RESURRECTING THE PASSION
THE OBJECTIVE
Revitalize the Southwestern brand, beginning with its logo and extending throughout all touchpoints. Establish the Southwestern brand as a relevant academic experience built for tomorrow.
THE LOGO MARK
The official seal, which had served as a logomark, assumed its proper position as a stamp on official documents. It was replaced by a more modern, versatile version that could take various forms to accommodate both traditional and digital environments.
Before
After
THE BRAND ELEMENTS
Brand elements included; Mission, Core Values, Brand Pillars, Personality, Brand Promise & Support, Voice & Tone, Writing Tactics, Logo Icon & Wordmark, Primary & Secondary Color Palette, and Key Messaging.
KEY MESSAGING
Our key messaging supported our brand promise of an “Education for Tomorrow,” by expanding on Southwestern’s focus on inspiring and nurturing a student’s ability to see things differently, question the status quo, create new ideas, and change the world through personal transformation.
ORGANIZING THE MESSAGE, CLARIFYING OUR PURPOSE
This new brand position was personified in print, video, and website – leading to a consistent presentation of Southwestern University and its importance as a leader in higher education.
