Overview
George Fox University was founded by Quaker pioneers in Newberg, Oregon, in 1891. Now, more than 3,200 students attend classes on the university’s campus in Newberg, at its Portland, Salem, and Boise centers, and at other teaching sites in Oregon. It is the only evangelical Christian university in the Pacific Northwest classified by U.S. News & World Report as a national university. George Fox offers bachelor’s degrees in more than 40 majors; bachelor’s degree–completion programs for working adults; seminary programs, and more than a dozen master’s and doctoral degrees.
Discover
Arriving at an accurate overview of institutional culture, beliefs and perceptions
- The marketing and communications executive director conducted campus–wide interviews with students, faculty and staff, focusing on perceptions of the University. He also opened discussion concerning redesign of the logotype, the current version of which had been in place for three decades (see Figure 1).
- The executive director shared his findings with Bryan Peterson, project art director and designer, and Ann Bennett, strategist/writer. Additionally, Peterson and Bennett prepared for the project by reading the University’s history and various other materials on Christ–centered universities, and reviewing previous University publications.
- Peterson and Bennett spent two days on site, interviewing undergraduate and graduate administrators, faculty, and students. Some of these sessions were one–on–one; others took place in group settings. Bennett followed up by spending four more days interviewing other members of the campus community.
Define
Using research to develop a strategy
- As this project also involved development of a key message to accompany the logo, Bennett synthesized facts and impressions she had recorded in her interviews into five characteristics of the University. We call these points “a message–on–a–page.”
Carrying the five key messages to prospective students
- Campus community based on Christian standards
- Top regional liberal arts college
- Broad curriculum and generous financial aid
- Extensive community service opportunities
- Diverse campus locations
- These five points were presented by the vice president for marketing and development and the executive director for marketing/communications to the president for his approval. When this step was accomplished, Bennett developed three key lines, all of which grew out of the message–on–a–page.
- From these, the administrators chose A Matter of Mind and Spirit, which reflects both the academic and Christian emphasis of the University.
Design
Using identity design as a visual representation of the strategy
- Peterson was then able to begin logo design and determine how the key line would complement the design. The Peterson Ray & Company design team offered the University some 90 options.
- Through a series of internal meetings these team–developed designs were narrowed to 30, which were then presented to the University.
- After receiving input and direction from the internal review committee, the designers refined the most effective directions, adding several new designs to the mix.
- Another review pared the designs to ten finalists, which were later tested for size reduction to ensure that each logo would read at smaller sizes (see Figure 2).
- In the end, the president decided on the woodcut–like rendering of the campanile, a Pietro Belluschi–designed landmark (see Figure 3), centrally positioned on the campus quad (see Figures 4–6 below).
