Regents Approve New University Identity and Branding Recommendation


new dome logo-leftCAPE GIRARDEAU, Missouri, Feb. 28, 2015 – The Southeast Missouri State University Board of Regents today approved a new University identity and branding recommendation from Ologie, a higher education branding and marketing firm from Columbus, Ohio, whose work on the project began last June.

During the last eight months Ologie has moved through their “Discover, Define, and Create” process and conducted numerous focus groups and interviews with a wide variety of constituents, both on- and off-campus, completed a communications audit of all Southeast marketing and admissions materials and websites, and reviewed the positions of peer institutions. They then synthesized this information and used it to guide them in the creation of a new University identity (dome and wordmark) and messaging concept. These deliverables were developed with regular collaborative communication and feedback from a wide variety of University constituencies.

The messaging concept will influence the written and visual communication of the University brand, and is centered around “The Will To Do.”

Kevin Tyler, senior account manager with Ologie, said, “Ologie has worked very closely with the Southeast Missouri State leadership and community to develop an identity that is timeless, flexible and functional. This is more than a new identity — it’s an evolution in the impressive story of a great institution.”

Jeff Harmon, executive director of university communications and marketing, said, “Ologie has helped us identify Southeast’s unique attributes and has created strategies for us to communicate them to a variety of target audiences in a compelling, consistent way. Our new brand guidelines will include examples of articulating the brand across all mediums, such as print, video, web and social media.”

Kenneth W. Dobbins, president of Southeast Missouri State University, added, “We are really pleased with the efforts and ideas Ologie brought to Southeast. Their process really enabled them to discover the essence of this institution.”

A new dome logo developed is modern and more usable in a wide variety of applications, and a new wordmark includes “1873,” the year Southeast was founded.

“We wanted to make sure the new logo was more usable, yet keep enough detail to be identified as our copper dome,” said Doyle Privett, president of the Southeast Board of Regents.

The firm will be on campus the last week of March 2015 to train a variety of groups on how to effectively roll-out the brand internally during “brand ambassador training.” At the Cape Girardeau Chamber of Commerce First Friday Coffee in April, the new identity and messaging will be discussed with the launching of the new brand on the website, new pole banners and other wall murals conveying the new imagery and messaging to be launched later that month. Moving forward, Admissions will be the first area to implement the new messaging in its recruitment materials and marketing and communications plans, followed by Facilities Management (signage) and remaining University departments with regards to replacing letterhead, business cards and other materials. The timetable for full implementation of the new branding will be developed soon with an emphasis on efficient use of University resources.