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Moravian College Rolls Out New Graphic Identity with Street Banners
Redesigned Web Site integrates new logo and type treatment
See also: Moravian Style Guide
(Bethlehem, Pennsylvania) - Moravian College will publicly unveil its new graphic identity today when the City of Bethlehem installs 26 pole banners around the perimeter of the college and hangs a large banner across Main Street (near Locust Street in Bethlehem). In addition, the College has launched its completely redesigned website at www.moravian.edu that incorporates the new graphic identity. The college is also phasing the new identity into its print materials.
After a two-year process begun by Moravian’s Marketing and Communications Council, the College has adopted a new graphic identity program that includes an official logo, typeface, tagline, and usage guidelines. Developed with input from the administration, faculty, students, alumni, and trustees, the unified program was endorsed by the president’s staff and greeted with enthusiasm by the Board of Trustees at its spring meeting.
At the center of the new graphic identity is the logo image, a stylized version of the Colonial Hall cupola, viewed on an angle and enclosed within a circle. The College’s 1742 founding date is underneath, emphasizing Moravian’s long commitment to the values of liberal arts education. A typographic treatment in Goudy replaces the more ornate Goudy Handtooled font that was previously used.
Other symbols were considered, including the Moravian star, but focus groups representing the College’s varied constituencies preferred a progressive, stylized reworking of the cupola of Colonial Hall. It is Moravian’s most widely recognized image, crowning a 1928 building that has become a community landmark. It is the administrative hub of campus as well as the point of entry for incoming students. Colonial Hall has special significance to Moravian alumni, and its renovation in 2001 symbolizes the College’s ability to grow and change to meet student needs.
"The graphic identity system allows for optional use of the tagline 'A Small National Treasure,' introduced in undergraduate admissions marketing materials in 1999 to good effect," said Michael Wilson, director of public relations and marketing. “The tagline reinforces Moravian’s special place in history and its position as a national liberal arts college, as ranked by U.S. News & World Report."
"College-wide adoption of the new graphic identity is key to its effectiveness in communicating Moravian’s distinctive brand," Wilson said. "The logotype and symbol creates a signature look that provides instant recognition of Moravian as an established, enduring institution, while conveying our special place in higher education."
Created in consultation with the North Charles Street Design Organization of Baltimore, Md., which has designed many of the College’s institutional materials, the new symbol had previously been tested on development materials, where feedback from alumni and donors has been very positive.
The new graphic identify has been integrated into Moravian’s electronic communications. The College recently launched its redesigned website (www.moravian.edu), comprised of over 2,700 web pages, 2,500 images, and 8,000 links. Moravian’s website employs a navigation system that is a hybrid of informational links and portals for target audiences, including prospective students, current students/faculty/staff, parents and families, alumni and friends.
Moravian College is a private, coeducational, selective liberal arts college located in Bethlehem, Pennsylvania. Tracing its founding to 1742, it is recognized as America's sixth-oldest college. Visit the Web site at www.moravian.edu.