FAQs

Brand FAQs

Q: What do we mean by “brand,” and why do we need a brand manual?
A: Brand is often mistaken for the logo or symbol representing a business or product. In actuality, the term is shorthand for every association, impression, and opinion our stakeholders think and say about us.

Increased competition in public education and the decline in public funding have forced school districts everywhere to differentiate themselves by better articulating their unique offerings and value.

As a public school district, we are mission-driven. It takes ALL OF US valuing, defining, developing, and promoting our institutional brand to garner the support and resources we need to carry out our mission.

The Brand Manual provides all the necessary information and resources—including usage policies regarding the visual identity, name, logo, and other visual representations of the Round Rock Independent School District—to foster consistent and effective marketing communications across the District.

Q: Can my department have its own brand?
A: Departments should adopt the District brand standards. Establishing a clear and consistent brand identity is critical for recruiting students, attracting expert staff, and maintaining strong connections in the community. A cohesive District identity allows every department and campus to benefit from each audience’s positive associations with the District. It simultaneously strengthens the position of Round Rock ISD, our programs, and our schools.

A solid institutional identity saves significant time and resources. With a strong District brand, departments don’t have to invest in developing their own brand and can focus more on our organization’s mission.

Q: What if we just purchased items with an old Round Rock ISD logo? Should we throw away existing branded materials that don’t reflect the new guidelines?
A: No. To minimize waste, please exhaust existing materials before ordering versions that reflect the updated visual identity guidelines. This supports being responsible stewards of our resources.

Q: Will there be central funding for departments, programs, and campuses to adopt the brand identity in their various marketing materials and resources?
A: There will not be central funding provided to support purchasing updated branded materials or marketing resources for departments, programs, and campuses. However, the brand manual website will be continually updated with digital assets and templates to make those changes as efficient as possible.

The District has also built custom department and campus Canva brand kits to help with design templates to help you align with standards and save time and resources.

Q:What if my department/campus recently created or is considering creating a new logo or brand?
A: Per the Round Rock ISD Brand Policy, departments, programs, and campuses should not create unique logos but follow the guidelines of this website to maintain a clear visual association with the school District.

Distinct department, program, and campus-level identities and differentiators are best highlighted in content and messaging, not a logo that differs from these guidelines.

Q: Do brand standards apply to websites?
A: Yes. Brand guidelines apply to all uses of the District visual identity and marks across all forms of communication executed by any District department, including websites.