July 30,
2007
September marks launch of new logo
This September 5 marks the official launch of
Rochester’s new logo. The new design, developed in a year-long
process, is based on input from faculty, staff, students, and alumni. The
logo is one facet of a new graphic identity that involves associated logos
for University schools and affiliates and a new spirit mark for athletics.
The project was set in motion by President Seligman
and overseen by Vice President for Communications Bill Murphy in an effort
to address the lack of coherence among the many logos used by University
departments and offices.
“I don’t know that there was anything
wrong with the previous logo, but it was just not being used,” says
Murphy. “Departments were creating their own logos, and the old logo
wasn’t as flexible as it might have been.”
Murphy convened communicators from throughout the
University in May 2006 to begin work on a new graphic identity. They
considered ideas they wanted the logo to express—concepts that
included research, leadership, freedom, and intellectual strength—and
worked with University archivist Nancy Martin to learn about themes and
images recurrent in Rochester history, school colors, the lore of the
dandelion, and the development of the official seal, use of which had crept
into many venues where only the logo would be appropriate.
University designers, rather than an outside firm,
developed the logo, in continual consultation with faculty, staff,
administrators, students, and alumni. “Because we used in-house
designers, we’ve really been able to minimize the out-of-pocket
cost,” Murphy says. “And we’ve tried to do it in a
way that’s not wasteful, by working with the bookstore to plan
inventory and encouraging offices not to toss out old
stationery.”
The logo will appear on everything from banners and
business cards to sweatshirts and signs. A new spirit mark, a block
“R,” will adorn athletics uniforms and other materials as well
as apparel and novelty items.
“What’s valuable to me is the way the
process has carried out now for a year plus,” says Jonathan Burdick,
dean of admissions and financial aid for the College. “All the
component parts of the University are seeing the benefits.”
Kathleen McGarvey is a writer in the Office of
Communications.
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