ROSEMOUNT-APPLE VALLEY-EAGAN DISTRICT 196
Building a School Brand from the Ground Up
Emerald Trail Elementary School opened in 2025 as District 196’s newest school, built to support growing enrollment in the Rosemount area within a district of nearly 29,000 students.
As a new school bringing together students and families from across the community, it needed a name and identity that felt familiar, connected, and welcoming from day one.
A School Name to Build From
The District invited students, families, staff, and community members to help name the school. Emerald Trail emerged as a clear favorite. After unanimous approval by the Board, the name became the foundation for the school’s identity.
Built for Student Belonging
Emerald Trail Elementary is the starting point for students who will continue on to Rosemount Middle School and Rosemount High School. The brand was designed to reflect that connection while still establishing a distinct identity for the new school.
Inspired by the clover logos used at the middle and high school levels, the Emerald Trail identity creates a clear visual link across the student experience. The trail element connected the school to the surrounding community and introduces a sense of movement and growth, while supporting colors and graphic details carry consistency across all materials.
"Thank you for your creativity, expertise, and partnership in bringing this brand to life. It’s already part of Emerald Trail and will continue to shape our routines, culture, and sense of community for years to come."
~CHAD RYBURN, PRINCIPAL
Designed for Early Learners
As a new elementary school, the goal was to fun, welcoming, and easy for young students to understand and embrace.
At the center of the brand is Curious, kind, ready to shine—a tagline designed to be simple and memorable, even for the youngest learners. The idea of “shine” extends to the school mascot, the firefly, giving students a recognizable symbol they can connect with. The tagline and SHINE acronym later became the centerpiece of school-wide positive behavior (PBIS) instruction.
A Culture to Match the School Brand
The identity was designed to work beyond visuals and into daily practice.
In collaboration with teachers and school leadership, the tagline became the foundation for the mission, vision, and values that align with District 196 while reflecting Emerald Trail’s culture. The language is clear and usable, creating a culture of high expectations and support for students.
Ready for Day One
When students walked through the doors for the first time, the brand was already part of their experience. From interior signage to branded t-shirts to a new school song, it helped set the tone for what it means to shine at Emerald Trail Elementary.
