March 5, 2002

Roll Out the Logo

University Unveils the Much-Anticipated
New Logo and Branding System

By Thomas Kohout

The University officially unveiled its first new comprehensive identity package in more than 10 years at a ceremony coinciding with George Washington’s birthday, Feb. 22. President Trachtenberg unveiled the new logo and identity program based on George Washington’s powerful name and visual recognition. This new branding system will establish a consistent identity to unite GW’s diverse campuses, schools, and programs.

One of the greatest successes of the new wordmark is its use the George Washington image. Sandy Holland, assistant vice president for special projects, who headed the redesign efforts, and GW Graphic Design Director Kelly Livezey, who played a key role in the production of the new program, saw this as an important addition to the GW brand. The University’s namesake is one of the most recognizable visual symbols in the world, so it made sense to capitalize on Washington’s image.

The GW community may choose from four basic designs of the logo. The primary logo — what’s being referred to as the portrait wordmark — has both a vertical and horizontal version incorporating the Peale portrait of Washington with Requiem, a font based on traditional Italian chancery forms. In addition to the portrait word mark, there are several other alternatives including a single line version and a GW monogram intended to be used in special instances for merchandise such as pens, caps, mugs, or signage. The new wordmarks will dramatically expanding the potential variety available to University users.

All of GW’s campuses, as well as the GW Hospital and each of the University’s colleges have their own customized version of the mark. In addition, a complete stationery package will be available, as well as new buff, gold, and blue color designations.

Also unveiled at the ceremony was the online GW Graphics Standards manual to help guide those responsible for the various departmental print materials. It may be downloaded, along with the new logos, at the GW Graphic Design Web site (


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