Kent State University’s visual identity centers on a wordmark logo featuring the words “Kent State” in blue with “University” in gold, accompanied by a sunburst graphic element. The university’s official colors are Kent State blue (PMS 281) and Kent State gold (PMS 124), which are designated as the primary colors of the brand and should be used at 100 percent opacity.[1] The logo is available in blue/gold, blue, black and white variations for different applications.[2]
Design and History
In February 2016, Kent State University unveiled a new brand campaign called “Undeniably Kent State,” which included a new visual identity and website.[3] The rebranding effort began in March 2015 when the university discontinued its “Excellence in Action” tagline and awarded a $101,750 six-month contract to 160over90, a Philadelphia-based branding and creative services agency, to conduct an environmental assessment.[4] Kent State later signed a $2.3 million three-year contract with the agency in September 2015 to develop the university’s image.[3] The branding agency also spearheaded the subsequent redesign of the university’s website to align with the new brand.[5]
Prior to the 2016 rebrand, the university’s visual identity had undergone an earlier change in 1986, when all stationery and letterheads were redesigned to emphasize the word “Kent” while de-emphasizing “State University.” Michael Schwartz, then president of the university, explained the change by saying, “We changed it (the logo) because we were bored with it. The type was ugly and black.”[6]
The university’s official seal, which predates the current wordmark, was adopted in January 1965. The seal incorporates a blue shield suggestive of Ohio’s geographic shape, a golden sunburst described as an ancient symbol of the light of knowledge and wisdom, and a blue swift in flight symbolizing constantly moving leadership.[7] The chimney swift was chosen because the species colonizes on campus and seems to be in constant flight.[8]
Meaning and Symbolism
The sunburst graphic is described in the university’s visual standards as “a unique and recognizable element of the Kent State University identity” and may be used as a separate art element to complement communications, provided the Kent State brand is clearly defined and the logo is clearly present.[9] The sunburst motif traces back to the university seal, where it was documented as an ancient symbol of the light of knowledge and wisdom.[7]
Use of the Kent State shield is reserved for presidential communications, distinguishing it from the standard university logo used across other applications.[2]
Typography and Design
In the two-color reproduction of the logo, the sunburst and the word “University” appear in gold (PMS 124 for print), while the words “Kent State” appear in blue (PMS 281 for print).[10] The university’s brand guidelines specify that official logos should not be printed in any other color variation, stretched or distorted.[11]
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