Identity and Graphic Standards
President's Message
Graphic Standards Key for Clear and Consistent University Image
With Southwestern Oklahoma State University forging new educational frontiers in our second century, it is crucial we communicate a clear and concise image of our university. The implementation of a Graphic Standards Manual with policies and procedures for logo and symbol usage is important in moving SWOSU forward as a modern, thriving university.
The manual comes with the launch of our new branding campaign, "The focus is you." After an external and internal research study, SWOSU's key benefits and the aspirations of high school students were combined to present SWOSU to a new generation of students from western Oklahoma and the Oklahoma City metropolitan area, especially.
The result of the study and the new creative direction is a focus on the student as an individual. This also shows how SWOSU's faculty and community help the student achieve his/her personal best and prepare for the future; something unique to smaller universities and SWOSU in particular.
The first change you will "hear" is the term SWOSU, pronounced "SWAH-SU," as our moniker. As opposed to "South-west-ern." SWOSU is more modern sounding, interesting, and easy to remember. It also takes the geographical reference from the name. Being close to Oklahoma City is important in attracting more students from that area.
SWOSU now has an academic signature logo to be used in all promotion of the university. Using "SWOSU" accentuates our new reference to our university. A "swoosh" icon has been added around the "O" to symbolize our constant state of motion. Southwestern Oklahoma State University is positioned below the main icon. New corporate identity pieces have been created using our new logo.
Over the last hundred years, many bulldogs have been used as our symbol. As you will see in our "Athletic/Spirit" logo, we have created one dog and logo for usage in the promotion of student activities and athletic and spirit programs. This is a trademarked logo that cannot be used without the written consent of SWOSU.
As an addendum to the manual, we have included the 2002-03 branding campaign targeting high school students in western Oklahoma and the greater Oklahoma City metropolitan area. "The focus is you" campaign includes original music, a vocal tag, radio, television, print ads, and direct mail. The campaign uses consistent promotion, copy, and design for greater memorability of SWOSU and our key positioning. Our goal is to get more students to make on-campus visits to build enrollment.
As a member of the university family, you share in the responsibility to ensure compliance with the new graphic standards. We all must embrace them with pride as we build public awareness of what SWOSU has to offer to students and our state.
John Hays, President
Southwestern Oklahoma State University