District Branding
Creating a Lasting First Impression
The Fort Smith Public Schools branding represents our district’s commitment to the staff, students, and community we serve. Our brand’s visual identity—which includes the logo, color palette, and typefaces —creates one of the first impressions that the public, community, staff, and students have of Fort Smith Public Schools. With consistent use, it becomes a powerful symbol of our identity, reflecting our commitment to students, staff, and the community.
Fort Smith Public Schools Logo
This is the primary logo for Fort Smith Public Schools, to be used on all official communications.
Our Logo's Story
- Circular Border: Represents unity, community, and the continuous cycle of growth and learning within our district.
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Compass: Symbolizes guidance, direction, and exploration. Reflects our commitment to guiding students on their educational journey, helping them navigate challenges, discover their passions, and chart a course for success.
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District Motto: "Believe. Belong. Become."
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Believe: Emphasizes confidence and self-belief.
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Belong: Highlights acceptance for every student.
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Become: Nurtures growth and empowers students to achieve their best
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Color Scheme: Reflect the sky and river, symbolizing limitless potential and aspirations. These shades also evoke trust and stability, aligning with our commitment to integrity and transparency.
Color Palette
Our color palette is inspired by the natural beauty of our region, incorporating elements that represent the landscape of the Natural State. From the rich greens of the mountains and forests to the expansive blues and violets of the skies and horizons, our colors evoke a sense of place and community. These natural hues are carefully chosen to reflect our values of excellence, collaboration, and community, aligning with the values and vision of Fort Smith Public Schools.
This palette fosters a sense of place and unity within the Fort Smith Public Schools community.
Fonts
Consistent typography strengthens our brand’s visual identity. Our approved fonts are to be used across all district communications to ensure a unified and professional look.
Work Sans Bold
Work Sans Semibold
DM Sans Regular
Cinema Script
Font Hierarchy
For titles, choose between Work Sans or Cinema Script. Work Sans serves as the official typeface for headings, while DM Sans is designated for subtitles and paragraphs. Additionally, Cinema Script can be utilized for accents.
School Logos
School logos act as sub-brands under the Fort Smith Public Schools umbrella. To maintain visual harmony, each school should adhere to district standards while fostering its unique identity.
Brand Consistency
Each employee and board member is responsible for promoting our brand identity and ensuring its consistency. Maintaining the integrity of our brand is key to achieving our mission. While there may be occasions when a degree of flexibility is required, the standards help users apply our brand identity correctly across a wide variety of environments.
Reach out to the Communications Office for questions or to request assistance with branded materials.