertising is available on a contract basis with the Athletics Department for athletics facilities, website, and scoreboards.
Midway ISD’s permit for the campus digital signage is for school business only; no advertising. To keep within City of Waco regulations of no advertising:
Digital Signage
Official Midway organizations may provide yard signs or banners to be placed in a designated area at any Midway campus for a maximum of two weeks. Principals will designate the area for yard signs to be placed on their campus. Yard signs may be removed at the principal’s discretion for any reason at any time.
All yard signs and banners must be:
you do, it must be the correct one.
Yard Signs & Banners
brand identity