Introduction

Dear colleagues:

Northwestern University recently undertook a self-study to define -- for ourselves and the world at large -- precisely who we are and what sets us apart from other institutions. In this day we are well aware of the advantages -- and increasingly the necessity -- of projecting a consistently strong identity that communicates clearly our aspirations for the future as well as our core values and traditions.

The results of that study are outlined in these pages. This identity program is the product of many months of research and planning, and I believe it successfully and persuasively projects the personality and strengths of Northwestern University. Consistent implementation of this program will bring Northwestern higher visibility and greater recognition.

The identity program consists of two parts: visual and written. The visual element centers on a new institutional logo consisting of a subtly refined version of our venerable seal in combination with the words "Northwestern University." This logo will be seen in materials ranging from business cards and letterheads to recruiting publications to the University's Web pages. It is a powerful, effective, and immediate way to communicate our institutional identity. Guidelines for implementing the visual identity are spelled out in detail on this Web site. This identity program will be used throughout the University.

The written component of the identity program consists of a series of statements defining who we are, what we aim to accomplish, and what makes us distinctive. These statements will help us all to think and talk about Northwestern more clearly and consistently, whether our audience is prospective students, parents, donors, or members of the general public.

To be sure, Northwestern has always valued independence and initiative within the University community. Having said that, however, I believe the benefits of widely incorporating this identity program into communications produced by the University are self-evident. It will help us all communicate consistently the strengths and distinctive qualities of Northwestern University. Therefore, I look forward to your cooperation and support in implementing this new identity.

Henry S. Bienen
President