New logo to help rebrand A-State
Published: Monday, September 9, 2013
Updated: Monday, September 9, 2013 16:09
As of July, ASU changed its official logo to “STATE”, a label that has been floating around the campus for some time.
ASU’s new official logo will help differentiate the university from Arizona State University, also branded as ASU.
According to a recent press release, ASU has continuously been confused with Arizona State University through social media usage such as Twitter and the “ASU” hashtag, which almost always corresponds to Arizona. Arizona State registered the “asu.edu” domain in 1987, leaving ASU to register with “astate.edu” in 1991.
“It’s a trend now for universities to get behind a single logo,” Bill Smith, executive director of university marketing and communications, said.
Smith said the “STATE” sign was one that was part of the athletic department and then faded. It began spreading around again with students before dwindling away once more.
In 2011 research began to designate a new logo for ASU. Study groups showed the “STATE” design to research groups who displayed approval of the change.
“There was so much positive feedback to the STATE logo,” Smith said, adding that students, alumni and faculty all loved it.
“Why reinvent the wheel?” he said.
In addition to the official logo change, the ASU seal has also undergone modification. According to the press release, the flame logo had “low recognition” during research. The flame was removed from the seal and replaced with a laurel wreath, which symbolizes achievement and service. The Memorial Arch will remain the icon for the Jonesboro campus.
Smith said those at ASU mostly began noticing the new logo during the final stages of the change.
Nathan Tripod, a junior interdisciplinary studies major of Paragould, said he thinks the new logo is simpler. Yet the new seal didn’t strike as well with him.
“It just looks very plain,” Tripod said.
Paige Caraway, a freshman chemistry major of Harrison, also didn’t favor the new school seal. She said she liked the old one with the torch better. Caraway said she does like the new “STATE” logo because of how simple it is.
“I think the changes are coming at a good time,” Brittany Roe, a senior English major of Jonesboro, said. “When I worked at Disney and people asked where I went to school, they would assume I meant Arizona State University, not Arkansas State, and it got awkward to correct them.”
Roe said the new logo change will be a good way for ASU students to distinguish themselves since ASU is clearly growing and beginning to thrive.
Merchandise with the old logo and seal will remain available for sale while new materials are being printed for businesses that offer ASU items.
In addition to the different designs, there is also a new brand identity standards manual posted to the ASU website. The manual specifies “font usage, official color specifications, logo designs for various campus entities, and spacing requirements,” according to the press release.
A copy of the brand identity standards can be found at http://www.astate.edu/dotAsset/ecc24354-62a1-426b-8022-e247dd63bc45.pdf.