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Rutgers assesses it's image with Lipman Hearne

In an effort to improve upon inconsistent identities across its programs, schools, and divisions, Rutgers works with Chicago-based Lipman Hearne to redesign its communications. The effort has been taken by the University to improve overall attraction and retention for students, funding and faculty.
“A strong Rutgers identity has far-reaching benefits,” said the Rev. M. William Howard Jr., Chair of the Board of Governors’ Committee on University Relations and Honorary Degrees. “The critical need to bring additional resources to the university from various sources – federal, state, foundation, corporate and private – means that we must tell the Rutgers story efficiently, clearly and persuasively.”
After undregoing extensive market, organizational and strategy analysis, Lipman Hearne reviewed all communications Rutgers was currently using and had used in the past. This included printed and electronic materials all created and distributed by various departments of the organization. Comprehensive strategy and visual identity development provided redesigns for a standard mark, and a simplified (or "informal") seal. The "spirit" mark was not touched, and remains as part of the new system to be applied in athletic or student groups looking to voice school morale. To efficiently impliment the strategy, technical guidelines and tools for use of the new system were created by Lipman Hearne and administered to the University and its divisions in several phases.






Not only does this new initiative communicate more clearly, it allows the University to appeal
to a greater audience and establish itself as a unique institution in stakeholder and external audiences' minds. I particularly like the execution in the Univeristy's signature mark. The form
and typographic choice provides great flexibility across multiple applications and departments. While not too modern or classically boring, this new logo provides Rutgers with a distinct and fresh mark to eradicate an otherwise fickle past communications effort.

The official press release can be read here.


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