introducing new visual identity standards: refreshed, re-energized visual identity advisory group...

IntroducingNew Visual Identity

Standards:Refreshed, Re-energized

Visual Identity Advisory GroupVinita Sauder, Chris Carey, Volker Henning, Marty Hamilton,

Marc Grundy, Carl Swafford, John Williams

Why Refresh, Re-energize?

• 1997 logo taken from public clip art• Scale problems• No horizontal configuration• Wordmark tiered; not modular• Not unifying - missing “One University”

concept

Visual Identity Objectives

• Essence of university• Timeless yet forward thinking• Memorable• Differentiating - distinctive• Scaleable• Modular / Flexible• Works in all media• “One University” Concept

Missing in former logo

Examples of “One University” Concept

Unit is identified in relation to parent/sponsoring organization

Southern Lacking “One University” Concept

Excellent unit logos but no identification or relation to the sponsoring/parent organization

Higher Education Clients• University of Kansas • University of Louisiana

Lafayette • University of Notre Dame• University of Oregon Corporate Clients• ESPN• X-Games• Reebok• TVA

Who is LandreyMorrow?

What Changed?

•Visual Identity Advisory Group chose not to change to a completely different logo; instead, chose to enhance and upgrade the current logo because of public recognition and campus attachment to icon.

•Scalability: In former logo, columns became too large when larger name was desired.

•Type in enhanced logo is stacked and modular, thus flexible for multiple configurations.

•Type has customized joints – the R & N is joined; the A & D is joined, and the R & S is joined.

•Columns realigned, roofline altered, steps altered, left jut reduced.

Seal: Unchanged(For Academic, Official Use

Only)

“One University”Visual Hierarchy: Academic

“One University”Visual Hierarchy: Affiliates

Unit CategorizationCategories:• Administrative and Support Departments• Special Events and Special Interest Groups• Instructional Departments and Schools• Affiliates• Retail Industries

Unit Categorization

Color Palette

•Southern Evergreen is the traditional school color and is the primary color

•The main accent color, or secondary color, is Southern Lime, chosen for its ability to portray a warm, welcoming, and friendly academic community

Color Palette: Bright Palette

Color Palette: Muted Palette

Typography: Serif

Typography: Sans Serif

Goal: Consistency, Recognizable

Goal: Consistency, Recognizable

Stationery System

12”x9” Envelopes & #10 Window Envelopes

9”x6” Envelopes & 5 ½” x 8 ½” Notepads

Notecards

Labels and Fax Cover Sheet

Online ordering atmarketing.southern.edu/

identity

Implementation Timeline• Stationery (use inventory by September

2008)• Printed pieces (use inventory by 2010)• Web (new logo updated by January 2008)• Signs (new signs only)• Vehicle signage (new or refinished

vehicles only)

Campus Debut

• September 10 & 11, 2007• Balloons delivered to all

departments• Visual Identity Standards

Guide

More Information

• Marketing and University Relations• Ext. 2831