BVU announces new brand platform

Wednesday, September 18, 2019

BVU’s University Marketing and Communications team, alongside representatives from all areas of the University, worked with the national higher education branding firm, Ologie, for the past 10 months to enhance the existing brand. The result of this effort includes the development of new logos for the University and BVU athletics teams, along with extensive framework to build a cohesive voice and common design approach across all University communications. This new branding identity is based upon conversations with students, faculty, and staff; a quantitative research study; and a marketing audit of current BVU communications.

BVU President Joshua Merchant says, “Understanding and strategically communicating BVU in a highly relevant, persuasive, and authentic way was the central goal of this brand initiative. With the understanding of our primary audiences, we expect this will be a significant contributor to enrollment growth, enhanced fundraising opportunities, and an overall increase in the prestige of BVU.”

This work redefined the narrative for communicating the BVU brand. Goals for the new brand narrative were to stand out as being unique, authentic, relevant, motivational, and sustainable. The enhanced brand will allow BVU to be more successful in accomplishing goals illustrated in the BVU strategic plan.

“This is truly an evolution from our current brand, and it builds upon past brand elements,” says Rick Pallister, BVU chief marketing officer. “While some of the images and logos may be new, they are meant to showcase the distinctives of BVU that have been built over the years and highlight the work and stories of students and alumni. Our new brand platform is built from research and many conversations with the BVU community.”

The University athletics mascot remains the Beavers with some minor evolution made to the existing Beaver mascot design. While the University colors of navy and gold did not change, a new secondary color pallet of vibrant hues was added to complement the familiar scheme.

The University plans to begin rolling out the brand on Sept. 17 and continue implementation throughout the fall.