The Observer, September 7, 2007
Volume XL, Issue 2
New branding reunites alumni, students
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The new university branding, over a year in the making, hit campus this summer and found a receptive audience. After a year of creative designs, logo fairs, and student polls, University Relations has presented a solid, and hopefully lasting, branding for the school.
The previous branding campaign, conducted in 2004, met with opposition from some of the university's alumni. Last fall, Interim President Gregory Eastwood charged the formation of a Branding Task Group to measure the effectiveness of the then-current logo and branding.
The committee was composed of alumni, deans, trustees, and staff engaging in focus groups and conducting surveys. In the end, it found that the branding failed to equally acknowledge Western Reserve University as a component of Case Western Reserve University, an idea echoed by many in the campus community.
"Branding reworking was warranted, not for admissions, but to maintain relations with alumni from Western Reserve and those who wish to honor the full name of the university," said Sara Waller, an assistant professor of philosophy and cognitive science.
The Branding Task Group immediately suggested a revamp of the logo and proposed a three-month plan to engage faculty, deans, and representatives of all the colleges in order to design a fair and accurate branding for the school.
The first step in the branding campaign ahead was to create a broader Branding Task Group, called the Implementation Committee, which included represenatives from admissions, communications, student affairs, and IT. One of the foremost objectives of the group was to engage the community and students and make the entire process transparent.
"I found that the process itself was more important than the outcome, because it allowed us as an institution to have important discussions about who we are and how we would like to be perceived," said Lara Kalafatis, Vice President of University Relations.
In April, the group began its initial research and surveys for the new branding, which resulted in a number of potential designs. After numerous student and faculty surveys and logo fairs, the committee narrowed the list down to just one – the current logo.
The fairs and surveys "provided a forum in which over 10,000 alumni, students, faculty, and staff were able to share their opinions throughout the process," said Kalafatis. "One of the questions on the final survey stated, 'Do you feel that your opinions or comments are reflected in the final outcome?' – over 90 percent said yes."
Though University Relations was mainly focused on resolving issues among the alumni, they created a concrete logo most students heartily support as opposed to the so-called "fat man with a surfboard." Some students, however, raise the issue of the finances involved in the process.
"It's unfortunate that we've had two branding campaigns in a couple of years. The cost for both campaigns was significant. I have no aesthetic issue with the new logo, but I think it's important that the alumni are on good terms," said senior Andrew Osten.
"It is certainly an improvement over the disastrous prior effort, and had to be done," said Chris Flint, an associate professor in the English department. "I like the fact that it involved some kind of consensual process throughout the university community (old and new) and linked the new symbol to the old. The symbolism is simple and clear."
Many of the students and faculty are aware of the issues surrounding the alumni, and many applaud the school's serious effort to maintain relations.
"I think for financial reasons it was a good change, since this is supposed to make alumni want to donate to the school," said sophomore Sam Salman.
And apart from the deeper motivations surrounding the campaign, most faculty and students are satisfied with the aesthetic change.
"I like the new symbol better than the old one, though I admit that my response is just a visceral aesthetic reaction. I doubt very much that the new branding will draw more applicants to the school. We have a reputation that does, and should, do that for us without new symbols or campaigns," said Waller.
"Certainly, it feels comfortable and correct," said junior Joe Gigliotti. "Its visual appearance is more enjoyable."
"I like the new brand. For me what is important is what is behind the image – a committed community of learners and scholars taking on the challenges of an increasingly complex and troubled world," said Dr. Peter Whitehouse, a professor of neurology at the School of Medicine.
