After more than a year in the making, Hamilton unveiled a new graphic identity this summer and began the year-long process of implementing the College's new signature.
The new identity features the wordmark "Hamilton," a stylized cupola of the Chapel and a horizontal line above the wordmark to support the cupola.
President Gene Tobin called the new graphic identity more of a "refinement than a revolutionary change in the way we present our College visually. The logo design of the Chapel cupola -- with its unique quill weather vane -- signals our historical roots and our enduring commitment to clear and effective oral and written communication."
In a memo to the community in July, Tobin said, "In recent years, most especially as we drafted the Strategic Plan, we have defined Hamilton as a college that values academic rigor, oral and written communication, and individualized instruction. We have been less successful in communicating a consistent visual identity reflecting those themes."
"In fact," he continued, "our most serious challenge graphically has been the proliferation of idiosyncratic visual images. While I admire the entrepreneurship behind such efforts, I believe that the College needs a consistent, recognizable visual identity."
Director of Communications Mike Debraggio, who chaired the eight-member committee that worked with a design firm to create the new graphic identity, said Hamilton will take the better part of the current year to fully implement the system.
"Rather than have everyone throw away their old stationery and replace it with new letterhead, envelopes and business cards on a predetermined date, we've elected to go with a more gradual transition," Debraggio said. "But our expectation is that the new system will be fully implemented on July 1, 2003. During the year, people should simply use their existing stationery and then, when it's time to reprint, they should make the transition to the new identity. The only thing we ask is that people do not mix the two identities -- for example, old letterhead with new envelopes."
Debraggio said he hopes the transition will happen quickly, especially since some of the older stationery on campus does not comply with new postal regulations. To assist employees with the proper use of the identity, a style guide has been created and is available online in a PDF format. The style guide identifies the proper uses of the new identity, as well as recommended type sizes and fonts for letters. All stationery is to be printed on bright white recycled bond paper.
"We've tried to anticipate questions and address those in the style guide, but if something is not clear people should call me or Stacey Himmelberger, and we'll figure it out," Debraggio said.
 The new Levitt Center graphic identity. |
As part of the new identity, the College created several adaptations for a few, distinct campus programs, such as the Arthur Levitt Public Affairs Center, the Kirkland Project for the Study of Gender, Society and Culture, and the Annual Fund. In these instances, the full name of the program sits on the rule adjacent to the cupola and above the wordmark. (See example.)
"These special cases are the exception to the rule," Debraggio said. "Most of us will use the primary signature as described in the style guide."
 The new Hamilton athletics graphic identity. |
The year-long process to create the new graphic identity system included the involvement of approximately 100 faculty members, students, alumni and employees who participated in focus groups in February and completed surveys in April of possible designs.
"The process was both inclusive and instructive," Debraggio said. "A couple of ideas that looked promising early simply did not survive the scrutiny of those who would use the identities on a daily basis. I believe the new graphic identity is stronger because of the input we received, and we owe a great deal of thanks to those who took time to participate in the process."
In addition to Debraggio, the Graphic Identity Committee consisted of students Kristen Kmetetz '03 (fall) and Matt Eng '02 (spring), alumnus Sean Fitzpatrick '63, faculty members Katie Kodat (fall) and Ella Gant (spring), College Editor Stacey Himmelberger, Director of Admission Lora Schilder, Director of Athletics Dave Thompson and Print Shop Supervisor Debbie Wood.
