PSU displays possible new logo design
After unveiling three potential PSU logo designs in early May, the university narrowed the three possibilities down to one, presenting it yesterday and today in Smith Memorial Student Union.
The next phase in development of the PSU logo is not the finalized logo, according to senior marketing and communications manager at PSU Julie Smith and Vice President of University Relations Cassie McVeety. Smith said President Daniel Bernstine still has not seen the logo and the Task Force for Integrated Marketing will meet next week to discuss student, faculty and staff responses to the logo.
Bernstine assembled the Task Force for Integrated Marketing in January 2005 to begin the project of branding PSU. The task force established a brand personality for the university, including specifying it as urban, challenging and progressive.
After the task force meets next week, and if Bernstine approves the logo, a finalized version will be revealed in early June.
The university held a viewing from 10 a.m. to 4 p.m. on Wednesday and is continuing the viewing today during the same hours in Smith Memorial Student Union, Room 333. The color and specific layout of the logo are still undetermined, according to Smith, and students can send comments about the logo’s current development to the marketing department.
Smith said the university has not distributed the logo, aside from the prior and present gallery viewings, because the logo has not been finalized. She said the university does not want the unfinished logo to be accidentally used on any kind of Portland State document.
McVeety said the university has not allowed publication of the logo or put it on any kind of web site for people to comment on. The administration’s concern is that people would download the logo and make alternate versions.
“We’re not ready for that,” she said. “We don’t want seven different versions out there.”
McVeety said the university is looking for a way to brand Portland State, rather than just trying to find a logo.
“The whole process is not about picking a logo that everyone loves,” she said, “but about reinforcing the idea that there is one look for the university.”
Smith said the current version of the logo was selected over the other possibilities because the university felt it best represented the goals of PSU.
“What it came down to was that this version could stand on its own,” she said. “It’s not just about the logo, but about how to tell what PSU is.”
McVeety said the university will use some shade of green as a part of the logo, but exact specifications of the design will be determined after the Task Force for Integrated Marketing meets to review comments on the logo. The university is taking recommendations on all aspects of the design, according to Smith.
The university contracted the Portland-based firm Sockeye Creative to develop a brand and logo design for Portland State. The company has been working with PSU on a design since February, when PSU offered the company the contract.
After making an initial bid, the company received close to $120,000 for the contract with PSU, which Smith said is nearly 60 percent less than Sockeye earns through a typical contract.
