March 5, 2002
Roll Out the Logo
University Unveils the Much-Anticipated
New Logo and Branding System
By Thomas
Kohout
The University officially unveiled its first new comprehensive identity
package in more than 10 years at a ceremony coinciding with George Washington’s
birthday, Feb. 22. President Trachtenberg unveiled the new logo and
identity program based on George Washington’s powerful name and
visual recognition. This new branding system will establish a consistent
identity to unite GW’s diverse campuses, schools, and programs.
One of the greatest successes
of the new wordmark is its use the George Washington image. Sandy Holland,
assistant vice president for special projects, who headed the redesign
efforts, and GW Graphic Design Director Kelly Livezey, who played a
key role in the production of the new program, saw this as an important
addition to the GW brand. The University’s namesake is one of the
most recognizable visual symbols in the world, so it made sense to capitalize
on Washington’s image.
The GW community may choose
from four basic designs of the logo. The primary logo — what’s
being referred to as the portrait wordmark — has both a vertical
and horizontal version incorporating the Peale portrait of Washington
with Requiem, a font based on traditional Italian chancery forms. In
addition to the portrait word mark, there are several other alternatives
including a single line version and a GW monogram intended to be used
in special instances for merchandise such as pens, caps, mugs, or signage.
The new wordmarks will dramatically expanding the potential variety
available to University users.
All of GW’s campuses,
as well as the GW Hospital and each of the University’s colleges
have their own customized version of the mark. In addition, a complete
stationery package will be available, as well as new buff, gold, and
blue color designations.
Also unveiled at the ceremony
was the online GW Graphics Standards manual to help guide those responsible
for the various departmental print materials. It may be downloaded,
along with the new logos, at the GW Graphic Design Web site (www.graphics.gwu.edu).
Send feedback to: bygeorge@gwu.edu
