Brand refresh a ‘strategic priority’ for the College

Publication Date
A view of the Nott Memorial from a drone

Union is a special place with a great story to tell. Telling that story consistently in ways that resonate with all members of our community – and also notably with prospective students and their families who represent the College’s future – is among the College’s strategic priorities.

As we look forward the time is right for the Communications and Marketing organization to pursue a refresh of the Union brand. Among the initial ‘deliverables’ for this work over the next several months will be:

  • Updated messaging designed to crystallize Union’s distinctiveness and advantages relative to our peers and competitors
  • A new branding platform that will refine and articulate our storytelling style, design elements, the visual components of our work and more
  • An exploration – and possible updating - of the current Union logo and word marks
  • Possible creation of a marketing tagline for the College
  • Exploration of Union’s nickname and mascot, and possible alternatives to “Dutchman/Dutchwomen” that may better represent the vision of Union today and what we aspire to be in the future.
  • Development of creative concepts to serve as the foundation for future communications and marketing campaigns
  • Creation of brand guidelines to ensure consistent application of Union’s messaging and visual look and feel across the College

To help guide the College through its journey toward an authentic and distinctive brand voice, we have contracted with the marketing and branding firm Truth & Consequences to serve as our partner. The team at Truth & Consequences, which was on campus this week for two days of meetings with faculty, staff and students, brings considerable higher education experience to this project, including work with other leading liberal arts institutions.

The work to examine nickname and mascot is being led by Communications and Marketing leadership and Athletics Director Jim McLaughlin. An advisory group comprising faculty, staff, students and alumni has been formed and we have retained an outside consultant with expertise in guiding institutions through this process.

We expect to be able to share more about this work early in the new year, and there will be opportunities for all community members, including our passionate alumni base, to share their ideas and viewpoints as we explore alternatives.

You can share your thoughts about the Union brand and/or tell us if you’d like to be included in future opportunities to provide feedback by contacting us at And stay tuned – there will be more to come.