Thinking of the world

Simon Fraser University’s Carol Knight (left) and Steve Ray proudly show off the university’s crisp, clean new logo. All three campuses now share a consistent visual image that SFU will present to the world.

Photograpy by Greg Ehlers

A bold, new visual identity

Simon Fraser University now has a distinctive logo, word mark, and tag line, designed to convey a single and consistent brand identity “Our aim with this initiative is to reinforce the idea that this is one university,” says Warren Gill, university relations vice-president, who chaired an all-campus branding committee tasked with selecting the brand and putting it to work.

“We wanted all our campuses and their faculties, schools, and departments to be – and to be clearly seen as – integrated parts of one cohesive organization, not as separate and non-aligned units, as has happened at some other universities.”

The new brand’s three elements – a red logo block with the university’s initials in white, SFU’s full name word mark, and the tag line “Thinking of the World” – were developed in collaboration with brand consultant Karo Design, headed by alumnus Anson Lee.

Iconic New Westminster typographer Jim Rimmer designed the typeface, graciously donating his talents and the lion’s share of his time.

“I began with a typeface developed 50 years ago called Optima, but I completely changed it in every possible way except that the original flavour is still there,” says Rimmer. The proportions, the width of the letters to their height are different; things like the placement of the cross stroke in the F are different; even the shape of the F – the top and the bottom – is different.”

The brand will be phased in gradually at all university facilities as they use up their existing inventories of printed publications, business cards, stationery, external advertisements, and signage.

The branding initiative included extensive market research and audience surveys, detailed graphic-standards manuals and requirements for all print and web materials, and related consultation on website design to complement the new brand.

The university is widely known by its three initials, but the new SFU logo marks the first time in 30 years it has conveyed those initials consistently as part of its visual identity.

The “Thinking of the World” tag line reflects SFU’s international research focus, its commitment to interdisciplinary learning, and its active social engagement both locally and globally. . aq

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