Virginia Commonwealth University

Whether you have been at Virginia Commonwealth University for six months or 20 years, you have noticed that we are a university on the rise. We have grown in size and stature. We have joined the ranks of the nation's top 100 research universities. There is energy on campus, pride in our community and national recognition of our accomplishments.

VCU has a postitive momentum on which we must capitalize so that we can continue to attract top students, faculty and staff and compete on a national level. For that reason, this past spring we began a thorough investigation of our brand. The goal was to capture this spirit of achievement and support our Quest for Distinction. We conducted surveys with more than 3,000 faculty, staff and students and interviewed 60 campus, alumni and community leaders. We also reviewed our own communications, our competitors' and branding initiatives at other schools.

The result, which you can see today at www.makeitreal.vcu.edu, is a branding initiative that will help raise regional and national awareness of our university's high-caliber academics and unique, spirited culture. It will strengthen our enrollment, alumni support and reputation as a nationally competitive university.

Starting immediately, you'll see the new brand at work in a focused advertising and communications campaign targeted to prospective students, alumni and influencers. It will be evident on our website, in social media, and on posters and banners across the campus. One of the elements you'll notice right away is a new seal that celebrates our history and integrates our identity as one university.

You'll also notice a new theme line, "Make it real," which underscores VCU's energetic and intensively engaged model of education. This theme is part of an entire brand campaign that demonstrates the mind-opening, life-changing, high-quality learning experience at VCU.

The new brand means greater visibility for every part of VCU. New brand standards have been developed so VCU communications will have a consistent message, look and feel across all platforms. University departments will be asked to use these standards in developing communications materials. The standards enable each department to express its strengths while reinforcing the university's overall visibility. University Relations will work closely with you as the new brand standards are put in place.

With a strong, consistent and relevant brand platform, VCU is prepared to compete at a national level. In the upcoming weeks and months we will let you know more about the brand communications, their impact and your role in letting the world know about the great things going on at VCU.

Learn more about the new VCU brand at http://www.makeitreal.vcu.edu/