University Publications creates customized logos using the TU shield and unit name upon request. Creation of new logos by any other organization is forbidden without approval from University Communications & Marketing. Best practices in marketing and communication generally call for a coordinated visual identity among an institution's various offices and services. Departments may need to target specific audiences through their programming, services and direct marketing, but these efforts are generally most effective under the institutional umbrella.
Tulane University's brand is diluted each time a different logo appears and distracts people from the distinctive TU shield and wordmark.
Tulane's constituents are accustomed to seeing the official logo in university publications, in routine correspondence and on the website. In use since 2002, the official logos have accumulated significant "brand equity." In fact, the shield with overlapping "TU" letters has been a symbol of the university since the late 1800s.
In many cases, creation of a new logo can consume time and resources without adding equivalent or greater value to the larger initiative. It's easy to say, "We need a logo!"—but the new creative element is likely to accomplish little if it isn't preceded by the harder work of devising a solid business plan and developing a sound rationale for distinctiveness.
Tulane University, New Orleans, LA 70118 504-865-5000 firstname.lastname@example.org