An updated look, a shared story, and a new chapter for La Crosse Public Schools
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Nick Marcou
LA CROSSE, Wis., (September 29, 2026) - A new chapter is beginning for public education in La Crosse. At last night’s Board of Education meeting, the School District of La Crosse unanimously approved a new name, logo, and tagline:
La Crosse Public Schools
Grow Here. Go Anywhere.
“This is about much more than a new logo,” said Superintendent Dr. Aaron Engel. “It’s about showing how our schools are all connected. We are one school district, made up of many schools with their own stories, traditions, and pride.”
The Board of Education approved the branding process in May. Since then, multiple rounds of staff focus groups have helped guide the work. Staff members from across the district shared what makes La Crosse Public Schools special and how we can tell that story more clearly.
“School District of La Crosse” can feel formal. La Crosse Public Schools reflects what many people already call us. It puts our community’s name first while proudly highlighting our commitment to public education.
Grow Here. Go Anywhere. connects where students begin with where they can go. “Grow Here” speaks to the foundation students build in La Crosse. They learn, explore, make connections, and discover who they are. “Go Anywhere” speaks to what comes next. Students may choose college, a career, the trades, or another path. Our schools help prepare them to take that next step with confidence.
The new logo brings several familiar parts of our community together. The sun and sky at the top also create the shape of a graduation cap. Its tassel flows into our area’s three rivers. Red shapes represent the bluffs, while green represents the marsh. The pieces come together inside a shield, creating a strong and lasting symbol. The design also has a mosaic feel, with different pieces forming one picture. That represents the schools and communities that make up our district. The colors draw from school colors across our district, with red taking the lead.
The new identity also builds on our story. For nearly 20 years, our previous logo showed a student reaching toward a star. That image represented student potential, creativity, and the drive to reach higher. Those values remain at the heart of who we are.
“This logo and tagline are just the beginning, not the finish line,” said Dr. Engel. “We’re excited to bring our community along for the journey.”
La Crosse Public Schools thanks CEL Marketing PR Design for being a thoughtful partner throughout this process and helping us bring our story to life in a new way.
In the coming months, the district will begin bringing the new identity to life across our schools and community. This work will help create a stronger connection between the district and the many schools that make it special. More details about the timeline and next steps will be shared soon.
La Crosse Public Schools. Grow Here. Go Anywhere.
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