North Carolina State University - Agromeck Yearbook (Raleigh, NC)

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T he year 1998 will forever be considered the year in brick at North CaroHna State University. This year, the university developed a new graphic iden- tity to symbolize the bricks that are abundant on this campus. This graphic identity is used to describe a consistent approach to the design of communication that the university uses in transmitting its primary mes- sages. It ensures that the university is easily identifi- able and memorable in its correspondence. The previous identity used on university corre- spondence, such as the block S and the diamond logo are considered symbols of school spirit and are no longer to be used on official university publications. The bell tower seal, previously the main symbol on let- terheads, will still be used on diplomas, fundraising pledges, and trustee reports, but will not be permitted on university letterhead or business cards. The new brick looking graphic image was unveiled after 18 months of study and discussion. NC State officials began thinking about the university ' s graphic after a consultant, Fred Volkmann, Vice Chancellor for public affairs at Washington University in St. Louis, said there was too much variation in its publications. His report was followed by focus groups that included prospective students, employers, and alumni. There also was a survey of 300 administrative and aca- demic units on campus and an audit of 850 examples of campus publications. The outside studies showed that it is important to identify the university first and the title of the pro- gram and a particular college affiliation second and third. On campus, people said they preferred a for- ward-looking graphic image rather than a traditional one. So, a steering committee took the opinions into consideration and came up with the recommended guidelines. All communications from the university — regardless of their origin in academic or administrative units — benefit from primary identification with the parent institution, according to Meredith Davis, a pro- fessor of graphic design who led the team of students, faculty, and administrators that undertook the project. The graphic identity project was funded by the Chancellor ' s Office and carried out by a faculty, staff, and student team. About $35,000 was budgeted for the project to fund faculty participation, purchase equip- ment that is still in use in the School of Design, and to finance student participation in the project. Similar graphic identity projects at other universities have cost many times this amount. The design work was conducted by Davis, who is an accomplished graphic designer. Davis worked with other faculty and students at the School of Design to analyze more than 850 pieces of printed and elec- tronic communication before beginning the design work. Focus groups of alumni, guidance counselors, parents of college-age students, potential students, and employers of NC State graduates were used to assess what kind of visual identifier would best suit the uni- versity. Discussions were also held with many campus groups and with the university ' s Public Affairs Advisory Council, composed of industry, business, and government and communication leaders. The council, as well as the Board of Trustees, the Board of Governors, and the university ' s Administrative Council have endorsed the project. Story by The Bulletin Photo by David Thompson BRICKS, THE NEV 6 PROLOGUE

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