Building Legacies: Crafting Iconic Brands for Howard University’s Next Generation

Branding Howard University’s Timeless Impact

Howard University's brand has been in the spotlight as Vice President Kamala Harris, the history-making alumnus, has put the historic institution in the public eye. Having had the incredible honor of working with Howard to develop university brands and campaigns, it has been tremendously gratifying to see so many aspects of those efforts featured prominently.

Developing the Howard University Brand

Our initial engagement with Howard University was to refine and redevelop the university's brand. Like many institutions, Howard’s brand had become increasingly decentralized and ungoverned through years of evolving leadership and priorities. The inconsistencies and unsanctioned creation and use of core identity and messaging elements had become a significant challenge for the university.

One of the greatest challenges facing a university is developing a brand platform simple enough to be governed, while sophisticated enough to differentiate the institution.

The Brand Challenge

We had our work cut out for us, many core university brand elements had been altered and updated without governance, resulting in inconsistencies throughout the system. Across departments, and even in admissions, communications were very inconsistent. Prospective students were receiving information and welcome kits where every element had a different look and feel. Inconsistent identity, color, typography, and messaging were undermining the university’s image, and it was clear that a structured system was necessary to centralize and govern the brand.

The Brand Process

We began with a strategic assessment of university communications and tools, which we mapped to actual communication needs across the institution. We found that departmental and institution-wide communications had similar needs, but there was no shared structure to govern the production of communications. The resulting inefficiencies and inconsistencies made it difficult for the university to present itself cohesively, increasing brand confusion, administrative burden, and cost.

For the University identity, we recreated the existing clock tower logo and seal, updating the graphics with new proportions and typography to reflect the sophistication of the institution. The platform included additional identity variations to accommodate different applications and dimensions of the University. Updated typography, color palette, and design architecture was applied to the brand system which governed digital and social platforms, environmental and signage applications, and a comprehensive suite of print tools. The platform also included guidance on University narrative and brand messaging to ensure consistent application across channels.

It has been tremendously gratifying to see Howard's identity on display and consistently applied in its updated form.

Designing the Howard University Bison Identity

There’s only one Howard University Bison, so we set out to create a design unlike any other.

Having gained momentum with the University brand development, we were engaged to create a new Howard University Bison mascot. The existing Bison logo was similar to the Buffalo Bills logo, and new NFL team ownership would not allow continued use. This was a dream project. The Bison symbol plays such an important role at the University and its athletic programs—it was critical to make it uniquely Howard. We set out with one objective: To make the Howard University mascot unlike any other.

Engaging Stakeholders

Given the high-profile nature of this effort, we engaged a broad range of stakeholders, from students and the community, to faculty and alumni. We developed a social media campaign and social aggregator site to collect insight and feedback on the Bison’s significance and people's aspirations for the logo. The campaign achieved widespread response from the student body and other stakeholders, whose voices were reflected in the strategic development and approach.

Because there were many stakeholders, and gaining consensus on a single direction would be difficult, we explored a wide range of solutions. Many approaches were explored and presented in contexts familiar to the committee so they would be able to visualize and relate to the identities in recognizable environments. This approach helped the presentations feel more real to the stakeholders and increased their excitement for the work.

Gaining Consensus

Working through the brand process required finesse, but ultimately, consensus was achieved. We then performed both objective and subjective brand research to help validate the selection for the President’s approval. By balancing subjective impressions with objective feedback on specific identity characteristics, we were able to gain valuable insight that helped achieve final approval.

Introducing the New Bison

To launch the new bison logo, we developed a campaign that was unveiled at Howard University's Homecoming. large banners were unfurled across campus, and a PR and social media campaign was executed to build earned and organic engagement. There was tremendous positive feedback for the logo, and since its launch, the Bison identity has only increased in visibility. It is seen frequently on merchandise and in advertising and can even be found in major department stores. And with that, we achieved the objective of creating a symbol that stands on its own with inspirational qualities that reach far beyond the campus.

Building the Bleed Blue Campaign

Another exciting project we partnered on with the university was a campus-wide spirit campaign promoted across the university in public spaces, buildings, lamp posts, and merchandise.

It was important to symbolize the University’s commitment to its students and legacy, as well as its purpose beyond education.

Reflecting a Sense of Pride

The "Bleed Blue" campaign was designed to reflect a sense of pride, belonging, and accomplishment, core to Howard University's mission. We also set out to express these concepts in their simplest form, so they would be easily recognizable and achieve impact. The campaign reflected three critical dimensions of the Howard experience and promise: The Howard legacy (Born Blue), the Howard spirit (Bleed Blue), and the Howard mission (Live Blue). A ribbon element symbolizes the connection between these three important dimensions—the past, present, and future promoting a shared purpose and commitment.

Creating the Howard University 150th Anniversary Brand

One of the most meaningful projects we had the honor to support was creating the brand and theme for Howard University's Sesquicentennial. Representing 150 years of such a storied institution was a big responsibility. The brand would serve as the backdrop for a year-long celebration of the University's important history and vision for the future. After research and concept exploration, we landed on the theme, “The Time is Always Now” inspired by James Baldwin, Martin Luther King, Jr., and so many others who fought for, and continue to advance social justice and civil rights. Additionally, it represented the continuous cultural and intellectual accomplishments that the University makes possible.

From Theme to Brand Design

The theme was accompanied by an energetic brand design inspired by traditional African patterns symbolizing the diverse people, programs, and accomplishments that shape Howard’s unique distinction. Throughout the Sesquicentennial year, the brand and its expressions served as a bright reminder of Howard’s important legacy and its critical vision for the future.

What's Next for the Howard Brand?

It has been an honor working with Howard University on so many distinctive projects. We’ve had the great fortune of partnering with brilliant teams across campus, including the Office of Communications, University Athletics, and The Office of the President. At every step, there were champions at the university who gave us the opportunity to do our best work and make it matter.?We look forward to seeing Howard University's brand continue to evolve and have tremendous impact.

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Chris Lester is Co-Principal and Brand Lead at FORTH, helping organizations harness their unique power and lead their markets. If your institution needs to stand out. Let’s talk!