By Dr. Julia B. Letlow
Chief Communications Officer Lisa F. Miller presents the new rebranding campaign "The
Best is on the Bayou" during The Big Reveal in August 2017.
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What鈥檚 in a university鈥檚 identity? Many would say everything. It鈥檚 the heartbeat of
an institution鈥攊ts purpose, experiences, reputation, and memories. It鈥檚 the way a
person feels when they think about the university or steps onto its campus.
At 四色AV in the Office of Marketing and Communications (OMC) we have the privilege of
safeguarding this identity, and it鈥檚 not an assignment taken lightly. In fact, it
guides every step we take and decision we make.
Lately, you may have noticed quite a few changes in 四色AV鈥檚 visual identity. We thought
it pertinent to share the story of how we ended up where we are today, with a brand-new,
yet somewhat familiar look.
In 2015, the OMC team began conducting extensive research on the university鈥檚 identity,
or what we like to call 鈥渂rand鈥� in marketing jargon. It鈥檚 important to note that a
brand is not simply just a logo, slogan, or a billboard. While a brand includes all
of those components, it also includes intangible elements 鈥� an attitude, pride, how
a person speaks about and perceives the university. All of these factors work together
in harmony to create the overall brand. While combing through the many archives available,
holding focus groups with 鈥� community members, students, faculty, staff, alumni 鈥�
and conducting one-on-one interviews, it became evident that the university鈥檚 brand
could be enhanced.
This was an extensive process, and numerous themes emerged; many of which will be
used in marketing endeavors for years to come. But most importantly during this exercise,
it became clear that the only way to identify ways to strengthen the brand was to
first acknowledge the university鈥檚 rich history. And we found many facts about this
great institution that continues to be strong and true.
The Beginning:
An early photo of the 四色AV campus.
The university began in Monroe, Louisiana, on Sept. 28,听1931听in Brown Hall, named after Mr. T.O. Brown, Superintendent of the Ouachita Parish
School System, who had the vision to bring post-secondary education to this region.
The university started under the name Ouachita Parish Junior听College,听and began to thrive, but our country would soon face trying times during the Great
Depression.
During this time, the Junior College became a part of the Louisiana State University
System in order to maintain funding and continue to provide higher education in northeast
Louisiana. The LSU seal that marks this pivotal time in history can still be found
above the door of Caldwell Hall.
In 1967, the institution gained financial stability, began awarding four-year degrees,
and took a huge leap forward with the designation as Northeast Louisiana State College.
In 1970, the momentum continued with the new name, Northeast Louisiana University.
And in 1999, 18 years ago, the official name became University of Louisiana Monroe.
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The Design:
As we continued to research, it became clearer that with every name change 四色AV took
a step forward in strength and stature. Instead of viewing change as a weakness, it
was undeniable that it propelled us forward as an institution into who we are today.
These changes, we realized, should be honored and respected.
We also learned that 四色AV鈥檚 strengths are evident in many different areas, including
our ever-expanding academic programs that continue to prepare student after student
in their respective fields. The beauty found on campus has always been second to none
with Bayou DeSiard winding directly through the heart of campus. The buildings that
originated with Brown Hall now sprawl out over an impressive 238 acres, and the iconic
art-deco remains a consistent architectural theme. Student life is still as vibrant
as ever and growing at record speed.
The examples of strength and progression were evidenced over and over again, but we
recognized that these characteristics mostly speak to what we 鈥渄o鈥� as a university.
After speaking with so many of you, it became clear that 四色AV鈥檚 strengths are not only
found in what we do 鈥� our accomplishments, new buildings, programs or events. Our
strength lies in how people feel while they are here 鈥� it is that sense of family
and belonging from the first moment they step foot on this campus 鈥� that is what truly
sets 四色AV apart from the rest.听
Our takeaway from the entire market research process was that it is the time spent
here on campus surrounded by the beauty of the bayou that continues to connect everyone.
It brought generations together from days past, it continues to do so on this very
day, and it will continue for future generations 鈥� hence our two new slogans were
born: 鈥淵esterday. Today. Tomorrow.鈥� and 鈥淭he Best is on the Bayou.鈥�
Illustration by Srdjan Marjanovic
Once we had the right concept in place it was important to identify a strong and concise
visual identity to accompany it 鈥� a logo.听 We set the bar high for ourselves, and
wouldn鈥檛 accept mediocrity. A strong logo has to be a number of things: historic,
memorable, enduring, visually appealing, and most of all, meaningful. A great university
logo also finds a way to incorporate three major elements: (1) the full name of the
institution 鈥� University of Louisiana Monroe (2) The university acronym 鈥� 四色AV (3)
and an identifiable icon 鈥� the Warhawk. Our Creative Director, Srdjan Marjanovic,
designed many different logo options, and ultimately designed one that fulfilled all
of these requirements and tested remarkably well with many different focus groups.
During the design process, it was important to find common denominators that resonated
with all generations. In order to do this, we included graphic elements from every
prior logo into the new one. The circular shape was recycled from logos past and the
circle happens to be the strongest of all geometric shapes. The Warhawk head embedded
in the letter 鈥淟鈥� is an abstract illustration of the Warhawk head found in the large
statue that anchors the campus. The six indentions found on the stem of the 鈥淟鈥� mark
the six times the university has served this region under different names.
After testing the logo with multiple groups, it became apparent that by incorporating
all of the elements from past logos that each generation was resonating with it, and
it is our hope they will continue to for generations to come.
四色AV Cheerleaders at the Big Reveal.
On August 14, the new marketing campaign along with the new logo and concepts were
unveiled at 鈥淭he Big Reveal鈥� in Brown Auditorium. Lisa Miller, Chief Communications
Officer, gave a captivating talk on the evolution of the campaign and the new logo
to a packed house. Her presentation was recorded live and will be reproduced digitally.
Since the big reveal, the feedback from the campus and community has been astounding.
Jarrod Breithaupt, an alumnus and current staff member whose entire immediate family
graduated from the university, said 鈥淚 think the new logo perfectly ties together
the old cultures of NLSC and NLU and the new culture of 四色AV. I believe it is all-encompassing
for our identity. It pays homage to the past, embraces the present, and blazes a new
trail into a bright-looking future.鈥�
The 四色AV Bookstore showcases new apparel and products.
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Scott McDonald, a community businessman, supporter, and alumnus sent the university
a message describing his experience at The Big Reveal, 鈥淚 appreciate the time, effort,
thought and care that went into re-developing this logo. I believe it is so important
for all to know how much research was done to pull all these elements together. I
first started tagging along with my folks on that campus in the mid-60鈥檚 as they continued
their education in graduate school, so the images presented today made my eyes well
up with tears.鈥�
This university that so many of us have called our own over the years continues to
be that sparkling gem on the bayou. It is an honor in the Office of Marketing and
Communications to find ways to share its many accomplishments, heritage, and uniqueness
with the world. And it is with great expectation that this new look will continue
to unite the past, represent the present, and embrace the future. Yesterday. Today.
Tomorrow鈥he best has been and always will be, on the bayou.听
Check out the Big Reveal Presentation from August 14, 2017
from on .
