Brand Attributes

The FCPS Brand Framework

Graphic showing brand attributes: Inclusive, creative, dynamic, compassionate, responsible

Brand Attributes

These are physical or emotional attributes we want audiences to associate with our brand:

Inclusive

We are open and accessible, fostering connections that help build stability, security, and strong partnerships across the community. We value diversity and the opportunity it brings to the lives of all our students.

Creative

We value fresh thinking and are constantly finding new ways to achieve the high standards we set for our students and ourselves. We embrace challenge as an opportunity to forge new ground.

Dynamic

We are a motivating force of change. We are forward-looking and ever evolving to ensure we can meet the changing needs of our students and community.

Compassionate

We foster a caring, responsive, and respectful environment. We strive to make a positive difference in the lives of our students and all who live and work in Fairfax County.

Responsible

We are committed to excellence and preparing our students to succeed. As stewards of the public’s trust, we value transparency. We hold ourselves accountable for student achievement and for cultivating the skilled workforce our region’s businesses require.

A graphic of FCPS' Brand Positioning. Text in graphic: Fairfax County Public Schools is a catalyst that transforms our community's most valuable potential - our children - and shapes a thriving future. We are the community's gathering place where, together, we foster creative thinking, a culture of caring, and lifelong connections. In our schools, students share a diversity of experiences that prepare them for success in a global society; teachers creatively challenge and inspire young minds; and parents actively engage in their children's future.

The FCPS Brand

The FCPS brand forms the hierarchy of information for communicating FCPS’ value and benefits to all stakeholders.

Download Brand Assets and Web Resources

Download brand assets such as the FCPS logo and various templates (slide desks, letterhead, etc.), as well as web resources.

Color Palette

Color is a critical component of any brand identity system and a unifying element in all communication materials. The FCPS palette includes modern, fresh, and friendly colors to reinforce a progressive and forward thinking school system.

Logo Guidelines

The Fairfax County Public Schools master brand mark (or logo) is the single most important identifier of the school system to students, parents, teachers, the county, and the entire region.

Editorial Style Guide

All communication should be clear, consistent, and aligned with FCPS’ brand identity. Every message you communicate is a reflection upon you, your school or department, and the entire school division.

Social Media Guidance for Staff

Avoid social media mishaps by becoming familiar with FCPS' Social Media Guidance for Staff.