29 Feb 2016 UCA reveals new academic logo

by Sonja J. Keith

The University of Central Arkansas unveiled a new academic logo Friday and launched a new microsite to aid in student recruitment.

“It’s been a very exciting day in the life of this institution as we unveil a new logo, microsite and advertising,” said UCA President Tom Courtway, adding that those on campus, alumni and UCA friends can be proud of the new logo.

The University of Central Arkansas Board of Trustees voted on Friday to approved the updated academic logo. The reveal followed a months-long assessment of the University’s brand, communications and recruitment materials, as well as focus groups with prospective students, current students, administration, faculty and staff.

UCA worked with Little Rock advertising firm Eric, Rob and Isaac.

UCA Chief of Staff Kelley Erstine said the university has been engaged in the re-branding process since last summer and the logo represents “a brand new identity for our campus.” He said officials also considered input from the parents of prospective students as well as alumni.

“Anybody involved with the UCA community has been involved in this process,” he said. “I think there is a complete buy-in with what we are doing.”

The previous logo has been in use since the mid-1980s. “It is time for a new look. It is time for more energy to be pumped into a fresher look for our campus and for our university,” Erstine said. The new academic logo will not impact the university’s athletic logo which features a bear.

The updated academic logo features a shield, window and laurels, and emphasizes the University’s location in Central Arkansas. The crest allows for both official school colors – purple and gray – to be featured prominently.

The overall shape of the logo is an academic shield – a conventional symbol of strength, trust and security. The shield is also a subtle nod to the Great Seal of the State of Arkansas, which was the primary symbol of the institution for many decades.

The window – a long-standing symbol of the school that represents the opportunity to explore new worlds – is prominently featured in campus architecture. In the academic logo, it is reversed out of purple for emphasis and accentuated with subtle lighting details.

As a traditional symbol of academic achievement, the laurels flank the shield and represent the institution’s heritage of and commitment to academic excellence. The term baccalaureate is derived from the Latin bacca lauri or “laurel berries,” as laurels were traditionally awarded to scholars on the completion of their studies.

Erstine said the new logo also emphasizes the university’s location in Central Arkansas.

The university will continue to use existing materials with the old logo as it transitions to the new one, according to Erstine. He said new street banners with the updated logo have been placed on campus.

“We have developed a comprehensive action plan that will both embody the academic integrity and spirit of our University, while also appealing to prospective traditional and non-traditional students alike,” said Christina Madsen, associate vice president of communications, public relations and marketing. “The updated logo is simply the beginning of what we have planned for the upcoming months; however, it will serve as the cornerstone for all University brand communications efforts moving forward.”

Madsen shared videos from the microsite as well as TV commercials which will begin airing.

The microsite – which can be viewed at GoUCA.com – features the slogan “Go here. Go anywhere.” The site provides an overview of the University in a series of eight videos with links back to the main website, where students may apply, schedule a visit, or learn more about a specific area of interest.

TV spots can be viewed at https://youtu.be/Rk_Q8QdmfCY and https://youtu.be/leFXViP_A8c.

“We are proud of our academic heritage and our location in Central Arkansas,” said UCA Board Chair Shelia Vaught. “We are excited to create an identity that clearly reflects these elements and incites even more Bear Pride within our community.”