West Des Moines Community Schools Logo with black background

WDMCS Introduces a New Brand Identity

Today, the West Des Moines Community Schools (WDMCS) is excited to launch our new brand, which celebrates our district as a place where students can belong, connect, learn, and launch their future.


Our Brand

Our revitalized brand represents who we are as a district today and our vision for the future.

As a highly-ranked district, we offer one of the largest selections of excellent academic courses and programs in the state, allowing students a customized learning experience. As our world and the needs of our students change, learning experiences must change as well to prepare our students for their future. This is why we recently introduced new online courses at Valley High School and are expanding our first-in-Iowa New Tech schools.

This innovative spirit will continue as our experienced educators meet with families to review grading practices and continue to collaboratively analyze teaching strategies to best meet students’ needs.

Our brand is based on our mission, vision, and values, which were developed by our community members. 


Our Logo

WDMCS noTag RGBPart of the district brand is a new academic logo, which signifies the opportunities we provide our students:
academic achievement, innovative leadership, and unique learning pathways. It represents the district’s future-forward thinking and heralds the innovative possibilities of tomorrow.

The design integrates references to our district’s history by using a “W” and a “V.” The colors were also inspired by our history and represent energy, sophistication, and quiet strength.

Reminiscent of a person with arms outstretched in welcome and triumph, the logo reflects our focus on the people in our district. The three blocks stand for the families, employees, and community members who support each student’s success.

During the next several months, we will introduce the new logo in several areas, including an updated website with new user-friendly features, revised materials, and much more.

More importantly, we will continue to work in partnership with families and the community to educate responsible lifelong learners who possess the skills, knowledge, creativity, sense of self-worth, and values necessary to thrive in and contribute to a diverse and changing world.

We will continue to use our athletics and activities logos—the tiger and the paw—as well as the WDMCS Community Education identity suite. We will also introduce a new identity suite for the Staplin Performing Arts Center. This strategy is based on a typical college or university identity structure.

You may also see the old blue and white district logo around the district. To be conscientious of our resources, we are using up the materials we have instead of just throwing them away.


Our Branding Journey

The district’s brand was developed in our district community by our community members.

In 2013, the West Des Moines Community Schools conducted a communications audit with the National School Public Relations Association. One recommendation of the audit was to incorporate marketing and branding strategies to share the district’s story as a leading school district. Subsequently, the School/Community Relations Office developed a comprehensive communications plan, which included conducting and implementing a branding process by 2016.

The School/Community Relations Office began the branding process in 2014 with assistance from Share Marketing. The process launched in November with a 22-question branding and positioning survey of parents/guardians and employees. Students of Valley High School’s marketing class were also involved in the branding process and participated in the survey. In January, two four-hour branding work sessions were held with nearly 30 parent/guardian, teacher, administrator, and support staff representatives. Through the committee’s work, a brand platform was developed for the district.

The district’s visual identity suite is based on the brand platform. The School/Community Relations Office worked with Love Scott & Associates, Inc., an Iowa agency with 40 years of experience in branding and marketing, to develop the brand identity. Love Scott & Associates President Andrea Love and former Vice President/Creative Director Adam Jensen have a deep understanding of the district through their previous work with staff, students and families on the district activities logo. In addition, Love is a graduate of Valley High School.

The West Des Moines Community Schools Board of Education approved the logos and brand identity in 2015.

Welcome to a reimagined WDMCS. Share the new district brand and our student-inspired district video with your friends and family using #WelcometoWDMCS on Twitter, Instagram, Facebook, and Pinterest!