'Strong but elegant' logo

New visual identity system to be unveiled this fall

The university has selected this stylized symbol, in the Trajan font, to represent KU.

The university has selected a new logo to join its familiar symbols the Jayhawk and university seal as the centerpiece of a new visual identity system.

“ We wanted a logo that could represent KU’s strong tradition and academic rigor, unify our schools and campuses, and endure for generations,” said David Johnston, director of marketing. “We believe this customized ‘KU’ in Trajan typeface, a strong but elegant mark, best satisfies these criteria.”

Johnston said the new logo, announced July 5, would be KU’s institutional symbol, taking its place beside the highly recognizable Jayhawk and the formal university seal.

During July a “signature”—the new logo combined with the university’s full name—will be finalized. Guidelines will be created specifying how and when the mark and signature, seal and Jayhawk should appear in campus, school and department names, on stationery and in other formats.

Instructions for printing basics such as stationery and a “tool kit,” containing the logo and signature for university departments to use, will be distributed at the start of the fall semester, beginning a phase-in process. Guidelines on Web, signage, merchandise and other elements of the system will follow.

Chancellor Robert Hemenway said he was pleased with the choice and the successful completion of this step in the process toward a new universitywide visual identity system.

“ I look forward to unveiling the full visual identity system in the fall,” said Hemenway. “This visual system, in conjunction with our integrated marketing effort, willalign us with leading large public universities such as the universities of Oregon, Maryland and North Carolina and Arizona State University, who efficiently manage their visual communications and take seriously the task of telling their story to the public.”

Four finalist marks were submitted to the university in May by the design firm LandreyMorrow following months of interviews, focus groups, and reviews of best practices among universities and images in KU archives.

Johnston said hundreds of designs, including symbols rooted in Kansas, traditional academic icons and KU campus landmarks, were considered. But all decisions led back to a focus on the letters “KU.”

Notices seeking reactions to the finalists went to faculty, staff, students, alumni and others. A KU Web site displaying the marks received more than 4,500 responses. That feedback, as well as reactions from leadership groups representing key areas of the university, was forwarded to the administration. The chancellor made the final decision.

For more information, go to www.ur.ku.edu/marketing.