New Oregon State logo tells story of university’s legacy[2]Oregon State University’s new institutional logo celebrates OSU’s near 150-year legacy of excellence in teaching, research, and outreach and engagement as Oregon’s statewide university.

The new logo and its academic crest tell a unique tale about the university’s mission as a land, sea, space and sun grant institution. On the new logo, a beaver (the state animal, as well as OSU’s mascot) sits atop an academic crest. Inside the crest, a tree and an open book represent knowledge. The three stars represent OSU’s three campuses in Corvallis, Bend and Newport, while also referencing Oregon as the 33rd state in the union. Finally, the year 1868 denotes OSU’s founding. The new look also offers a nod to the state of Oregon shield that is portrayed on the state flag.

Oregon State’s new institutional logo replaces the current orange “OSU” logo that was created in 2003.

“Establishing a refreshed visual identity with a powerful and cohesive look and feel was needed to represent the brand of the entire university,” said Steve Clark, vice president for University Relations and Marketing. “This branded logo portrays the promise and product of Oregon State: high quality teaching research and community engagement. It also portrays a personality of a university that indelibly serves Oregon and Oregonians with a statewide mission.

Increasingly, universities worldwide utilize on logos and branding to portray their unique identities, promise and personality.

“It is essential in the 21st Century that the university’s logo and brand convey the quality, relevance, leadership and access to higher education that OSU provides all Oregonians and increasingly the nation and the world,” Clark said.

For its new logo, Oregon State teamed with Pentagram, the world’s largest independent design consultancy. Pentagram’s experience in higher education includes working with the University of Southern California, Columbia University and Loyola Marymount University.

Meanwhile, OSU developed its refreshed brand positioning in collaboration with Ologie, a leading branding agency with extensive experience in higher education. Their clients include University of Arizona, Purdue and the University of Notre Dame.

University Relations and Marketing staff and its consultants spoke with hundreds of faculty, students, prospective students, alumni, donors and other stakeholders about how they see Oregon State and how they believe the university should be represented. Those thoughts became the basis of the new logo and the refreshed branding that will change how the university looks on the web, in print and on signage.

No tuition or state funds were used to create the logo and the accompanying branding.

Oregon State paid Ologie $110,000 for an audit of existing branding and market research and $285,000 for the refreshed brand positioning, creative campaigns and other strategies. OSU’s contract with Pentagram was for $85,000. The work of both consultants was funded exclusively through royalties Oregon State earns from the sale of licensed merchandise and contributions from the OSU Foundation.

Campus communicators will be provided with ongoing brand training sessions starting April 25 to help adapt to new brand identity guidelines. Departments, colleges and programs are expected to adopt the guidelines so that both internal and external materials have a consistent look and quality. Templates and other helpful resources will be provided online via University Relations and Marketing to make the transition as smooth and simple as possible.

Going forward, new university publications, signs, websites and other media will be adopt the new logo and branding. Existing items such as business cards and paper stock that feature the university’s prior logo will be utilized until fully expended.

For a list of brand and logo related FAQs:





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