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Valley News Staff Writer
Hanover — Dartmouth College this week rolled out a new, simplified logo as part of a branding redesign that administrators say will standardize the school’s “visual identity” and present a unified message to the world.
Visitors to Dartmouth’s website or social media accounts will already see the new emblem, a green “D” with the Lone Pine, a symbol of the college, inside it. Along with that logo, which college officials call the “D-Pine,” the school’s “wordmark,” or the visual depiction of its name, has received a standardized font and color.
Justin Anderson, vice president for communications, led a year-long effort with input from students, faculty, staff and administrators to systematize the way Dartmouth and its many subsidiaries represent themselves visually.
“All you have to do is walk around campus and you’re going to see different representations of the Dartmouth wordmark in different places,” Anderson said. “You’re going to see one at Geisel (School of Medicine) that’s different from a sign hanging in Collis” — the student center on the Green — “which is different from what you’re going to see on the website, which is different from what you’ll see sold at (stores) on campus.”
The updated design also is meant to simplify and modernize Dartmouth’s symbols in a world where an image’s compatibility with social media platforms helps shape the success of the institution it stands for, Anderson said.
Administrators enlisted the New York City firm Original Champions of Design to help them pick a new visual framework, according to a Sunday college news release.
The consultants drafted several options for logos, according to Anderson, and also created a new typeface for the wordmark called “Dartmouth Ruzicka,” after Rudolph Ruzicka, an...