A logo or symbol, along with certain other graphic elements, serves as an external, visual representation of an organization. Consistent use of a single, strong image creates a “visual identity,” building recognition for the organization and contributing to “brand” development, from which the public may gain a sense of the organization’s standards of quality. A “brand” extends beyond logos and graphics; it is more importantly about the special relationships the organization has with its “customers,” and how those relationships are realized. The ability to build a strong college brand is essential to successful recruiting, fund raising, and marketing.
For many years, Gustavus Adolphus College has used the “three crowns” logo as its principal visual element. While the crowns certainly fit the classic definition of a logo as “an easily remembered image that reflects the character of the institution,” the College had not established a unified visual identity program tying a wordmark to the crowns, or even clear standards regarding the existing logo’s use.
No organization can afford to be mistaken for its competitors, and College officials have taken steps to develop a “signature” that would identify the school as Gustavus in a readily recognizable way to its various publics. In 2001, the College’s Integrated Marketing Team (IMT) appointed a visual identity committee to develop an identity system that would include a new “unit wordmark” as the official identifier of the College. A workgroup was assigned by that committee to establish standards for the use of the identifier and its component parts in print and Web communications. This document represents the considered decisions of both the workgroup and the IMT.
The standards described on these pages have been developed to help the campus community use the official College identifiers appropriately. Consistent use of the logo, wordmark, and unit wordmark (see individual pages), across all media, correctly identifies the institution and its mission to the public, thereby promoting brand development. It therefore should be the responsibility of all those who communicate with the College’s varied constituencies to adhere to the guidelines set down here.
If you have questions about usage or applications not covered here, please contact the Office of Marketing and Communication by telephone (507-933-7520) or e-mail (collegerelations@gustavus.edu). The offices of Marketing and Communication and Printing Services are both aware of these standards and will apply them to all appropriate materials.
Contracted vendors who need logos, artwork, or electronic files should contact Printing Services (507-933-6272). New outside requests should be made in writing to the Office of Marketing and Communication at Gustavus Adolphus College, 800 West College Avenue, St. Peter, MN 56082-1498. The College reserves the right to restrict or refuse use of its identifiers by individuals or organizations from outside the Gustavus community.
