La Crosse Central To Rebrand As “Riverhawks”

By Adam Roberts – 2/16/2021

Central High School has a new identity, after the school board last night announced the change from the “Red Raiders” moniker the school has had for years to the new “Riverhawks” mascot that will be phased in over the next year or so.

A survey sent to students and staff yielded Riverhawks as the most popular choice ahead of the runner-up “Bandits”.

A logo with the Riverhawks text was designed by Games People Play, however the “LC” logo will be retained going forward as well.

Superintendent Aaron Engel has said that any change to a school’s identity will take time, likely a number of years, and the change from “Red Raiders” to “Riverhawks” will be gradual. However, principal Troy McDonald says he hopes to implement the new look for the upcoming spring sports seasons.