Southeast regents approve new logo

Southeast Missouri State University has used its logo of the Academic Hall dome since 1988. But on Saturday, the board of regents approved a new design as part of a rebranding initiative.

The current logo has too many variations and is difficult to place in some materials because of intricately drawn details, the university's communications and marketing staff said.

In June, a $193,000 contract was awarded to Ologie, a higher-education branding and marketing firm from Columbus, Ohio, to conduct a brand analysis and provide recommendations regarding a new university identity and messaging concept.

The rebranding is intended to better position the university in the academic marketplace and streamline its messages to various audiences, including prospective and current students, their families, alumni and the community.

Ologie representatives presented the new concept and logo via telephone during the board meeting. The logo includes a simplified rendering of Academic Hall's dome, as well as the university's name and "1873" to represent the year Southeast was established.

Concerns regents expressed about the logo primarily were the depiction of the dome and whether it would be as recognizable when recast into a more modern, simplified form.

"You nailed it," said board member Jay Knudtson, who has been vocal throughout the rebranding process.

Ologie will be on campus the last week of March to train a variety of groups on how to effectively roll out the brand internally. At the Cape Girardeau Area Chamber of Commerce's First Friday Coffee in April, the new identity and messaging will be discussed with the launching of the new brand on the semo.edu website, new pole banners and other wall murals conveying the new imagery and messaging.

Admissions will be the first area to implement the new messaging in its recruitment materials and marketing and communications plans, followed by signage and remaining departments.

The timetable for full implementation of the new branding will be developed soon.

Other business

• The board of regents approved awarding the university dining services contract to Chartwells Education Dining Services from June 1 through May 31, 2016, with nine annual renewal periods. In April 2006, Southeast approved a 10-year dining services contract with Chartwells for fiscal years 2007 through 2016.
• An average combined room-and-board rate increase of 0.33 percent was approved by the board and is to begin during the fall semester.

In nine of the university's 13 residence halls, room rates will not increase. Dearmont is one of the four included in the increase, as well as the community-style halls. University officials said the increase is intended to maintain a balance in the rate charged for community-style and suite-style housing.

klamb@semissourian.com

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