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Carol Knight with SFU's Design Group and web strategist Steve Ray with Public Affairsand Media Relations are the keepers of the new SFU brand.

Carol Knight with SFU's Design Group and web strategist Steve Ray with Public Affairsand Media Relations are the keepers of the new SFU brand.

SFU launches new brand

February 7, 2007

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SFU today unveiled its new logo, wordmark and tagline, designed to convey a single and consistent brand identity.          

The new brand's three elements — a red logo block with the university's initials in white, SFU's full-name wordmark, and the tagline "Thinking of the world" — were developed in collaboration with brand consultant Karo Design.

"Our aim with this initiative was 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 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 brand will be phased in gradually at all university facilities as they use up old inventories of printed publications, business cards, stationery, external advertisements, signage, etc.

But it was incorporated today on SFU's Internet homepage and other SFU websites, all of which are undergoing a system-wide redesign to create a common look-and-feel and navigation structure.

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" tagline reflects SFU's international research focus, its commitment to interdisciplinary learning and its active social engagement both locally and globally.

Carol Knight with SFU's Design Group and web strategist Steve Ray with Public Affairs and Media Relations are primary stewards of the new brand. Knight (cknight@sfu.ca) is the authority for all print-related brand applications, as Ray (seray@sfu.ca) is for all web-related uses.

The manuals, branding requirements and graphics are available at www.sfu.ca/clf.

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