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FREQUENTLY ASKED QUESTIONS:
Case Western Reserve University's New Logo


What does the new emblem in the logo mean?
The new emblem is a more modern representation of the traditional sun pictured in historical crests of both Western Reserve University and Case Institute of Technology. The new sun is pictured as if viewed from space rising over the Earth.

This representation of light embodies knowledge and the strengths of Case Western Reserve University: the combination of the liberal arts, humanities and health sciences most commonly associated with Western Reserve University and engineering and technology more commonly associated with the Case Institute of Technology. The more stylized sun also features eight rays, representing the university’s current eight schools and college. In addition, the sun is boxed in way to build on the previous logo, yet the right-hand corner of the new outline is open to symbolize global reach and limitless potential.

Who designed this new logo?
The university’s in-house marketing and communications office, in particular its creative services department, created and revised all logo design concepts based on Branding Task Group research, input from online and campus forums and results of the online logo surveys. The team of four award-wining designers has more than 55 years combined experience in corporate, nonprofit and agency environments, as well as in higher education—including nearly 30 years of experience at Case Western Reserve University.

Who decided on the new design?
The new logo was designed and selected using input from thousands of students, faculty, staff, alumni and friends of the university who participated in online and campus forums and from the nearly 10,000 total who responded to two online surveys of design concepts. The Branding Task Group and its Implementation Committee, as well as the Board of Trustees, supported the university community’s selection.

Is the university changing its name?
The name of the university has remained Case Western Reserve University. In 2004, however, the university implemented a new brand and logo, substituting “Case” for “CWRU.” Earlier this year, the university appointed a Branding Task Group (BTG) to analyze research and data that had been collected previously as well as newly commissioned research by consultants Lipman Hearne. After an extensive review of research on the impact of that brand, the BTG recommended that the university create a new visual identity system that equally recognizes the contributions of Case Institute of Technology and Western Reserve University while building on some of the 2004 branding guidelines.

Why did the university decide to change its logo?
Due to continuing discussion among members of the university community who prefer the shortened name versus those preferring the university’s older, complete name and because anecdotal and empirical evidence of the effectiveness and desirability of the mark was being received at different contact points throughout the university, President Eastwood, with the support of the university’s Board of Trustees, assembled a Branding Task Group and charged the group with assessing the situation and presenting recommendations to the board.

Why isn’t the university’s seal in the new logo?
Input from students, faculty, staff, alumni and friends of the university slightly favored the new modernized sun emblem as compared to a version of the seal in design concepts. The seal will remain an important symbol of the university that is reserved for official university documents.

How much has it cost the university to create this new logo?
The university’s in-house marketing and communications office handled all research and all creative work at no cost to the university.

How much will it cost for the university to transition everything over to this new logo?
Full implementation of the new logo is dependent on individual department needs and resources. The university has asked that schools and departments remain fiscally responsible while committing to full implementation over the next 12 months.

How long will it take for the university to fully implement the new logo?
Case Western Reserve University will begin implementation in newly produced materials on July 1, 2007. The university expects full implementation of the new logo to occur over the next 12 months.

Are people going to use Case Western Reserve University all of the time now?
The university’s preferred editorial usage is Case Western Reserve University on first reference in all uses. On second reference the university prefers Case Western Reserve in formal applications. The university also recognizes that—based on a constituent’s relation with the university—there are many ways in which the community will “shorthand” the university’s name including: Case, Case Western, Reserve, CWRU, etc. While it is important that the university provide flexibility to the community in how they reference Case Western Reserve University, senior leadership also recognizes that significant investment and cultural habits have reinforced the “Case” nickname. Therefore, the university will continue to adopt Case on second reference in informal uses, including e-mail applications, the university’s Web address, athletic uniforms, some bookstore merchandise and media references, among others.

 

NEW LOGO: ADDITIONAL FAQ FOR INTERNAL AUDIENCES

When will the logo be made available for use by schools/departments/divisions, etc.?
After July 1, the new logo will begin to be made available on the University Marketing and Communications and Printing Services Web sites.

When and how can I make the logo available to outside vendors?
In order to provide logo files to outside vendors, members of the university community need to submit a written request to the university’s marketing and communications office to newlogo@case.edu. Please include details on usage, including specific applications, duration of use and names of vendors.

When will a full graphic identity manual be available?
The new logo has been designed to build on the university’s current graphic identity with traditional use in the upper left hand corner of most publications and Web sites. By September 1, a full graphic identity manual is expected to be available on the University Marketing and Communications Web site. For assistance with logo usage prior to September 1, e-mail the marketing and communications department at newlogo@case.edu. Please include specific needs in your request.

Is the university using new fonts?
The university continues to build on its current branding with the use of ITC Stone Sans and Adobe Garamond Pro, while considering new fonts. The new graphic identity manual will include all information on font options when it becomes available around September 1 on the marketing and communications Web site. For assistance with font usage prior to September 1, e-mail the marketing and communications department at newlogo@case.edu. Please include specific needs in your request.

Is the university using new colors?
The university continues to build on its current branding with the use of its current color palette. The current palette includes several new color options that have been added over the past year. Details on the color palette are available in the identity guidelines section of the marketing and communications Web site.

Do I need approval to use the new logo and nomenclature?
The new logo has been designed to build on the university’s current graphic identity and editorial policy. A full graphic identity manual and editorial style guide are expected to be available on the University Marketing and Communications Web site around September 1. For assistance with logo or nomenclature usage prior to September 1, e-mail the marketing and communications department at newlogo@case.edu. Please include specific needs in your request.

What should I do if my office still has a lot of unused materials that feature the old logo?
The university has asked that schools and departments remain fiscally responsible while committing to full implementation by using reserves, when appropriate, before ordering materials with the new logo.

When and how can I order business cards, stationery and other collateral with the new logo?
Business cards and stationery will be made available for order on the Printing Services Web site after July 1. Based on quantity, demand and available resources, orders will likely take 10 or more business days to complete. For assistance creating print collateral or Web pages with the new logo, e-mail marketing and communications at newlogo@case.edu. University Marketing and Communications staff will be in touch after July 1. Please include specific needs in your request.

When and how can I order merchandise featuring the new logo for alumni, students, etc.?
Select merchandise featuring the new logo will be made available for priority needs through University Marketing and Communications after July 1. E-mail newlogo@case.edu with your specific request. Additional information on purchasing merchandise with the new logo will be available on the marketing and communications Web site around September 1.

When will the bookstore have items for sale that feature the new logo?
A few items featuring the new logo will be available at the bookstore for purchase after July 1. Additional merchandise will be available after September 1 with new items added periodically throughout the year.

What will happen to merchandise with the old university logo on it?
The university has asked that schools and departments remain fiscally responsible while committing to full implementation of the new logo by using reserves, when appropriate, before ordering new merchandise with the new logo. The university recognizes that significant investment and cultural habits have reinforced the “Case” nickname over the past several years; therefore, the university will continue to make merchandise reminiscent of the old branding available on a limited basis for appropriate constituencies.

When and how can I update my Web site(s) with the new logo?
The new logo has been designed to build on the university’s current graphic identity with traditional use in the upper left hand corner of most Web sites. Self-service logos, templates and instructions on implementation for Web use will be made available on the Web development section of the marketing and communications Web site after July 1. For assistance with Web use, e-mail marketing and other communications needs, e-mail newlogo@case.edu. University Marketing and Communications staff will be in touch after July 1.