The Observer, April 6, 2007
Volume XXXIX, Issue 23
Branding group looks to alumni, students for help
click to enlarge
The Branding Task Group (BTG) is in the midst of efforts to develop a new brand name and logo for the university, holding open forums with the Case community and using the online Case Forums to gather feedback.
The forums were part of the BTG's efforts to develop a brand that will resonate with all members of the Case community.
One alumnus at an open forum asserted that the problems with branding extended back to the 1967 federation of the Case Institute of Technology and Western Reserve University, with problems stemming from the merger continuing today.
"This is what you're stuck with," said Dennis Plank, Adelbert '69. "History got thrown in the ashcan."
Lipman Hearne, the company assisting with the branding efforts, conducted surveys of students, staff, faculty, alumni, and community members. Although it was determined that the "Case" moniker is used most often by current students and recent alumni, the surveys also showed that the main concern of the constituency was the loss of "Western Reserve" from the university's branded name, inciting fear that the university would be changing its official name as well.
Even though students are calling the university "Case," alumni feel that Western Reserve should have equal weight in the branded name.
"I know a lot of students feel like this is sustaining the old guard until we all die off," said Plank.
The concern with keeping the Western Reserve name does not, as many suspect, come solely from the Reserve alumni.
"I would be outraged if Case were dropped from the name," said Harold Koppel, Case '49, "just as I can see why Western Reserve alumni are outraged."
The loss of Reserve recognition is not the only problem cited with the change to "Case." Because the word is commonly used in other contexts, it is sometimes hard to differentiate those uses from references to the university.
"Case is too wide a name," said Nancy Johnson, Mather '48. "What is used in the media should be so specific you know it's your university being talked about."
Although the logo was less-frequently cited as a cause for concern, the Branding Task Group has also been looking into ways to improve what many call the "fat man with a surfboard."
To enhance the logo, the following questions are being asked of the Case community: What attributes or concepts does Case Western Reserve University embody? What words do you use to describe the university to relatives, peers, or friends? What images come to mind when you think of Case Western Reserve University?
Many of the same attributes come up in every discussion, from the diversity of colleges and students to Case's role as a community benefactor.
"The university should be a leader in community development," said Johnson.
Contributors to the online forums also cited the university's reputation for top education and cutting-edge research, though many admitted that Case is a lesser-known university that could stand to improve its prestige through its logo.
To many alumni, the image that comes to mind when thinking of Case is the discarded sunrise logo that served the university for many years as part of the seal and as the official logo.
"Whatever happens with the wording, we should go back to the Lux logo so that one thing will be unchanged," said Lenore Koppel, Mather '50.
"The Lux symbol is a consistent link to the past," said Plank.
Consistency has been a common concern among those involved in the branding process, especially with the recent tumult of changing presidents and deans.
"There has been a lot of change lately, as you can see with the passing parade of presidents," said Lenore. "People don't like all that change."
This resistance to change runs counter to the ideals of a university brand, which must conform to current standards of branding.
"The problem with rebranding is that it has to keep changing," said Plank.
However, Plank also noted that Case should not be so worried about developing the best logo or wordmark to enhance its branding, saying, "The best brand is a superior university."
