15.3.1 Background

A marketing and advertising council was established to work towards the goal of improving the image and awareness of Rochester University throughout the community. One major aspect of such an initiative is to ensure that the College is presenting itself with a consistent image, which helps alleviate confusion and makes marketing more effective. One of the foundational issues of a consistent marketing program is the proper usage of an organization’s logo. Therefore, one of the first agenda items dealt with by the Communication and Advertising Council related to the use of the College logos.

Most colleges and universities have three logos each specified for certain uses: (1) a school seal – used for high-level official documents that originate from the President’s office or the Board of Trustees and which is also used on diplomas and academic transcripts, (2) a sports logo - used on athletic associated materials, and (3) a general logo – used for all other circumstances not covered in #1 or #2. This ensures consistency in the manner that the institution is presented to the community. The Communication and Advertising Council discussed this issue and decided it would be in the best interest of Rochester University to follow such practice.

The Council decided to use a logo that incorporated existing items already used by the college. The logo (shown on next page) will serve as the general logo for the College. The torch serves to symbolize knowledge and Christianity as the light of the world. While many other schools incorporate a torch in their logo, the Rochester University torch is distinctive with much detail in the flames and an abstract impressionistic handle. However, even with its distinct qualities the torch is not able to stand on its own. Therefore, it should be used in conjunction with the Rochester University lettering to build a connection between the symbols.