Emory Report

October 18, 1999

 Volume 52, No. 8

Emory implements new identity program

An identity program that establishes the University's identity under a unified set of standards was unveiled on campus in early October. The program includes a slight revision of the existing Emory wordmark, the addition of a "torch and trumpet" shield, type--only treatments for school and unit identifiers, and the possibility of custom-designed shields for schools.

"The Emory name is a a trademark that stands for quality higher education, research, health care, and a variety of other programs and activities," said Bill Fox, senior vice president for Institutional Advancement. "Given this diversity it is necessary to establish a set of guidelines that shape the University's identity under one unified set of standards."

The launch of the identity program caps nearly two years of comprehensive discussion, campus interviews, and design work in order to develop standards for both print and electronic formats.

A website that provides the new graphic standards guidelines can be found at <http://www. emory.edu/WELCOME/publicaffairs/identity.html>.

The identity standards provide three design options: (1) an all-type treatment using the unit name in conjunction with the EMORY wordmark; (2) a combination treatment using type and the official EMORY shield; or (3) a combination treatment using type and a shield designed specifically for a school or unit.

The new recommendations call for the official seal to be used only by the President's Office. The Emory Eagle, designed specifically as the official mascot of University athletic teams, should be used only to represent Emory athletics. "Apart from certain well-defined exceptions, all other unit logos, marks, and identifiers are expressly and implicitly prohibited," states the identity manual.

In a letter to the University's Administrative Council, Associate Vice President for Public Affairs Curt Carlson wrote: "Each administrative and academic unit will need to make some basic decisions in regard to the application of these new standards in their areas. The standards we are publishing are general university guidelines, showing the several options available for adoption by each school and college."

Any school, college, or major academic unit designated by the president may have a shield designed for its particular and exclusive use, as long as the design is stylistically compatible with the identity program. Several colleges and schools are in various stages of designing customized shields, according to Carlson. Other units have taken the no-shield option. Designs that are developed must be approved not only by the unit head but by the president as well. Central University administrative units, such as Public Affairs and Campus Life, are expected to use on stationery and other materials either the main University "torch and trumpet" shield or a type-only treatment of the unit name as specified by the identity guidelines.

Carlson wrote that he is "committed to working with individual units to reach a satisfactory resolution for applying the new identity program, while at the same time keeping sight of the major objective of the program--to build on the incredible strength of the EMORY name and identity for the benefit of the entire institution and all its many parts.

"If, in a good-faith effort, I cannot resolve your predicament within the bounds of the new program, the final authority for interpreting the guidelines, or allowing exceptions, rests with the President and his Cabinet."

Implementation of the new identity is expected to be completed by January 2002. Departments should deplete existing stationery before reprinting under the new graphic standards. As new materials are needed, stationery orders should be placed through the University Publications office.

In addition to Carlson, Susan Carini, director of University Publications, and LaDonna Cherry, acting creative director of University Publications, will be working with campus departments to apply the new identity system to their materials.

-Jan Gleason

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