Maryville College reveals new logo
Aug. 25, 2021
In a video posted to social media yesterday, Maryville College revealed a new logo and logo system.
This new identity, created in partnership with local advertising and design agency Visual Voice, replaces the existing logo of the College’s name with a stylized version of the Anderson Hall bell tower, which the College began using in 2002.
The iconic bell tower is again incorporated into the new logo system, although now it is part of a roofline and nestled in the mountains.
In the video, Maryville College President Dr. Bryan F. Coker explained that the new identity supports a strategic initiative he outlined in his installation address last year – to embrace the College’s location and use it as a differentiator in the competitive landscape of higher education.
“Few colleges and universities in the United States are blessed to have the views and amenities of an amazing national park in their backyard, and we need to lead with that identity when introducing ourselves to prospective students, partners and donors,” Coker said.
A 12-person logo committee, comprised of faculty, staff, students and alumni, worked with Visual Voice throughout the spring and summer to first guide and then finalize the concepts.
“We greatly appreciate their commitment in working towards a logo that not only shows where we are, but who we are,” Coker said of all persons involved.
Mountains are prominent
The mountains in the logo symbolize the “Three Sisters,” which are prominent peaks of the Chilhowee Mountain ridge that extends from the Great Smoky Mountain National Park and are the backdrop of campus.
The logo system includes a version of the tower and mountains atop shapes that include the College’s founding date of 1819 and a symbolic representation of the College’s tartan, which, Coker said, “speaks to Maryville College’s Scots-Irish roots” and is already in use from a branding initiative completed in 2019.
“You’ll notice that both logo versions take the shape of a crest, which the logo committee believes pays homage to the College’s history, traditions, and reputation for an education quality and substance. And of course, the color palette relies heavily on our school colors of orange and garnet, which student focus groups absolutely loved.”
In addition to various horizontal versions, the logo system includes a regional tagline – “in the Great Smoky Mountains” – that Coker said the College would be using often.
“I hope you believe, as we do, that this logo and logo family will help introduce the College to others in a more effective and more exciting way,” he said. “In a world that is incredibly fast-paced and full of distractions, we have around 3 seconds or less to capture someone’s attention, making our logo and overall visual identity incredibly important.”
Roll-out will happen over months
The College has begun the process of trademarking the logo system. Its roll-out, which will include updates to things like the website, social media accounts, stationery, publications and signage, will take several months, Coker said.
The new logo system does not replace the College’s athletic marks (the Power M, Scotsman, sword and shield), which were designed by Visual Voice in 2006.