Branding Task Group Recommendations:
Based on research provided by Lipman Hearn and discussions throughout the process, the Branding Task Group reached consensus with the following recommendations:
- The rich history and traditions of both Case Institute of Technology and Western Reserve University were equally significant in the decision 40 years ago to create Case Western Reserve University and in the development of that new institution in the succeeding decades. The University's official self-identification program should acknowledge Western Reserve as an equal partner with Case and formally represent itself in the market as Case Western Reserve University.
- The logo has become a lightning rod, and the University should revise or recreate a logo and graphic identity to reflect the institution's historical development, yet continue with enough of the branding guidelines and practices adopted in 2003 to sustain and reinforce a comprehensive, consistent and recognizable university identity.
- The University should create an implementation group led by University Relations that will engage representatives of schools, departments, and other stakeholders to develop a process over the next 3 months to work on the following:
- Develop a creative logo and brand mark design which is reflective of the University's rich history and current brand position.
- Develop a stratification of brand guidelines which builds on the 2003 foundation but allows for both formal and informal representations of the university.
- The University should draw on the current strategic planning discussions under way within the schools and at the institutional level to develop a brand positioning strategy consistent with the University's overall goals and objectives for the years ahead. This brand positioning strategy should be in collaboration with the Task Group and advanced by the logo and word mark as part of a comprehensive branding program.
Recommendations will be provided to the Task Group, and subsequently to the President and the Board of Trustees.
During this transition period, the university should continue with the current branding guidelines and work with University Marketing & Communications for consultation on future publications or creative needs.