Visual Identity Hits Ground Running

April 17, 2003

Carol Schlueter

The new Tulane University visual identity program is definitely on the move. You'll see it on a white Tulane truck the TU shield and university logo, and beneath it, "Materials Management Department." The truck was the first university vehicle to take on the new symbol last month, thanks to the materials management staff and its director, Bill Van Cleave.

The overlapping TU letters on a shield, along with "Tulane University," together form the new visual identity, which was introduced to the campus in early fall last year after its approval by President Scott Cowen and senior administrators. Debbie Grant, assistant vice president for university communications, is pleased with the progress toward the unified identity.

"I think overall the Tulane University community has responded well," she said. "To change the visual identity program of the university is a huge task."

All Tulane units who order new stationery or business cards will be placed into the new logo system, she added, and all communications materialsprinted and Web-based at a minimum must carry the complete "Tulane University" wordmark in its designed form. The university seal has been restricted by Cowen to use on diplomas, transcripts and Board of Tulane communications, and is no longer acceptable for any stationery or cards.

Information on use of the new logos, logos that can be downloaded, and order forms for stationery items are all available at this Web link: http:// The new Tulane brand is surfacing in all sorts of places. Soon it will be on new uniform patches for Tulane public safety officers on the uptown campus. Shirts embroidered with the logo also are on order for Alfred "Buddy" Vallory, traffic manager in the receiving department of materials management. The shield and logo also are prominently displayed on new signage at Tulane National Primate Research Center in Covington and the University College campus in Biloxi.

But the department making the biggest splash in support of the new logo has to be the alumni affairs office on the uptown campus. At last fall's homecoming football game they rolled out all sorts of giveaways featuring the symbol. Recently, T-shirts sporting the new look made a surprise appearance at a Tulane-Louisiana State University baseball game at Zephyr Field as giveaways at the alumni tent. Processing orders for stationery and business cards has kept the university printing offices busy on both campuses.

Robert Morton, assistant director, said in the past six months the operation has processed more than 200,000 sheets of letterhead and 125,000 envelopes in the new logo format. "We are averaging 30 to 50 business card orders a week," he said. New stationery, cards and a variety of items can be ordered using the online order form at this link: http://

The two-page order form must be printed out, completed and faxed to University Printing, or one of two outside vendors, Brennan's Printing or Mele Printing, who have been certified to handle new stationery. The Tulane purchasing department is encouraging offices who order items through Brennan's and Mele to use the Tulane purchasing card. This Visa card for departments is available by contacting the p-card administrator at 314-2675.
The publications office has added several new online PDF forms on the Web site that are available for use by any Tulane employee, free of charge. These forms, for interoffice memos and fax cover sheets, have the new logo and can be typed in, online, and printed out. The forms are available at

Carol Schlueter can be reached at

Tulane University, New Orleans, LA 70118 504-865-5000