We are bigger, braver and bolder — and it’s time our message and visual identity reflect Towson University’s extraordinary momentum.
What began as the Maryland State Normal School in 1866, Towson University has grown into one of the nation’s top public regional universities, home to 23,000 students, serving as a powerful creator of opportunities and an economic driver for the greater Baltimore region.
And a braver and bolder university calls for an identity that matches the impact and promise that TU delivers every day.
Welcome to the new TU.
For the first time in more than 20 years, Towson University has a new identity — complete with key messages, a logo redesign and a renewed sense of pride.
“This contemporary identity nods to our history, but also clearly states what Towson University is today. Our momentum is strong, and growing even stronger,” President Kim Schatzel said. “I hope each of you will proudly wear and share this new TU brand mark as we boldly tell the contemporary story of TU and together write the next chapter of TU’s story.”
Upon her arrival at TU, one of President Schatzel’s presidential priorities, “TU Matters to Maryland,” focused on the need to tell the contemporary story of Towson University.
At the time of her inauguration, she told The Sun, “The reality of Towson outstrips its reputation.”
So TU’s marketing and communications division used a research-based identity audit to identify TU’s distinction and bridge the gap between institutional pride and the reality of TU’s tremendous growth and rise to one of the nation’s top regional public institutions.
Research began in fall 2016 with interviews and conversations with more than 2,000 stakeholders in all. The development of TU’s first-ever brand platform and strategy began in 2017. A visual expression of the brand and a new brand mark was identified in 2018 by the university’s Agency of Record, Mission Media, in partnership with TU’s in-house design team and creative professionals.
The new brand mark itself is the first redesign of TU’s visual image in more than 20 years. Inspired by the bold pattern of Maryland’s state flag, the new mark takes on a contemporary block TU style with both a connectedness and depth that distinguishes the mark as an icon itself.
These changes affect the current institutional logo. If you’re wondering what it means for the athletics logo, don’t worry — the popular Tiger logo will remain part of university athletics.
The identity audit process also led to the development of a platform and key messages that emphasize TU’s best attributes and brand pillars: mentorship, momentum and opportunity.
TU is first sharing the “new TU” internally with our community of students, alumni, faculty and staff. The start of the New Year brings the implementation phase of the identity audit.
As the new brand is implemented in 2019, workshops will be held around campus to assist with using the new brand platform and visual guide.
As the calendar turned to 2019, the “new TU” brand mark became more visible atop the Towson.edu website and more prominently in the university’s updated daily newsletter, “TU Today” — the re-imagined morning email for students, faculty and staff.
The campus will begin showcasing the new brand mark in other ways, too — from apparel to email signatures to signage.
Later in 2019, TU will launch a new marketing campaign to bring the brand to the greater public.
Read FAQs about the university’s new brand.
Don’t see what you’re looking for? TU’s brand team is here to help. Contact us at brandteam AT_TOWSON.
This story is one of several related to President Kim Schatzel’s priorities for Towson University: TU Matters to Maryland.