January 18, 2017

ESU begins new semester with new brand identity

EAST STROUDSBURG - East Stroudsburg University President Marcia G. Welsh revealed a new brand identity, including two new logos, as part of a three-year marketing and branding initiative for the University during a reception on Tuesday, January 17.

Primary logo, above

Athletic logo, right

Plans for a “new” ESU began back in September 2015 when the University hired Joe Bosack and Co. to compile research, test markets and develop a marketing plan and brand platform that are intended to raise awareness about the institution as well as support admission and enrollment initiatives.

“We always knew that ESU is positioned for greatness – not only in our location but most especially for the solid academic and life-long learning experiences we offer,” said President Welsh. “But we also knew that we did not have a cohesive brand message that would help us to broaden our recognition in a crowded market nor sufficiently support our endeavors to recruit students effectively.”

With set objectives to develop a bold visual identity that is aligned with the University’s mission, vision and strategic plan, ESU’s Office of University Relations began its work with Joe Bosack and Co. to identify and study perceptions of key stakeholders including current students, prospective students, alumni, donors, faculty and staff to get a sense of where to start.

“It wasn’t long after we began conducting focus groups and interviews that we discovered that, to our surprise, many constituents were not familiar with nor connected with ESU’s logos,” said Brenda Friday, director of University Relations.  “That’s when it became apparent that it was time to develop a new identity for the University, one that would unify ESU across colleges, departments, organizations and affiliations,”

According to Friday, the new institutional and athletic marks complement one another in shape, using similar typography and a common color palette which is intentional for a cohesive University brand.

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