The Fond du Lac School District is embarking on a rebranding effort to better market and position the good work of our students, staff and community. In doing so, our rebranding efforts better unify our schools to serve as one identity impacting all representative groups in the district.

Though logos and mascots are what most associate with branding, our brand goes far beyond what we see.

Our Brand tells people who we are.
Our Brand is our promise to our students and staff.
Our Brand helps differentiate our District.
Our Brand helps us connect with our community.
Our Brand builds trust through consistency and clarity.

As a district, we will build upon the existing campaign, "The District of Opportunities." The survey results and input from our steering committee highlighted our unique position as the sole large school district within a 20-mile radius offering exceptional opportunities.

The vibrant and diverse Fond du Lac community aligns perfectly with our mission. We will strive for a consistent appearance, feel and message that unifies our entire organization and school community. We are a community of Cardinals, a single family. Every student and family entering our district starts in one of our outstanding elementary schools, benefiting from a support system that guides them to our four exceptional middle schools. These middle schools then nurture students further, preparing them to become Cardinals. With numerous future Cardinals, our District of Opportunities offers the chance to be part of a comprehensive high school or continue at our STEM Academy, both catering to individual needs.

Given our status as Future Cardinals and our shared Cardinal Family, our district will embrace the same maroon color that resonates with our community and local groups. Our district’s simplified look allows us to differentiate our district within our own community.

Our district has previously had two brand identities linked to the high school and the larger community: the traditional F-bird logo and the Fast-F logo. Our new brand integrates an "F" logo that merges elements from both previous logos, maintaining the recognizable Fond du Lac School District, high school and community look. Additionally, the high school’s new brand incorporates elements from previous cardinal logos, honoring tradition while also moving toward a modern and recognizable design. Fondy now has its own unique cardinal logo, distinguishing it from the other 20 high schools in Wisconsin with cardinal mascots, as well as numerous college and professional teams.

This deliberate commitment to a unified brand enhances the great things across all our schools and throughout our district. Our brand continues the tradition of mascots in our schools. As a school district, we are a learning organization that fosters a learning community–our work is always ongoing. It is because of each and every one of you in the district and community that our brand is what it is today and what it will be in the future.

The Fond du Lac School District, mirroring the community, is built on tradition, commitment and community care. The brand represents honor, trust, commitment, decency, and above all, character. We want you to take pride in your school community and district. Display our brand with pride. When you are a part of the Fond du Lac community, you are not a stranger. You are someone who helps to make us who we are.

You are family and in our FDLSD Family.

Whether you are Rocket or Comet proud, Tiger, Shark, Lion or Wildcat as future Cardinals, we roll Cardinals and for FDL and Fondy. You are representing the best. You are representing FDLSD. We love this commitment. We all are for the FDLSD brand.

We thank you for all you have done to help us get where we are today. We hope you know how much you mean to us. We look forward to seeing where Fondy can go in the future. Together, we are strong.

Statement | Rebranding FDLSD