By Rachel Morse, Multimedia Editor
Officials will implement a new university brand by January 2013.
Pentagram, a London-based creative firm, presented their final feedback Sept. 28 about university rebranding to officials. OCU hired Pentagram to invent ideas as part of a process started in Summer 2011 to redesign the university’s image.
Two representatives from Pentagram updated campus community members on the company’s progress and revealed the latest developments in the rebranding effort. Designers DJ Stout and Carla Delgado revealed a preliminary version of the school’s potential logo and tagline to the audience.
“What we are developing are branding tools you can use for the next 10 years,” Stout said. “These ideas are all part of the toolbox of your brand.”
For the logo, Pentagram focused on the star atop the Gold Star Memorial Building.
The star’s bottom point stretches down to a pole, while the top of the star extends up, Stout said.
The goal was to create a design that was simple and memorable, he said.
“How can it be the next Nike swoosh or Apple logo?” Stout said.
The audience responded to the design with nods and applause.
The company narrowed the decision to 10 different directions with the help of student feedback, Stout said.
Participants favored the slogan “Shine On” during the presentation.
The understood “you” in the phrase is a powerful message and a call to action, Stout said.
Audience members expressed concern about potential copyright issues with the slogan. Jimmy Dean—a sausage selling company—used “Shine On” as one of its logos.
It is not copyrighted because the company did not trademark the slogan, Stout said. More than 30 entities use it—none of them universities.
“I don’t think we really compete with a breakfast sausage,” Stout said.
Pentagram officials will use all the feedback to present the university with a final brand before January, he said.
The university is moving in the right direction, said Sandy Pantlik, senior director of university communications, adding that the presentation’s results were positive.
“Pentagram has done a great job of taking input from a lot of people and bringing it to light,” she said.
Lindsey Wilson, dance management junior, said she likes the new designs and what they will be for the university.
“I like how they are moving in a modern direction,” she said.
Hayley Galinde, dance management junior, agreed that rebranding will be positive for OCU.
“It was really exciting and refreshing,” she said.
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