The most common questions we've been getting in the Office of Marketing and Strategic Communications (MarCom) since our last Rethink Smart Update newsletter have been around our visual identity. So, we've created a new Update feature, Asked and Answered. In this first edition, here are answers to some of the most common questions about our visual identity:
Why do we need to refine our logos?
A visual identity program is not just an exercise in aesthetics; it is a crucial asset that strengthens our identity. These mental shortcuts of shapes, colors and words carry all of our institutional goodwill and they cut through a cluttered world of messages that compete for attention.
Who is the visual identity for?
The visual identity stands for all of Western—one University. One of the most important problems the refreshed visual identity solves is that it brings together the entire University under one identity: the circle W and wordmark. We are eliminating a proliferation of marks across entities from alumni relations to athletics to the University as a whole, as well as departments.
One of the more visible changes will be in athletics for two reasons: First, the division has one of the biggest adjustments to make from primarily black and Vegas gold and the use of three Bronco marks to primarily brown and gold and the circle W mark. Second, athletics at any university is highly visible due to news coverage and media broadcasts. Neither of these, however, should be confused with the strategy to create alignment across our entire University. The ultimate goal is to present one University and one brand. Our new identity is strong because it brings all parts of the university together.
Is the University going to spend millions of dollars to replace all the old logos?
No. We will replace the majority of items through their normal life cycle—when they need to be replaced, refurbished or updated.
We have identified some highly visibility instances of our visual identity around campus where replacement in the very near future would make sense strategically. Examples include high-profile areas on Stadium Drive and high-traffic areas around campus. The MarCom budget will cover many of these strategic investments. While departments may incur some modest costs in the transition, how they do so is largely at departments' discretion, keeping in mind that any new materials will need to use the new marks.
What is the timeline for implementation?
The transition has already begun and is continuing. The new visual identity debuted last September with the new Rethink Smart campaign. Departments received their logos and letterhead in the fall and they are already using them. We have begun working with facilities to transition new projects in physical spaces to align with the identity. We have also been working with retailers and licensees this academic year, providing them with updated guidelines.
Because of the fiscally responsible approach described above, there will not be a "big reveal," as we are prioritizing evolution instead. The new identity will be truly felt first in the fall when we all return to campus.
Will an evolutionary approach lead to having a mix of marks for a period of time?
Yes, and that's OK. We have introduced one truly new element: the typesetting of "Western Michigan University." Everything else is a refinement or removal of long-existing elements. Right now, we have four logos that are used at the University level (the W and three Broncos) and seven colors. We've reduced this pallet to one logo, one spirit mark (the refined Bronco) and two colors—brown and gold. What we'll see over time is more consistency. This is a long-term commitment and effort.
Will brown and gold be the only colors available for apparel?
Apparel options in the short term will include brown, gold, white and a spectrum of grays. Heathered versions of these colors will also be part of the mix. In the short term, we are limiting the use of black to circumstances where no other color is available or possible. This is because the current prevalence of black apparel gives the impression that it is one of our brand colors, which is problematic strategically. As we reduce the predominance of black in the market, at some point in the future, we may allow licensees and retailers to return to it selectively as one of many options. This will be evaluated and managed over time.