William & Mary

Committee looks at W&M's visual identity

The College of William & Mary is in the midst of a project to establish a clear visual identity that is consistent with the major themes and messages emerging from the strategic planning process. The goal is to communicate a clear, consistent sense of the university through its visual images.  William & Mary President Taylor Reveley charged the Visual Identity Committee in August 2010 with completing this task by July 2012. The review will include an effort to make sure that any authorized logos and marks create the most engaging visual image for the university.

Last semester the campus-wide committee began looking at how best to use logos, marks, mascots and other such elements to this end. The twelve-member committee is chaired by Susan Evans, director of creative services.

"Members of the visual identity committee are expert communicators and they represent a broad cross section of the William & Mary community. We will also be supported by alumni volunteers who have extensive backgrounds in marketing and communication," said Evans.

To date the committee has already inventoried the logos and marks currently in active use across the campus. In addition, the committee has engaged the campus through its web site and presentations to campus organizations, and has also surveyed the visual identity programs of many peer institutions.

Refining the College’s visual identity is one of William & Mary’s strategic priorities. An implementation step for the Challenge 6 goal in the College’s strategic plan to establishes the need to “distill and promote a common identity.”

“We would like to create a consistent visual image by making it easier for communicators to get access to the best materials we can provide,” said Jim Golden, vice president for strategic initiatives.

As an early step, the committee will recommend a core set of logos and marks for immediate use across the university. And, Evans said, the committee will begin building a website with downloads. Ultimately, this website will offer the College’s most effective visual elements, as well as guidelines for the best practices in their use for easy access by the campus community.

To learn more about the committee’s work, visit their website.