One brand for all

Thursday, August 29, 2019

One brand. One identity. One OSU.

On July 1, Oklahoma State University officially launched a brand update to unify its identity under the umbrella of one logo — a logo that is already recognizable regionally, nationally and beyond.

The new “brand logo” will be utilized across all university campuses, colleges, departments and athletic teams. The OSU A&M Board of Regents, President Burns Hargis and Provost Gary Sandefur have all approved its usage.

But why? What’s really in a logo? Why is this seemingly minor change poised to make a big impact?

The “brand logo” effort is a forward-thinking initiative rooted in expanding OSU’s brand recognition and, in the process, positioning the university for future success.

The rebranding effort was the culmination of over a year’s worth of strategic planning and market research that included survey data from more than 5,000 respondents, market penetration research on the gamut of OSU logos, a design analysis of OSU’s logos and those of Big 12 counterparts, and a digital audit of more than 1,600 online OSU accounts and websites.

That research determined that the OSU “brand logo” is the strongest logo with the most audience recognition and prominence. The research also indicated that Pistol Pete is a strong brand asset. Our beloved mascot isn’t going away — he will continue to be used in marketing materials. And now, OSU’s identity is tied to a logo that is both strikingly symbolic and instantly recognizable.

Director of Branding and Digital Strategy Megan Horton said having a variety of logos in broad circulation diluted OSU’s branding power.

“By everyone embracing one identity, one approach, it really unifies us in more ways than just a logo,” she said. “Externally, it provides that brand equity that we’ve really needed for a long time. I think this step is a huge one for elevating our image — when people see the OSU brand, they know who we are.”

Horton said that consistency over time will continue to raise OSU’s brand recognition. “Our identity resonates with the public and people want to align themselves with us as an institution,” she said. “This effort gives us a platform to reach more prospective students, parents, alumni and donors.”

OSU has had many logos over the years that have nostalgic affinity. But the most significant brands have definite, singular identities. For example, what does the Coca-Cola logo or the General Electric logo look like?

You don’t have to ask “which one?” You already know. Those logos are those brands. That didn’t happen by accident, Horton said. The principles of design and branding that have elevated those marks to global prominence are the same that OSU is tapping into with its unified branding message.

“They have obviously been intentional and strategic in their choices and how they present themselves. And it has worked,” she said. “We want to be known. OSU is a special place and it can’t be the best kept secret anymore.”

OSU isn’t alone in the trend of logo unification. Many institutions across the nation are also moving to “one brand for all” including Auburn, the University of Kentucky and the University of Nebraska, just to name a few.

Of course, Oklahoma State University is unique. The brand update is not about following the crowd, but standing out — unified, bold and bright.

“There are definite character qualities with our institution,” Horton said. “We’re known for academic excellence, research innovation, grit, our familial atmosphere, working hard, playing hard and helping others. If you’ve been an OSU student or you’ve been on campus, you’ve experienced those things. I think it’s time for us as an institution to convey who we are through our identity in a more overt, upfront way. Part of that comes with having that brand consistency, as well as living out those brand characteristics.