Southeast students get involved in university's rebranding

As part of the launch of Southeast Missouri State University's rebranding campaign Monday, students at the University Center were given a marker and asked to write on a wall their answer to: What do you have the will to do?

By the afternoon, the wall was filled with students' responses, including, "Live life to the fullest," "Be a voice for LGBT students in the present and future," "Help those who can't help themselves" and "Graduate."

The rebranding campaign, the university said, is nearly a year in the making and "conveys the essence of today's Southeast students who are tenacious and enterprising."

Last June, a $193,000 contract was awarded to Ologie, based in Columbus, Ohio, to conduct the brand analysis and provide recommendations about a new university identity and messaging concept. The board of regents in February approved Ologie's recommendations.

Throughout campus last week, 120 banners with a new Southeast logo and messaging -- "We Can't Wait to See What You Do" -- were hoisted on poles.

Banners were hoisted throughout Southeast Missouri State University as part of Southeast's rebranding campaign. (Katie Lamb)

The logo was updated with a simplified rendering of the Academic Hall dome, as well as the university's name and "1873" to represent the year Southeast was established.

Southeast students on Monday also received free cupcakes and T-shirts with the new logo and brand messaging at an event organized by the university's Student Government Association.

Tyler Sayer, treasurer of the association, said the group wanted to get students excited about the rebranding and give out the first T-shirts with the new logo.

"And also to help people understand what the rebranding actually was," he said. "A lot of people seem to think it was just the logo, and that wasn't the case. Rebranding from head to toe, there's a lot more that goes into it."

Sayer said as a student worker in the marketing department, he's watched the rebranding initiative from start to finish.

"I feel like for the first time we really have a message," he said. "Whenever I see all the banners up, or whenever someone asks me what the university is about, I can tell them what it is. It's something I didn't have my first two years that I'm excited to have now."

Larger banners with student and alumni photos are showcased outside of campus buildings on Houck Field House, the University Center and the Aleen Vogel Wehking Alumni Center.

Indoor spaces also have a new look with banners suspended from the atrium of the River Campus Cultural Arts Center and in several other locations.

Freshman McKensie Heinz said the banners give the campus a "fresh and new look," adding she also likes the "Will To Do" brand.

"And it has a hashtag, too," she said. "That makes it better."

Freshman Morgan White said of the rebranding: "I thought it was kind of a random thing to go with ... It's not bad, but I expected something a little better."

Monday morning, announcements were sent directing faculty, staff and students to the website WillToDo.semo.edu, where a brand launch video can be viewed. There also was a form asking them to tell the Southeast community what they have the will to do.

The brand is being launched locally with new messaging appearing on digital billboards in Cape Girardeau and Jackson. A comprehensive advertising campaign in St. Louis and across the Southeast Missouri region will get underway in mid-May, university officials said.

Merchandise with the new university logo will begin arriving at Southeast's bookstore later this month.

Jeff Harmon, executive director of communications and marketing, said it was gratifying to see the brand launch coming together across campus.

"We're thrilled to see how excited the students and the campus community are with this new brand, as well," Harmon said. "And we're so thankful to have a great facilities management team. They were incredible in getting all these banners up on campus."

klamb@semissourian.com

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