Centennial
Though intentionally small in order to be used anywhere, a logo carries a lot of weight. In just one image it must establish instant brand recognition – to help others understand who or what the brand is, what it does, and what value it brings. A logo should also be simple, memorable, timeless, versatile and appropriate. Originally the Pennsylvania State College of Optometry (PSCO), later renamed to the Pennsylvania College of Optometry (PCO), the College’s seal played a dual role as a seal and logo. Once PCO officially established Salus University in 2008, and the separation of the seal and logo occurred, it was a stepping stone for the University to rebrand.
In 2013, the University began a process of self-identification in preparation for a five-year strategic plan. During that time, it became apparent that rebranding of the Salus University identity and assets were also needed. While the University was known in academic and professional circles largely because of faculty and the quality of the graduates, it was not as easily identified in other areas that included prospective students looking for a graduate or professional degree program. Thus, the goal of the rebrand was identified: enlighten the health professions, prospective students, grant officers and the public at large locally, nationally and internationally about the Salus story in a way that honored the legacy, but also captured the University in its present day.
But branding isn’t just an updated logo. It also involves something called a brand platform. A brand platform is the foundation upon which a brand is built. It consists of many of the brand’s elements such as its values, personality and tone of voice, all of which helps establish a brand set itself apart from competitors, how it is perceived to be of value in the marketplace, and provides a structure for consistent messaging.
A good brand increases the value of a company, and makes acquiring new customers – in the case of education, prospective students - easier; and it was an important step for the University to take in order to continue to be a top provider of healthcare education and to continue to gain prospective students.
The Salus University logo today is an excellent example of the revised brand platform, as its design is meant to signify the ongoing thought, leadership and intellectual curiosity of Salus. The interconnectivity of the rings in the brand mark celebrates the University’s commitment to an interdisciplinary experience and serves to “connect” the individual colleges under the Salus umbrella. Its shape, which uses graduated circles, represents ongoing motion and personalization of the complexities of health science. The logo’s color combination (red, gray and orange) was chosen to convey energy, rigor and focus – all elements of the Salus experience.
While no longer used in coordination with the logo, the seal itself was also updated as part of the rebranding efforts. While it follows the basic rules of good logo design, it also incorporates the symbolism that University seals are known. The infographic above shows today’s seal in detail, whichshowcases the Latin name for the University, Universitas Salusiensis, and the year in which the founding College was established, 1919, in Roman Numerals. The four symbols included inside the seal are the lamp, illuminating light, an open book and the all-seeing eye.
