The Shelby County Board of Education has officially voted to rebrand Shelby County Schools as Memphis-Shelby County Schools.
With more than 80 percent of students living within the city of Memphis, shifting to Memphis-Shelby County Schools reflects the District’s geographic location and the families serve, according to a media release proclaiming the change.
District officials said rebranding is one of several strategies “as we reimagine education, schools, and communities while raising the national profile of our District.”
The district is Tennessee’s largest and is among the 25 largest public school districts in the United States. Formerly comprised of two smaller districts, Memphis City Schools and Shelby County Schools, it serves over 100,000 students in more than 200 schools. It is the second largest employer in Shelby County with over 13,900 employees, including 6,000 teachers.
Some phases of the rebrand will begin immediately. Full implementation can take up to five years to complete.
The District’s current logo remains in place for now. The new Memphis-Shelby County Schools (MSCS) logo is tentatively scheduled to be revealed at the State of the District address on February 23.
The District will keep its legal name as Shelby County Board of Education.
According to its media announcement, the District’s executive leaders – via a planning committee format, will lead a project plan to develop additional phases and prioritize the short-term and long-term goals.
Here are a set of facts about the rebrand shared with district employees:
Q: What is the District’s plan for rebranding? Why now?
A: When legacy Memphis City Schools merged with Shelby County Schools, it naturally adopted the SCS name and logo because they represent the entirety of the county landscape. What we know is that more than 80 percent of students live in the city limits of Memphis. Rebranding is one of several Reimagining 901 strategies as we reimagine education, schools, and communities while raising the national profile of our District.
Rebranding the District includes implementation of a new logo, signage replacement, website redesign, community and branding awareness, etc. The rebrand proposal was presented last spring at the State of the District. It’s now time to move forward with implementation.
Q: When is this change happening?
A: The Shelby County Board of Education approved the recommendation to change the DBA (doing business as) name of the District from Shelby County Schools to Memphis-Shelby County Schools (MSCS) at its business meeting on Tuesday, Jan. 25, 2022. The DBA name change took place immediately after the Board vote.
The District will keep its legal name as “Shelby County Board of Education”. Some phases of the rebrand will begin immediately and full implementation can take up to five years to complete.
Q: Will my District email change?
A: Yes, the Information Technology team will be updating District staff email addresses to reflect the new name. Please continue to use your scsk12.org email address until notified of your new email address.
Q: Will the District website change?
A: Yes, a new domain has been secured by the District, and we will share the website link once the site has been migrated. We are in the process of updating references to the name change (new DBA) throughout the site.
Q: Do I need to remove all SCS logos from my school, office, or building?
A: At this time, it is not necessary for employees to remove or discard all SCS-branded items. The full implementation of the rebrand will happen in phases. You will receive updated guidance, as we approach each phase.
Q: What logo should I use on documents or promotional items?
A: The SCS logo should no longer be used on new materials. For time-sensitive items that need a District logo, use the Reimagining 901 logo. The new Memphis-Shelby County Schools logo tentatively will be revealed at the State of the District, Feb. 23, 2022,. Some phases of the rebrand will begin immediately and full implementation can take up to five years to complete. You will receive updated guidance, as we approach each phase.
Q: How should I refer to the District?
A: Please now refer to the District as Memphis-Shelby County Schools verbally, in correspondence, on new documents, in promotional items, etc. For time-sensitive printing and presentations that need a District logo, use the Reimagining 901 logo.
Q: What are the legal next steps related to using the Memphis-Shelby County Schools name and/or imagery?
A: The District’s legal team will be providing additional information about trademark and intellectual property rights. More information is forthcoming.
Q. Will the District need/ask for more money for the rebrand?
A. No, the District will not seek additional funds for the rebrand. As with any large organization or company, we have designated funds in the District budget for marketing and awareness campaigns.