University of Montevallo
The University of Montevallo is a school that’s unlike any other. As Alabama’s only public liberal arts university, it’s far more affordable than other liberal arts options in the state and presents an entirely different style of education from other in-state public universities. By its very nature, Montevallo attracts an incredibly diverse yet likeminded group of individuals who pursue careers in everything from the arts to business to science. But the common thread among all of them is an unyielding spirit of individuality–a passion to create their own path instead of following those more traveled.
Our goal with the campaign was simple: help the university embrace their core as the smart choice for independently minded students. Because, in truth, no other school positions themselves as the creative choice and no other school could defend that position like UM.
Most traditional university logos look pretty much the same. The new mark had to be as imaginative and distinct as the community itself. Instead of the typical engraved seal or classic columns, the mark featured their falcon mascot perched atop an iconic M. This modern yet unconventional approach seamlessly reflects the core of who they are.
The new University of Montevallo brand revolved around the theme of unconventional wisdom–a statement that simply and boldly spoke to Montevallo’s liberal arts foundation, creative student body and incredibly small student to faculty ratio. The creative also refused to fit in with expected university marketing practices. Instead of fresh-faced SGA-types seated neatly around the quad, the work showed real students in imaginative situations that reflected the creative core of the school.