It can be spotted along the streets of University Circle and pretty soon it will be popping up on letterhead, laptops and landmarks-the new look of the world's most powerful learning environment

Following months of input from faculty, staff, students and alumni, Case Western Reserve University is introducing a new brand identity that includes a new logo, updated color palette and fresh design standards.

Already adorning banners along Adelbert Road and shortly to be showcased atop the entrance to Severance Hall—the site of fall convocation ceremonies August 28—the cornerstone of the new look is a progressive brand identity that represents how the University is melding diverse people, entities, schools of thought and disciplines to create a more robust learning experience.

Along with the new look, the University is shortening its common reference to Case because research shows that the acronym CWRU is harder to pronounce and remember and has little name recognition outside of the immediate region.

photo by Susan Griffith George Stupka of Sign-Lite Corp. hangs the first of 180 banners with the new brand.

"This new brand identity is an important step in positioning Case as a global leader in the advancement of knowledge," President Edward M. Hundert said. "We want to make sure all of our constituencies are aware of-and remember-the breakthrough work coming out of our University."

The process of transitioning to the new identity will be gradual. One of the first changes the campus community will see is new letterhead, which is expected to be available this month.

Because the Web is an important tool in promoting the University's image, it also will be addressed relatively quickly. A new site is expected to be unveiled this winter under the URL http://www.case.edu. At that time, faculty, staff and student e-mail addresses also will change to firstname.lastname@case.edu. Additional information on the updates will be provided closer to the launch of the new Web site.

"It's a contemporary look that definitely says something about the ways in which the University is moving forward," said Tom Fulton, director of Web development. "But it also incorporates the original University colors, merging the history and tradition of this institution with its visionary future in a way that conveys great promise."

As the design standards become available, Fulton said his office will be providing easy-to-use yet robust Web site templates-and training when needed-so the campus community can start using the new images online.

For more information, go to http://www.case.edu/univrel/branding.

Return to the online edition of the 8-21-03 Campus News.

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