The Observer, March 2, 2007
Volume XXXIX, Issue 19
Re-rebranding of CWRU underway
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The university has many nicknames, from the difficult-to-pronounce "CWRU" to the geographically misleading "Case Western" to the simple, but incomplete, "Case." However, there can be only one official nickname for the university, and that has finally been decided. Again.
Interim President Gregory Eastwood announced Monday that although the actual name of the university remains unchanged, official references will use the phrase "Case Western Reserve" rather than the previously mandated "Case."
This rebranding of the university comes only four years after the previous attempt to create a new, catchy brand with the so-called "fat man with a surfboard" logo and "Case" name.
The emphasis on the Case name alienated many alumni from Western Reserve University and caused a noticeable decrease in alumni donations.
"The change angered the alumni. Angered alumni stop giving money," said Adam Rupe, VP of Public Relations for USG and student member of the Branding Task Group (BTG).
The university logo is also expected to be changed to something more traditional, though a final decision will not be made until the summer. The logo will likely not return to the previous "rising sun" model, though it may be similar.
"A more modern logo fits with what the university is," said Rupe.
The task group sought input from surveys sent out to alumni and current and prospective students on how to best give equal weight to the Case Institute of Technology and Western Reserve University in the official nickname.
Although "Case Western Reserve" is nearly as bulky as the university's full name, it was chosen by the BTG as the best compromise between the names of the two combined colleges over "Case Western" for logistical reasons.
"The 'Western' by itself is out of context," said Rupe. "'Case Western Reserve' was the overwhelming winner."
The 2003 rebranding occured practically overnight, with new banners going up and new letterhead being printed almost immediately. This change will be more gradual and cost-effective, with banners and letterhead being replaced as they are worn out or used up.
The cost of this rebranding is estimated at $500,000, which is small compared to the amount of money the university expects to recoup from an increase in alumni donations.
Part of the process will be to create an implementation group to determine when and how the new logo and wordmark (branded name) will be used. There will likely be a tiered system of branding that will dictate when the full name of the university is required and when "Case Western Reserve" and "Case" can be used instead.
Although the name change is hoped to have a large impact on financial standing and alumni relations for the university, the effect is not likely to be felt immediately by the average Case student.
"This is not going to change what people call the university," said Rupe.
