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The GW Hatchet


The GW Hatchet

Serving the GW Community since 1904

The GW Hatchet

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PAUL closes in Western Market
By Ella Mitchell, Staff Writer • April 22, 2024

Message board leaks to-be-released logo

An early version of the University’s new logo began hitting browsers this summer. This photo was posted on the GW Hoops fan site in July.

A version of the University’s much-hyped new logo that will be officially unveiled Sunday has been circulating online.

The redesigned seal, posted on the men’s basketball message board, features a right-facing, sepia-toned George Washington and the University’s name written in a sans serif font – matching a description provided by the agencies that engineered the logo.

The same image was shown at the visual identity townhall this March – where photography was banned – that drew just a handful of students and about 100 faculty and staff members to critique the new logo. The design has been kept under wraps throughout the two-year project.

University spokeswoman Michelle Sherrard said the image posted by a GW Hoops user was “an early draft,” and encouraged members of the community to attend the official launch on Aug. 26 at 7 p.m in University Yard. She said she did not know how the Hoops user obtained a digital copy of the image.

Other organizations and companies that hired the same high-profile firms, FutureBrand and 160over90, for rebranding work paid top dollar for new logos. Sherrard declined to release the cost of the rebranding campaign, as University officials have throughout the project.

Michigan State University paid 160over90 $478,000 for its rebranding effort in 2010, according to its student newspaper, The State News.

FutureBrand billed Air Malta $501,000 in July for that the airline’s new logo, according to Malta Today and the Times of Malta, two of the country’s newspapers.
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