Brand Guidelines

  • Public school education was established 175 years ago in Detroit. Today, Detroit Public Schools Community District is the largest school district in the state of Michigan with 106 schools and over 50,000 students. Our mission is resolute: to educate and empower every student, in every community to become their best self and build a stronger Detroit.

    Just as people have unique personalities, brands too should have their own defining characteristics. The easiest way to create a distinct brand persona is to establish a consistent voice that can carry across content and support a strong graphic identity. Below are DPSCD’s brand guidelines, style guide and logos for employee and vendor use when applicable.

    • All names, marks, logos and other symbols may not be altered, reconfigured or added to in any manner. All publications, advertising, marketing, promotional, informational and reference materials, videos, websites, letterhead, envelopes and business cards must comply with the district’s identity standards with respect to the official wordmark and insignia.
    • DPSCD departments and organizations seeking to develop their own identifying logos or wordmarks must contact the Office of Communications and Marketing in advance, and request approval. The Office of Communications and Marketing reserves the right to remove, rescind or withdraw any digital and/or print document, publication or apparel that does not comply with district identity standards.
    • Any unauthorized or improper use of DPSCD copyrighted material may constitute infringement and unfair competition in violation of federal, state and international laws. Detroit Public Schools Community District reserves the right to oppose any use of its official wordmarks and insignias it deems unlawful or improper, even if such use is not expressly prohibited hereunder.

    Please contact the DPSCD Office of Communications and Marketing for all related branding and application use questions: 

    Color Formats

    • PMS (Pantone® Matching System)
      Use: Printing. For offset printing only. Ideal for stationery. Often used in one or two-color jobs. Also used as spot colors on premium brochures in addition to four-color process.
    • CMYK (cyan, magenta, yellow, black)
      Use: Printing. Use in offset and digital printing. Ideal for full-color brochures, flyers, posters and post cards, etc.
    • RGB (red, green, blue)
      Use: Onscreen. The most commonly used color profile in the world of computers, TV screens and mobile devices is RGB. RGB is the process by which colors are rendered onscreen by using combinations of red, green and blue.
    • HEX (hexadecimal color)
      Use: Onscreen for websites

    Resolution & File Type Definitions

    • Low Resolution (lo res): typically used for on-screen presentations, web and email use, and basic document black/white and color inkjet and laser printers; software application - Office 365 suite
    • High Resolution (hi res): typically used for document/collateral and large format printing performed on high-end digital, web and offset printing presses requiring vector based/uncompressed images; software applications - Adobe Creative Suite (InDesign, Illustrator, Photoshop)
    • EPS (Encapsulated PostScript): a vector uncompressed image file format used for high resolution printing
    • JPEG (Joint Photographic Experts Group): a flat compressed image file format for general use
    • PNG (Portable Network Graphics): compressed rasterized image file format for web and screen use