New Wellness branding unites VTSU campuses
Last semester, the VTSU Wellness Center came to my Branding and Packaging class, asking for a new logo and identity. I took this as an opportunity to find a way to do what the VTSU merger failed to do: unify the campuses while retaining their own unique identities.
While I knew I had to stay within the VTSU branding guide, I took the opportunity to take the colors from each of the old colleges and bring them back in a new way. I wanted to include some way of representing four individual things coming together, the motif of a heart and people, both being crucial themes across wellness, and loosely connecting that to nature with a plant-like shape, as that seemed to be a common theme in my research to signify growth.
Something I felt that was missing from the VTSU branding was the meaning of the four main colleges coming together. You could make the argument that there are three main mountains in the VTSU logo, which could represent NVU, VTC, and Castleton, but I feel like that doesn’t capture the true spirit behind the college.
To me, it seems like there was a complete dismissal of the previous colleges’ brandings moving into VTSU, seemingly wanting to leave its predecessors’ legacy behind. This is something I feel strongly about, and I took this opportunity to amend that the best I could.
I feel like I wasn’t just able to capture the mission behind the Wellness Center with this, but was also able to bring back much needed identity to this school. The reason that this project resonated with me was because I felt VTSU’s branding missed the mark and isn’t true to its roots, and this gave me a means to right that wrong.
While the Wellness Center is just a small part of VTSU as a whole, I’m happy I was able to leave my mark on this school, and by doing so, was able to bring some much-needed unity to it as well.
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