University unveils updated logo, new brand campaign, and new financial aid program

In a move to bring consistent look and clarity to its wide range of academic, research, and educational offerings, Virginia Tech President Charles W. Steger today unveiled an updated university logo and new brand campaign with a new trademarked tagline “Invent the Future.”

Steger noted numerous elements of the new campaign, including the centerpiece financial aid program “Funds for the Future” that will enable moderate to low income families to afford higher education at Virginia Tech. The Funds for the Future program will include up to $14.5 million in aid by the 2011-12 academic year.

“Large universities have multi-faceted missions. We are a land-grant university engaged in discovery, learning, and engagement. Through the transformative power of education, research, and scholarship we help others create their own future. Our students and our faculty want to be challenged and to make worthwhile contribution to their professions, to their employers and to their communities. One cannot distill an entire university community in a phrase, but to the degree possible, we think our value is embedded in the expression, ‘Invent the Future,’” said Steger.

The campaign unveiled the new admissions’ view book sent to accepted fall 2006 applicants, the new updated university and college logos, business cards and stationery, a refreshed university homepage, and samples of new advertising. Also announced was the “Invent the Future” scholarship essays awards. Five $1,000 scholarships will be granted to prospective 2006 freshman applicants who submit winning entries in an essay contest.

With a $44.5 million investment committed to Virginia Tech for research and development in Governor Mark Warner’s budget, and the momentum of our growth and innovation, we are in a strong position to “invent the future,” added Steger.

“Collectively, these elements are all part of how Virginia Tech is presented to our prospective and current students, parents, faculty, staff, alumni, and friends. As we continue to grow as a leading research university, it is important that our key audiences understand all that Virginia Tech has to offer as a comprehensive university,” said Larry Hincker, associate vice president of University Relations, who is leading the brand campaign efforts.

Virginia Tech’s branding campaign comes against a backdrop of public higher education restructuring and the competitive changes that universities across the nation are facing, explained Hincker.

Virginia Tech’s updated logo, and examples of college logo treatments, and information about the campaign elements are available at http://www.vt.edu/future.

Listen to Charles W. Steger’s remarks Feb. 2:

Date: 02.02.06 | Length: 5:30 | Download MP3 (7.0 Mb)