Introducing New Visual Identity Standards Refreshed Reenergized Visual

Introducing New Visual Identity Standards: Refreshed, Re-energized Visual Identity Advisory Group Vinita 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

Who is Landrey. Morrow? Higher Education Clients • University of Kansas • University of Louisiana Lafayette • University of Notre Dame • University of Oregon Corporate Clients • ESPN • X-Games • Reebok • TVA

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 Categorization Categories: • 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”x 9” Envelopes & #10 Window Envelopes

9”x 6” Envelopes & 5 ½” x 8 ½” Notepads

Notecards

Labels and Fax Cover Sheet

Online ordering at marketing. 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