The document discusses research conducted on student reactions to GW's new branding and logo. It outlines the research goals of understanding student perspectives, the impact of the redesign, and providing feedback to GW. Both qualitative and quantitative methods were used, including focus groups, interviews, and an online survey of 126 respondents. Findings from the survey show that most respondents disliked or strongly disliked the new logo, and there were no significant differences in opinions based on gender, status, or school affiliation.

1. New
GW
Branding
&
Logo
Gabbi
Baker,
Sean
Fago,
Mia
Geronemus,
Luke
Quimby,
and
Natalie
Stella
1

2. Topic
&
Research
Goals
• Topic:
New
GW
Logo
&
Branding
• Goals
• Understand
and
analyze
students’
reac<ons
to
the
redesign
• Find
out
the
impact
that
the
new
logo
will
have
on
the
university
&
its
percep<on
in
the
future
• Provide
GW
Not
for
Profit
with
our
research
and
aid
them
in
giving
students
a
voice
2

3. Qualita?ve
Approach
• Primary
– Focus
Group
– In-­‐Depth
Interviews
• Secondary
– News
Ar<cles
– Press
Releases
3

4. Quan?ta?ve
Research
• Online
Survey
– 24
Ques<ons
– 126
Respondents
– Open-­‐
&
Closed-­‐
Ended
4

5. Findings:
Gender
&
Opinions
Count
Gender
What
is
your
opinion
of
the
new
GW
branding
and
logo?
Female
Male
(blank)
Grand
Total
Strong
Like
1
2
3
Like
15
5
20
No
Opinion
14
10
1
25
Dislike
42
13
55
Strong
Dislike
17
6
23
Grand
Total
89
36
1
126
Count
Gender
What
is
your
opinion
of
the
new
GW
branding
and
logo?
Female
Male
(blank)
Grand
Total
Strong
Like
2.12
0.86
0.02
3.00
Like
14.13
5.71
0.16
20.00
No
Opinion
17.66
7.14
0.20
25.00
Dislike
38.85
15.71
0.44
55.00
Strong
Dislike
16.25
6.57
0.18
23.00
Grand
Total
89
36
1
126
p-­‐value
=
0.41
5

6. Findings:
Status
&
Opinions
Count
What
is
your
status
at
GW?
What
is
your
opinion
of
the
new
GW
branding
GW
Graduate
GW
GW
GW
Grand
and
logo?
GW
Alum
GW
Freshman
Student
Junior
Senior
Sophomore
Other
(blank)
Total
Strong
Like
1
2
3
Like
1
1
2
7
8
1
20
No
Opinion
2
1
4
15
2
1
25
Dislike
6
2
1
11
22
12
1
55
Strong
Dislike
4
2
1
4
9
2
1
23
Grand
Total
13
6
4
27
56
17
2
1
126
Count
What
is
your
status
at
GW?
What
is
your
opinion
of
the
new
GW
branding
GW
Graduate
GW
GW
GW
Grand
and
logo?
GW
Alum
GW
Freshman
Student
Junior
Senior
Sophomore
Other
(blank)
Total
Strong
Like
0.31
0.14
0.10
0.64
1.33
0.40
0.05
0.02
3
Like
2.06
0.95
0.63
4.29
8.89
2.70
0.32
0.16
20
No
Opinion
2.58
1.19
0.79
5.36
11.11
3.37
0.40
0.20
25
Dislike
5.67
2.62
1.75
11.79
24.44
7.42
0.87
0.44
55
Strong
Dislike
2.37
1.10
0.73
4.93
10.22
3.10
0.37
0.18
23
Grand
Total
13
6
4
27
56
17
2
1
126
p-­‐value
=
0.87
6

7. Findings:
Schools
&
Opinions
If
you
are
a
GW
student,
which
of
the
Count
following
schools
do
you
belong
to?
What
is
your
opinion
of
the
new
GW
branding
and
logo?
CCAS
ESIA
GWSB
SEAS
SPHHS
(blank)
Grand
Total
Strong
Like
1
1
1
3
Like
6
2
11
1
20
No
Opinion
13
2
7
3
25
Dislike
19
9
18
2
2
5
55
Strong
Dislike
7
7
6
1
2
23
Grand
Total
46
21
43
2
3
11
126
If
you
are
a
GW
student,
which
of
the
Count
following
schools
do
you
belong
to?
What
is
your
opinion
of
the
new
GW
branding
and
logo?
CCAS
ESIA
GWSB
SEAS
SPHHS
(blank)
Grand
Total
Strong
Like
1.10
0.50
1.02
0.05
0.07
0.26
3
Like
7.30
3.33
6.83
0.32
0.48
1.75
20
No
Opinion
9.13
4.17
8.53
0.40
0.60
2.18
25
Dislike
20.08
9.17
18.77
0.87
1.31
4.80
55
Strong
Dislike
8.40
3.83
7.85
0.37
0.55
2.01
23
Grand
Total
46
21
43
2
3
11
126
p-­‐value
=
0.87
7

8. Findings:
Aspects
of
Logo
Most
Disliked:
Simplicity
Portrait
of
George
Washington
Blocked
FormaXng
Portrait
of
George
Washington
impersonal,
inhuman
Color
Scheme
Most
Liked:
Font
Color
Scheme
0
10
20
30
40
50
60
70
Strong
Like
Like
No
Opinion
Dislike
Strong
Dislike
use
of
school
colors
8

9. Findings:
Money
Spent
13%
6%
36%
Less
than
$100,000
$100,000
-­‐
$250,000
$250,000
-­‐
$400,000
23%
More
than
$400,000
Other
22%
It
is
es?mated
that
over
$400,000
was
actually
spent.
9

10. Findings:
Townhall
Mee?ngs
No
Yes
0
20
40
60
80
75.4%
of
students
were
not
aware
that
townhall
mee?ngs
were
being
conducted.
10

11. Findings:
Involvement
I
was
not
interested
in
giving
input
9.5%
Fill
out
a
survey
for
feedback
69.8%
Submit
an
original
logo
design
21.4%
A_end
townhall
mee<ngs
31.0%
Be
a
vo<ng
member
on
the
rebranding
44.4%
commi_ee
11

12. Limita?ons
• We
had
all
nominal
data
in
our
online
survey,
so
our
analysis
was
limited
to
chi-­‐square
tes<ng.
• We
should
have
included
other
types
of
data,
such
as
interval
&
ra<o
data,
to
vary
the
ques<ons.
• Aaer
receiving
the
results,
we
realized
we
should
have
restructured
the
ques<ons
to
provide
be_er
data
&
analysis.
12

13. Recommenda?ons
• Unfeasible
to
redesign
logo
• Involve
students
in
research
and
development
of
large-­‐scale
university
projects
• Be_er
adver<se
opportuni<es
to
students
• Maintain
consistent
brand
image
over
<me
13

14. Thank
You
Gabbi
Baker,
Sean
Fago,
Mia
Geronemus,
Luke
Quimby,
and
Natalie
Stella
14