Daily 49er, February 22, 2018

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CALIFORNIA STATE UNIVERSITY, LONG BEACH

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VOL. LXVIX, ISSUE 52 | FEBRUARY 22, 2018

49er

BRANDING

Out with the old in with the new — sort of Administration and marketing department still back and forth about identity. By Kat Schuster News Editor

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Photo Illustration by Drew Mametsuka

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al State Long Beach has been tacking on names and logos to the school’s identity since it opened its doors in 1949. Today, the school flirts with two names: Cal State Long Beach for academia and Long Beach State for athletics. Along with having two names, the school

also sports three to four clashing mascots and an unmeasurable amount of logos to choose from. It’s time the school put it’s bureaucratic differences to rest and finally pick a lane. To read the Daily 49er staff’s editorial, see page 6.

f there is one thing most members of Cal State Long Beach can agree on, it’s that the school has commitment issues. First of all, what is the university’s official name — CSULB or Long Beach State University? Is the mascot a prospector, a pyramid, the 49er or the Beach? A revolving door of logos, various acronyms and conflicting mascots has screamed identity crisis for nearly 70 years. Andy Hoang, associate vice president of marketing and communications for the university, was hired in 2013. Ever since, he has been working to remedy the school’s lack of consistent branding — and he’s received mixed reviews. “Regardless of what business or organization you’re from, lacking a cohesive and consistent look weakens your identity,” Hoang said. “It does not put you in a position of strength as a unified organization.” After several years of research and combing through statistics about the school and the Cal State University system, Hoang and his team have launched what they feel will unify the school — the Strengths and Strategies initiative. This initiative inspired the “no barriers” campaign and has updated older university logos. Under the campaign, Hoang has also taken steps with his team to upgrade the school’s website to a modernized video-storytelling platform. The logo From new athletic uniforms to the newly built 6-foot “GO BEΛCH” letters at the West Campus Turnaround, the initiative is present everywhere on campus. While the letters are a part of the strategy, funds for marketing were not used for the structure of the letters. For the past year, large banners have see IDENTITY, page 3


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