It's well known that a picture is worth a thousand words. From Egyptian hieroglyphics to computer icons, symbols have long been used as powerful tools for conveying meaning. Symbols are also an important part of building a strong institutional identity. As part of the College's new integrated communications initiative, Mount Holyoke now has a new visual identity. Says Patricia VandenBerg, executive director of communications and strategic initiatives, "We wanted MHC to have a logo that would be immediately recognizable—one that people would associate with the quality and value of the institution, and one that would convey that the College is both venerable and state-of-the-art. Now, after a rigorous process of development and testing, we have it."

In May of last year, an identity team, made up of faculty, students, staff, alumnae, and graphic designers from the Office of Communications and the local area, began work on developing a new visual identity for the College. The goal was to develop a symbol that was distinctive and could be used effectively in a range of applications to reinforce the core institutional messages identified as part of the College's integrated communications effort.

The messages, which are based on extensive research and incorporate feedback from the College's major constituencies, are: Mount Holyoke is one of the nation's finest liberal arts colleges; Mount Holyoke is a place where important connections are made; Mount Holyoke is a global community; Mount Holyoke is technologically advanced; Mount Holyoke is distinguished in developing women leaders. In combination, these themes describe an institution uniquely positioned to graduate independent critical thinkers who speak and write powerfully, who are technologically savvy, and who are distinguished by their ability to lead in a complex, pluralistic world.

Logo a Go

After much dialogue and deliberation, five logo designs were selected for "testing" with a wide range of constituencies that included more than 200 people. Alumnae, parents, prospective and current students, faculty, staff, and members of the general public were asked what each symbol communicated to them about MHC. Based on their feedback, the logos were fine-tuned, and by late in the fall semester, two emerged as strong choices. Another round of testing with more than 150 people in January resulted in a recommendation to President Joanne Creighton and her senior staff. The final choice has been described by those in test groups as everything from "bold," "classic," and "welcoming" to "venerable yet looking outward," "global," and "fluid." To prospective students it frequently conveyed "stepping into the future." All constituencies took note of the College gates.

Tools for Building the College's Identity

This logo can be used as an alternative to the primary logo. Its proportions may work better in certain instances. Because the name of the College is not clearly represented in this logo, it will be used only when the context clearly indicates its affiliation with Mount Holyoke College.

"Consistency is a critical part of effective communication," notes VandenBerg. "The key themes and new visual identity were developed as tools aimed at helping individuals and groups communicate the College's strengths consistently and in ways that our constituencies value and understand." To aid the community in using the new identity, faculty, staff, and student leaders will receive an identity "toolbox" in early May. Included in the packet of information will be Describing Mount Holyoke College, a publication describing the five key themes and supporting evidence for them. The piece is designed to serve as a framework for developing publications, speeches, Web sites, correspondence, and newsletters, or when talking to groups or individuals. Themes may be used in any combination, and they and their supporting evidence may be customized based on the audience being addressed.

Also included in the packet will be the Web address for the visual identity style guide. The guide, which will be distributed on a limited basis in a printed form, may be downloaded at www.mtholyoke.edu/go/identity beginning in early May and will help those who work on College materials to create a distinctive, consistent image. Information on formal and informal logo usage, typefaces, and colors and templates for stationery, business cards, and other materials are included. Beginning in mid-fall, LITS will offer workshops on how to incorporate the new visual identity into Web sites. (Beginning in early May, a hard copy of the guide may be requested by emailing mhc-identity@mtholyoke.edu.)

VandenBerg expects that the new visual identity will be manifest in the fall, though preparations are beginning now. Offices are asked to incorporate the new style as current supplies of materials run out. The new visual identity is also being incorporated into the redesign of the College's Web site, which will launch in August. VandenBerg noted that the new visual identity will not be used for this year's commencement, because graduating seniors have not had time to develop affinity for the new logo.
VandenBerg stresses that a logo is a precise image that must be used consistently and repeatedly. The College has registered the new logo, a step that gives Mount Holyoke federal, state, and common law protections governing its use.

Says President Joanne Creighton, "This initiative will make it easier for each of us to communicate the College's strength and vitality. The new logo and key themes directly support our collective goal of building a stronger Mount Holyoke."