Hey Devi, how you doin?

Not bad Doogie, but I’m shakin my head a bit.

Over what Devi?

Well Doogie, I just don’t know about this SFU place. I just don’t get it.

Git what?

Doogie, apparently the university has tried to come up with a new “brand”. Evidently, they consulted all of the top thinkers, the best designers, and the world class graphic designers--they had meetings with all of the stake holders. According to the SFU News:

“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.”

Wow Devi, it really sounds like the greatest minds were put to work on this project. Why did they do it?

Well Doogie, according to the news reports:

“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.”

Whoa, Devi, I sure wouldn’t want to be at one of them universities with all those "non-aligned" units. What does that mean anyway?

Doogie, I really don't know. But I do know that they went to the best. According to the SFU web page:

“To create the unique three-initial logo for its new brand, SFU turned to an equally matchless icon: one of Canada’s foremost typographers, Jim Rimmer. With more than 50 years of exceptional craftsmanship under his belt, Rimmer is that rarest of typographers these days — an artist as gifted at cutting metal typefaces by hand, in the centuries-old manner, as he is at working his designs digitally on a Macintosh computer.”

Devi, he sounds good. What else did they say about him?

Doogie, listen to this:

“While most typographers would have simply scanned the original font into their computers and then worked on the scan digitally, he says, "I like to put some individuality into it. So first I drew it free-hand with a big marker on paper and then I outlined it and digitized it by hand on a tablet computer, and then it became a partial font family with the only letters being S, F and U. As a result, he says, the SFU logo "has more of an organic look to it, not mechanical, and it’s not a lift of somebody else’s work. It’s unique.”

Doogie! All this guy did was use a BIG PEN MARKER?!


Devi, I can’t wait. Please, show me the new trademark logo for SFU.

Here it is Doogie

Devi, that is indeed awe inspiring. You and I, we’re just plain Fraser Valley folk. There’s no way we could have come up with that.

By the way … I wonder how much it cost?

Well, Doogie I think that the university went a bit on the cheap.

Why do say that, Devi?

Well, they obviously didn’t pay the guy enough to bother centering the darned thing!