Green Bay Southwest has a new logo. Here's the 60-year old inspiration for the Trojans' new colors
Southwest's official old logo, a white "Trojan" soldier outline over a gray "S" and navy blue square, is no more after the Green Bay School Board approved a new logo on July 28. "Official" carries a lot of weight there: there's several different versions of the logo across the building, Southwest principal Michael Whisler said.
As the district sets off on its high school continuous improvement plan, which includes a proposal to change school start times in 2026, Whisler wanted consistency. Southwest had been working on its vision and mission this past year, and it lined up, he said. He worked alongside the district's communications team to adapt its logo, using Southwest's history as a guide.
"We're just recommitting ourselves to what we want to be as the school, and what we want for our kids," Whisler said.
How did Southwest come up with its new logo?
To set up Southwest's new logo, Whisler and the communications team looked to the past — all the way back to the 1960s, when Southwest opened for students grades seven through 12. At that point, the school was still settling on its identity, which also meant its logo and mascot were up for debate. Fun fact: the reason Southwest's students are called Trojans is because the school held a contest to name the mascot, and a University of Southern California Trojans fan won.
The district also looked to the logo's original colors, which were changed in the 2000s, Whisler said. The new logo brings back the school's royal blue, which Whisler said will also be easier to match to uniforms and other products. The blue now outlines the white "Trojan" soldier and same gray "S," cutting the dark blue box.
What did Southwest students say?
The team also asked students about their perspective. They agreed that the blue box was an issue, Whisler said — the box is part of the logo's trademark, which means it has to be included as part of the official logo. They also supported the new blue.
Staff and families also gave positive feedback, Whisler said.
Where can I see Southwest's new logo?
Overall, the transition to the new logo will be gradual. Southwest won't replace every logo in its building now that the new version's been approved; instead, as things are replaced, they'll have the new logo rather than the old.
Now that the logo's been approved, the district will start the process of trademarking it. Once that change is made, the district will start selling apparel with the new logo. A trademark prevents external vendors from selling school-specific merchandise, district legal counsel Melissa Thiel Collar said.
Still, there's one place you'll be able to see Southwest's new logo soon: the school's basketball court, which is currently being installed. Workers were waiting for the logo to be approved to put down the lines, Whisler said.
This article originally appeared on Green Bay Press-Gazette: Green Bay Southwest has a new logo. The inspiration? Its 1965 students
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