Top 3 Key Insights from GVSU’s Exciting University-Wide Rebranding Campaign

Grand Valley State University (GVSU) is shaking things up with a fresh rebranding for the 2025-26 academic year. This initiative focuses on renaming campuses, introducing a new tagline, and refreshing the visual identity.

So far, there hasn’t been much fanfare, just a brief announcement from the university. But you can see the changes starting to pop up around campus. GVSU leaders aim to highlight the distinct vibes of its two campuses: the “valley campus” in Allendale and the “city campus” in downtown Grand Rapids.

Let’s break down the key changes:

1. New Campus Names
   The main campus, formerly known as “Allendale campus,” is now the “valley campus.” This renaming intends to shed the old “college in the cornfield” image. It reflects GVSU’s role as an academic and social hub. On the other hand, the downtown sites will be known collectively as the “city campus,” presenting them as a gateway to real-world opportunities in Michigan’s second-largest city.

   GVSU President Philomena Mantella explained that by emphasizing these distinct environments, the university can showcase a broader range of experiences for students. While building names will remain unchanged, this new branding aims to define what each campus offers.

2. The New Tagline and Logo
   GVSU has also introduced a catchy new tagline: “Turning what if into what is.” This phrase draws inspiration from the university’s first president, James Zumberge, who spoke about transforming a cornfield into a thriving college. The tagline reflects GVSU’s commitment to turning potential into tangible achievements for students and the community.

   Along with the tagline, the university has updated its logo. The new look features bolder fonts and an expanded color palette that includes new shades like brick orange and teal, alongside traditional blue and black.

3. A Thoughtful Approach
   This rebranding isn’t just a haphazard move. It follows two years of research, including surveys of students, faculty, and community members. Mantella emphasized that the project is modest in scope and cost. The changes are more about refreshing existing materials rather than a costly redesign.

   As GVSU moves forward, they plan to incorporate the new branding into various marketing materials, ensuring that students feel welcomed to both the valley and the city.

This rebranding effort comes as GVSU celebrates 65 years since its founding in 1960. While they haven’t released enrollment figures yet for the upcoming year, last year saw 22,011 students enrolling, showing a slight dip from previous numbers.

Overall, GVSU’s rebrand offers a renewed sense of identity, aiming to enrich student experiences and lower barriers to understanding what the university offers. It will be exciting to see how these changes unfold in the academic year ahead. For more details, you can visit GVSU’s official website.

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