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Branding: Justin Anderson Responds
The College’s Vice President for Communications, Justin Anderson, responds to today’s post regarding the new branding strategy:
I would like to clarify a few things that you referenced in your post today about the visual identity.
The College shield (or crest) and official seal have not been dropped. These symbols are still part of the visual identity system and will continue to play an important role in our overall presentation. The seal, for instance, will still appear on diplomas. There will be no change there.
We have selected one distinctive wordmark, which is inspired by the typeface used by designer Rudolph Ruzicka on the bicentennial logo. It will take the place of the multitude of Dartmouth wordmarks currently in use across campus. Use of the simpler “Dartmouth”—as opposed to “Dartmouth College”—was established in 2004 and was designed to represent and serve the entire institution. No change there.
The D-pine was designed to provide community members more flexibility when communicating. It is a solution to a clear challenge: how do we communicate effectively in a digital age? The shield, for instance, is virtually illegible when reduced in size for social media. It leaves us without a clear identity in a medium of increasing importance, one where we communicate with prospective students and alumni. To communicate our distinctive identity in a multimedia age, surely we can make room for the shield and the D-pine rather than choosing one or the other.
As one would expect within a community of smart, independent thinkers, there is a range of reaction to the new assets; however, the true change is in our increased capacity to produce professional, integrated communications across many channels, with elements rooted in Dartmouth’s history and location.
Justin asserts that there has been “a range of reaction to the new assets.” I’d sure like to hear from anyone who likes the new visuals. Between my mailbox and social media, the reactions of alumni and students have been uniformly negative.
Addendum: An alumnus writes in:
I call bullshit on Justin Anderson. Clearly, the tree in D is supposed to replace the shield. If you look at the website, they show how it’s supposed to replace the shield on letterhead, envelopes, business cards, brochures, and most all official materials besides diplomas. The wordmark font also looks childish. (To be fair, Harvard’s font also doesn’t look great, but it certainly is better than ours.)
August 14, 2013
Breaking: Of Crips and Bloods and Memories of Ghetto Parties
History repeats itself, first as tragedy and then as farce, or sometimes it just repeats itself. From the New York Times on November 30, 1998: At Dartmouth College, white students at a ”ghetto party” dressed…
June 25, 2013
Dean of the College Charlotte Johnson’s War on Students Part (2/2)
Part 1, Part 2 Today’s post again recounts the events that befell the Freshman. However, the content of the Hanover Police department report reproduced in this space yesterday is supplemented by information from my own…
October 18, 2009
When Love Beckoned in 52nd Street
We were at San Francisco’s BIX last evening, enjoying prosecco, cheese, and a bit of music. A full year of inhabitation in Northern California has unraveled to me no decent venue for proper lounging, but…
October 9, 2009
D Afraid of a Little Competish
So our colleague and Dartblog writer Joe Asch informed me that the D has rejected our cunning advertising campaign. Uh-oh. The Dartmouth is widely known as a breeding ground for instant New York Times successes,…
September 4, 2009
How Regents Should Reign
As Dartmouth alumni proceed through the legal hoops necessary to defuse a Board-packing plan—which put in unhappy desuetude an historic 1891 Agreement between alumni and the College guaranteeing a half-democratically-elected Board of Trustees—it strikes one…
August 29, 2009
Election Reform Study Committee
If you are an alum of the College on the Hill, you may have received a number of e-mails of late beseeching your input for a new arm of the College’s Alumni Control Apparatus called…
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