To help our internal community understand the identity refresh that brings us a stronger more contemporary design for our academic mark, the following questions and answers are provided:
Q: Why is Penn State moving to refresh its longstanding mark?
Having a strong and contemporary identifying mark is key to the continued recognition and success of any enterprise. We began to study the design issues associated with the mark in 2013 by conducting interviews with the communications and marketing community at the University. The overwhelming response signaled a need to look at the mark with the stipulation of maintaining the shield and Lion Shrine as key design elements.
The academic shield mark that we’ve been using has served us well for almost three decades. For any mark, that time period is really well past the normal time span for a refresh. We have been fortunate to have had such a strong design created in the mid-1980s, but the digital age has made it clear that the design no longer works well for various platforms like video and the Web — both platforms that are key to any communications efforts.
This identity refresh applies only to the academic mark — the shield. The refreshed design of the mark focuses on our Nittany Lion in a more engaging and contemporary manner, and will allow us to use it in digital spaces and on television without losing sharpness or visibility (as the old academic mark does).
The mark used by Intercollegiate Athletics defines its brand and separates those activities from our academic enterprise. It will not change. The University seal will be used as it always has been — on diplomas, specialty items from licensed vendors and official documents that contain our formal imprimatur.
Q: Is the University rebranding itself?
No. The Penn State brand is very strong and the envy of many other universities. The newly refreshed academic mark, along with our brand platform of the ‘inspired doer,’ simply elevates the strength of Penn State and increases brand awareness. The refresh in our mark is an investment that we expect to pay dividends in terms of attracting students and retaining a recognizable, highly competitive brand.
Q: This is really news to me. Who was consulted in this process?
We are extremely excited about the public unveiling of this identity refresh, and we have shared the design with various members of the Penn State family throughout the process, to gauge reactions and gather input. We are planning to reveal the full identity refresh when our University community returns to campus in the fall, so that we can all share in the celebration.
The initiative was guided by the University Marketing Council In addition, an Identity Advisory Committee helped to select the firm (Jerry Kuyper Partners) as well as guide the actual refresh. More than 300 individuals participated in presentations and provided input, in one-on-one, small and large group review and input settings.
Q: Why do we need to change the “traditional” mark? If it’s not broken, why fix it?
The current academic mark that we have used since the mid-1980s is actually not Penn State’s original identifying mark. Originally, the identifying mark for the University was its official University seal, much like the Commonwealth’s seal. We very much want to honor tradition and that is why elements of Penn State’s long-standing symbols, like the shield and the Nittany Lion, are part of this refreshed design. As explained above, the refresh is needed to keep Penn State competitive in the market and to provide a stronger image that could be better used and incorporated in and on items as wide ranging as online and video, to paper publications, shirts, mugs and other products, as well as signage — small and large.
Q: How much did it cost?
The University has paid an identity consulting firm $128,000 for the visual identity refresh, which included not only the updated academic mark but also the overall visual identity system. It was part of a competitive bid process.
Q: How will all of the units across the University gain access to needed resources to change the mark? Letterhead and other printed materials are one thing, but how should we handle the transition on permanent signage, including the large signs that bear the old mark on buildings and at the entrance to many campuses?
The actual official launch of this new look will occur in late August, as a large number of people within our University community return to our campuses. Digital applications will be the first channels to display the revised identity.
The only projected financial resources at this time, involve exterior signage. We are working on a plan to phase signage in over time. Information is being collected on the campus signage and we anticipate the integration of the refreshed identity to take several years.
Other uses should not require additional funds. Supplies of print materials (brochures, letterhead, business cards) should be used with the current academic mark. The revised mark will appear as these items are reprinted on their regular update cycles or when supplies are exhausted.
Q: Who can design new letterhead for me?
When your letterhead supply is running low, you will be able to order new letterhead from the Penn State Multimedia & Print Center.
Q: Now that the mark has changed, can I continue to produce mugs, shirts and other items with the old mark? Or do I have to update my design?
University offices will be expected to use the new academic mark when placing new orders for specialty items.
Q: To whom do I need to speak if I want to reproduce the new academic mark?
You may contact the Department of University Marketing in the Office of Strategic Communications at 814-863-1870. Within the next few months, an online visual identity standards manual and toolkit will be available, making the transition very easy for the University community.