Slow and steady wins the race

We’re here and the visual identity project steadily moves along, promise!

So, let’s recap just a bit…the approved design roadmap included the following recommendations:

  • create a single logo that would include a historic element (seal or cypher) + a William & Mary wordmark
  • retain the seal and cypher (one for the logo, one for formal uses)
  • continue using the current William & Mary wordmark for now (revisit design for logo)
  • retain the use of the Tribe and Griffin logos for all things athletic
  • retain some “acceptable marks” for flexibility (those in use on buildings, vehicles, etc.)
  • retire marks of little historic significance to William & Mary

The first task was to identify which historic element (seal or cypher) should be included in the logo. After examining the advantages and disadvantages of both, the Visual Identity Design Subcommittee presented a recommendation that supported the cypher (pdf). This was approved by the Visual Identity Committee, Communications Working Group and the President’s Communication Committee.

What about the seal? It is a significant historic mark and it will live on. It will be used less frequently, possibly in more formal uses but the exact recommendations will be made as the project and style guide develop.

Next, the design subcommittee got to work on logo concepts. Each member of the committee contributed designs, they tweaked and then they tweaked some more. At the end of the process, they were ready with four concepts to present to the oversight groups as well as the College Communications Council. All were well received and the Visual Identity Committee received approval to move forward. And that brings us to the present. The next step will include creating mockups of the four concepts incorporating sub-brands and then presenting those to the administration and school deans. The goal is to select the concept that will work best as a primary logo for the university but also for graduate schools and departments.

After a concept has been selected, it will serve as a foundation for a family of marks that will be created to support the wide variety of needs across campus (merchandise, print publications, letterhead, business cards, etc.). And while the Tribe and Griffin logos will remain in use, we will work with Athletics to identify ways they can communicate the William & Mary brand on uniforms and other materials.

Simultaneously, we’ll begin development of a visual identity style guide that will provide direction on the use of marks, colors, etc. This will be an evolving guide as the family of marks grows.

Tina Coleman