You're never too old for a makeover. Even at 240-years-old. In July 2021, Washington & Jefferson College (W&J)—one of America’s oldest and most distinguished liberal arts institutions—formally unveiled their powerful new brand to the world following a years-long collaboration with MogoSME.
The new brand — a bold college-wide strategic vision — was spearheaded by a new identity and suite of marks, designed to differentiate W&J from its competitors. The new identity also pays tribute to the institution’s storied history while positioning it for the future.
Along with a new suite of marks, MogoSME helped W&J communicate its new strategic plan, which delivers a highly-customized, intellectually engaging student experience to develop professionals of uncommon integrity to lead in an ever-changing world.
Central to all of this was the development of a powerful new brand platform — Founded Here — which plays off the Founding Fathers W&J is named after while emphasizing various aspects of the multidimensional student experience.This rebranding effort not only united all of W&J’s stakeholders, it defined their unique liberal arts education, repositioning them for a brighter future — one that will continue to define W&J for years to come.
The creative direction of MogoSME's Creative Director, Jason Vogel and the strategic guidance and influence of Managing Director, Conor O'Flaherty and Brand Strategist, Jonathan Hans were critical in the success of this project.
Visual Inspiration
To bring the W&J identity forward, we looked to the past. The mark needed to lean into the future, but couldn't forget it's storied history.
The solution? To heavily feature Old Main — an iconic campus building with matching towers, added in 1875 to mark the joining of Washington College and Jefferson College as Washington & Jefferson College.
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