Detroit Public Schools Community District superintendent reveals new brand, signaling a new phase in urban education reform for Detroit’s public education system

 DETROIT June 21, 2018 – Detroit Public Schools Community District (DPSCD) Superintendent Dr. Nikolai Vitti announced today the District’s new branding campaign, which includes a new logo and tagline, “Students rise. We all rise.” Ending the school year on a high note, students, families and community members joined Dr. Vitti and members of the Board at Nolan Elementary-Middle School for the official announcement and last day of school celebration. The District will use #DPSCDStudentsRise to share on social media channels.

“We recognized that after developing and implementing our new strategic plan, we did not have an aligned brand identity. This was an opportunity to ask the community for feedback on what represents the best educational experience for students, teachers, staff and families,” said Dr. Vitti. “There was a common thread – student’s first. Our brand reflects a new vision, commitment, and opportunity to prioritize students and traditional public education in Detroit in alignment with our strategic plan.”

More than 800 community members, teachers, principals, and families provided their vision of what DPSCD represents as a new brand was considered. It was evident in the feedback that there is still passion and hope that the school district will rebuild itself to restore the pride it had.

In addition to the logo and tagline, DPSCD unveiled its highly anticipated marketing commercial, featuring its students, teachers, principals, community members, schools, and Cass Tech alumnus/Rapper Big Sean.

This rebrand is one of many initiatives Dr. Vitti rolled out under a newly elected board.

“This year we focused on analyzing and building systems and processes, engaging stakeholders,  and working toward improving teacher pay and equity,” said Dr. Vitti. “As we build upon our momentum entering into year two, we will begin implementing the reform and initiatives driven by our strategic plan and new budget priorities at scale for critical areas such as arts and music, student programs, expanded professional development, enhanced technology, and new curriculum aligned to grade level expectations.”

DPSCD thanks its partners who supported the rebranding project: BLVD Content and Real Integrated, marketing and strategy firms; Detroit Public Schools Foundation, which awarded the District a $20,000 grant; and iHeart Media/WJLB.

The District will continue to celebrate its transformative brand through events and promotions this summer and throughout the 2018-2019 school year. To learn more about DPSCD and enrollment opportunities, visit Stay up-to-date on events and news by liking us on Facebook, or follow us on Twitter and Instagram.


About Detroit Public Schools Community District

Detroit Public Schools Community District (DPSCD) is Michigan’s largest public education system. It is governed by a locally-elected, seven-member board with Dr. Nikolai Vitti serving as superintendent. The District’s mission is to provide every student with a beneficial and rightful educational experience, preparing students to be career and college ready, and qualified to compete in the global market. The District has 106 schools and educates 50,000 children. For more information, visit

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