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Aurora Public Schools hires firm to create new logo

APS has partnered with a branding firm for a new visual identity.
Credit: KUSA

AURORA, Colo. — Aurora Public Schools (APS) has partnered with branding firm Mission Minded for a rebranding of the district.

APS said that after a review of more than a dozen vendors, a $200,000 contract was reached in September with Mission Minded, a national branding company that has members who are based in the Denver area.

APS introduced its previous logo in 2007 and said it needs a brand that is reflective of its community of students, staff and families.

Mission Minded has so far conducted stakeholder interviews, brand strategy sessions, developed key messages and crafted the start of a new visual identity for the district. The firm also plans to survey the community as it solidifies the brand.

Credit: Aurora Public Schools
Aurora Public Schools logo introduced in 2007.

"Rebranding is not only creating a new visual identity, but also getting disciplined about telling the story of who we are," said APS spokesperson Corey Christiansen. "We also want to be more purposeful in identifying the amazing learning and growth opportunities our district provides for students and staff especially as we plan for the future."

APS said the firm will continue working on the rebrand into the 2022-23 school year.

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