Introducing the new Common App brand

cross posted at commonapp.org

In 1975, 15 forward-thinking higher education institutions devised a new way for students to apply to college. A single application to streamline the process for students applying to multiple institutions.

From that experiment arose The Common Application, a non-profit membership organization dedicated access, equity, and integrity in the college admission process. Today, we serve more than one million students -- a third of whom are first-generation -- applying to nearly 900 member colleges and universities worldwide.

But the path to higher education has changed.

While some students may know how to reach their goals, many do not have the resources to even begin to think about their goals. And, for most students applying to college, the process is filled with uncertainty. We’d like to change that. We want to lower both the systemic and logistical barriers to college access. Not just by streamlining the application, but by connecting students to resources that will help them get to and through college, and supporting those who support students.

Common App wants to make the application simple, the process logical, and the experience joyful for all students. We're forging a direct, unambiguous path to a viable future for all students.

That means not only helping students apply to college, but also ensuring that all students feel supported throughout their journey. Whether they’re applying for the first time or looking to complete their degree. Whether they’re uncertain if college is right for them or trying to figure out how to pay for college once they’ve applied. We’re here for them.

Today, we’re proud to unveil our new brand in support of this vision. Our new identity evokes fluidity and infinite possibilities. It points forwards and upward. It’s about momentum and helping students reach new heights.

We aimed to create a look and feel that is modern and inclusive of the broader types of institutions and students that we serve. And, one that allows us to grow the programs and services we offer in support of our mission.

Along with this new visual identity, we’ve recently launched a brand new version of commonapp.org designed to help students plan for college, explore their options, and apply. The new site features an expanded college search and college profile pages to make it easier for students and counselors to learn about Common App members, and what is needed to apply to each institution. Plus, we’ve revised our Common App Ready toolkit, video tutorials, and applicant and recommender guides for first-year and transfer to make it easier to get started.

On August 1, we launched the 2019-20 version of the application which not only incorporates the new visual identity, but also introduces several improvements for mobile-friendliness and accessibility. We're excited to bring more updates in the near future, and helping even more students reach their goals. Our future starts now.

Common App wants to make the application simple, the process logical, and the experience joyful for all students. We're forging a direct, unambiguous path to a viable future for all students.

Lots of great people across Common App contributed to this effort, and we worked with some pretty great partners along the way. Our main collaborator on this was Tomorrow Partners (read their case study).