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Brand builds visibility for Binghamton

The University has a new look. It’s fresh, contemporary and designed to represent the distinctiveness of Binghamton University to the world at large.

And while that new look arrives with new brand guidelines, the brand is far more than a different typeface or updated logo. It’s almost a mantra for the University, a statement of purpose that expresses Binghamton’s vision.

The brand is built upon the spirit of inquiry, discovery and achievement that have been central to a Binghamton education since the founding of the University.  The brand messages are punctuated by the theme line, “Never stop questioning.”

“The brand is part of the University’s goal to raise awareness of Binghamton as an institution that is internationally acclaimed for its research and scholarship,” said Chris Ritter, associate vice president for communications and marketing. “The new brand graphic guidelines will enable our campus to communicate more powerfully, consistently and with greater impact.”

The updated and comprehensive brand guidelines offer graphic standards that will be used in everything from business cards to advertisements. They were developed with input from faculty, staff, students and alumni as well as research with key target audiences.

“A brand needs to be distinctive, relevant and consistent,” said Gregory Delviscio, director of publications. “The more we use this, the stronger it becomes.”

The guidelines include a refined University logo and rules for using the logo on letterhead and in other publications. The guidelines establish Helvetica Neue as the primary typeface for publications and include recommendations for imagery.

In addition, a new secondary color palette has been created to complement the deep “Binghamton” green already in use. The colors include saturated blues, yellows and magenta that bring a more dynamic look to communications materials.

The new brand is already in use in a variety of settings, including Admissions materials, magazine advertisements and even the banners hanging at the University Downtown Center. The banner on the front page of this week’s Inside is another example of the brand at work.

This month, the Publications Office also expects to incorporate the new look on University letterhead and business cards.

The brand guidelines are available online at as well as in a spiral-bound booklet. Limited copies of that publication are available from Delviscio’s office.

“The University has achieved so much and is earning acclaim with its academic, research and student life programs,” Ritter said. “The brand initiative will help us all communicate these achievements with consistency, raising our visibility and reputation.”

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Last Updated: 10/14/08