The University's identity is set to change. A new, smart and dynamic logo better reflecting the image of The University of Dundee as it enters the 21st century, and capitalising on the expertise of the Faculty of Duncan of Jordanstone College, is poised for introduction. Engineering the change across every department and every medium from stationery to signage will be no easy task. In charge of it is Deputy Principal Bill Barr who outlines for Contact readers the way ahead. At its June meeting the University Court approved the implementation of a new corporate identity. This decision followed considerable periods of discussion, questionnaires and presentations made to the Principal's advisory group and the planning and resources committee. Designers of the new scheme are David Herbert and Gary Gowans from the school of design in the Faculty of Duncan of Jordanstone. Implementation of the scheme will primarily be phased following the announcement of a specific launch, aimed for early December 2000. Work will be preceded by a campus wide audit in an effort to evaluate the scope and extent of the corporate identity programme and this process is being undertaken through David George's office in the secretary's department. Heads of departments and central services have been circulated and their co-operation is central to the audit process. Many individuals and groups have been critical of the University's seemingly ad hoc approach to corporate image which has resulted in a number of adaptations and versions of the current logo being in existence. Difficulties in student recruitment are also well known so the need to be seen as a dynamic but traditional university has underpinned the new design prototypes. The proposals have also been considered with multi media and web applications in mind. The designers believe the key to a successful launch lies in keeping people informed and this article is intended to start that process. Considerable importance is also attached to involving key players like media services who will play a fundamental role in the process leading up to and after the launch. Specialist design support will initially be based in and provided through the department of graphic design. This will establish the post-audit process and provide quality control to ensure the scheme works. Style manuals will be prepared setting out guidelines for users and distributed to coincide with the launch date. A programme outlining the details will also be circulated through the University's web pages. During the lead-in, the design team will make a series of presentations, similar to the one made for Court, to various sections of the University, allowing users to see the proposals first hand and to understand the rationale behind the scheme. A programme for the presentations will be announced within the week following this article. This is a significant undertaking for the university, but is one which is regarded as essential. Operating as we do, in the highly competitive market place of higher education we should be only too aware of the need for a successful brand. Success of the new corporate identity relies heavily upon ownership. It is also recognised widely that significant visual expertise is available in this university and this has been offered to fully support the implementation process of this new identity.
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