Knoxville, Tennessee – The recent unveiling of Winthrop University’s new brand identity is the culmination of a multifaceted effort accomplished by FMB Advertising. The project’s scope included market research, the development of a strategic marketing plan, a website, a style guide and a comprehensive media strategy, along with several ancillary tasks. Winthrop officials unveiled the new look on Feb. 22 on the Rock Hill, South Carolina, campus during an event that was streamed online.
“This redesign of the brand uses Winthrop University’s strong heritage and bright future to cast a new public representation,” said Jody Freeman, president of FMB Advertising.
“This redesign of the brand uses Winthrop University’s strong heritage and bright future to cast a new public representation,” said Jody Freeman, president of FMB Advertising. “The institution serves South Carolina and its market by focusing on students at the personal level. Conveying the commitment to help students take flight from a good foundation was backed up by thorough research and based on solid reasoning.”
The endeavor included in-depth focus groups and online surveys of key constituents. As well as canvassing current and prospective members of the student body, parents, faculty, staff, alumni and board members, FMB sought input from local businesspersons and community participants. Freeman said a byproduct of the process undergirds Winthrop’s instinct to promote its ability to infuse the benefits of a large university with a smaller school’s nurturing spirit.
The new logo features an eagle inspired by a campus statue, a shield from the University’s seal and Winthrop’s stately garnet and gold colors. It replaces a seal adopted in 1992, when the institution transitioned from college to university status.
Bonus: Watch the video of Winthrop University revealing their new brand identity to the Winthrop community on February 22, 2018.