New brand will embody ODU identity, values

Old Dominion University has grown dramatically and is increasingly noted for the quality of our faculty and academic programs, our cutting-edge research, the beauty of our modern campus and the strength and diversity of our student body. These achievements position us well for further success. Yet, in order to assure our future, we need to work hard to communicate the entirety of the university in a compelling fashion. As higher education grows increasingly competitive, our message will be more important than ever.

This year we are unveiling a new “brand” campaign for Old Dominion University. Our brand will embody our identity and values, framing the way we give them expression and the way in which they are perceived. We have not selected a single tag line or slogan but, after many focus groups and considerations, we have summed up the way we define ourselves and our aspirations with these words: forward-focused thinking, real-world results.

These words constitute our “brand promise.” Our messaging will highlight the four main pillars of the Old Dominion brand: nationally recognized faculty; cutting-edge, collaborative research; a profoundly multicultural community that values individuality; and innovative and engaging teaching.

Each area of the university is reflected in these drivers. From creative-writing genius Sheri Reynolds, whose work has landed her on the “Oprah Winfrey Show,” to world-renowned composer Adolphus Hailstork, whose latest opera opened recently in Cincinnati; from Kent Carpenter, whose oceanographic research led to new legislation in the Philippines, to Daniel Sonenshine, Cynthia Jones and Anatoly Radyushkin, who were named Virginia Scientists of the year, Old Dominion faculty are recognized leaders in their fields, bringing real-world experience to the classroom.

One need look no further than the university’s leadership role in the Virginia Coastal Energy Research consortium to witness how our cutting-edge, collaborative research is aimed at solving today’s pressing issues while furthering knowledge of ourselves and our universe. Likewise, the work of the Virginia Modeling, Analysis and Simulation Center (VMASC), the School of Nursing’s Cultural Competency Research Program and the College of Business and Public Administration’s Economic Forecasting project, demonstrate our commitment to finding innovative solutions.

Walk on the campus and you will discover 163 nationalities, heritages and cultures represented and valued by faculty, students and staff. Old Dominion is a place where culture meets intellect, knowledge is tested by experience and ideas and understanding flourish.

At Old Dominion University, innovative and engaging teaching in modern learning environments, using creative delivery methods and the latest in technological developments, has led to 20 Virginia Outstanding Faculty Awards and three U.S. Professors of the Year.

The first elements of the new branding campaign include a fresh look and approach to our admissions materials. Under the campaign theme “Built for the Modern Mind,” this energetic and modern look is based upon research with university and high school students conducted by our marketing team. It highlights Old Dominion’s academic and research excellence, entrepreneurial outlook, modern architecture and cosmopolitan flair.

Over the next several months, the design will be integrated into all of the university’s communications and you’ll soon see advertisements, newsletters, annual reports and magazines that promote the Old Dominion University brand.

The success of this new campaign depends upon every member of the Old Dominion family, including our alumni. You are the finest example of the university’s excellence and, as such, act every day as ambassadors to carry this message to the larger community.

Thank you for your invaluable support in this effort to promote Old Dominion University.

– Roseann Runte
President