Elsenbaumer and IPFW interim marketing director Kathryn Hopkins revealed the logo to a crowd that included media and IPFW staff. The gold-and-black logo is similar to Purdue’s main and northwest Indiana campus logos. Indiana University-Purdue University’s logo for the Indianapolis campus is crimson with IU on it.
Conor O’Flaherty, SME director of brand strategy and development, who attended the news conference with Jon Hans, SME strategic brand writer, said they are part of a 12-member team who will be doing the branding, which will include TV commercials, outdoor signs, print ads and digital formats. He could not give any time periods for a rollout of the information but said “there’s multiple dates.”
Plans are to become PUFW on July 1. Among the university’s recent decisions, after employing SimpsonScarborough, a market research firm near Washington, D.C., was to announce the school colors for PUFW won’t be IPFW’s blue and white but the gold and black of Purdue’s main campus.
During the transition from IPFW to PUFW, students will likely still be wearing the IPFW-logoed apparel, Elsenbaumer said. Items including a travel mug with the new logo were available at the news conference for attendees but haven’t been ordered by the IPFW bookstore yet, where plenty of IPFW merchandise remains available.
Elsenbaumer said of SME, “What really impressed me was the level of research they did on us with very little time.”