Logo Celebration Draws 600 to Harmon Hall
Norwich University officially christened its new logo design with a festive launching in Harmon Hall on April 8, 2005. Open to the entire Norwich community, the celebration featured promotional giveaways, numerous door prizes, and a gigantic cake, all sporting the new design.
President Schneider, addressing the crowd of nearly 600, likened the logo and its accompanying tagline, "Expect Challenge, Achieve Distinction," to "a handrail that bridges the past with the future." "It is like a ship," the retired rear admiral said. "We keep one hand on the railing as we move forward."
Dr. Fred Snow, the man in charge of implementing the University's overall branding effort, remarked on the extensive process the committee went through to create a logo that would "truly represent the University." "We received input from over 1,300 of you," Snow said.
Snow summarized the symbolism inherent in the logo. "The outline of the shield speaks of tradition; evokes the university's military heritage; and mirrors the shape of the shield in the official university seal," said Snow. "The profile of Captain Partridge represents tradition, history, strength of purpose, and vision. The stylized centennial stair speaks of continuity from past to present; progress toward the future; and achievement through effort. The founding date emphasizes the soundness of the University and its well-established place in the scheme of higher education."
Snow concluded by elaborating on what the University hopes to achieve through its branding initiative, of which the logo is only one component. "Nobody knows about Norwich University, and that's a crime. What we hope to do is change that – for past, present and all future generations," Snow said.
Now that it has been approved, the logo will be integrated into all stationery, University ads, and any documents intended for off-campus distribution. The next several months will be a transition period, as style guides are finalized and further visuals and sub-brands are developed.