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Rebranding Announced for new Purdue Fort Wayne

Written by: Communicator StaffNovember 18, 2017

By: Mikaela Conley

The campus of IPFW, soon Purdue Fort Wayne, will no longer be flooded with the colors of blue and white. Instead, the new PFW will take on Purdue’s colors of black and gold, according to a press release and email sent out to faculty, staff and students from Chancellor Ronald Elsenbaumer on Nov. 8.

“While there are several factors that played into this decision, the findings of the market research are clear: the Purdue University brand is known for academic quality and is recognized as being a quality brand locally, nationally and globally.  As a result, the brand equity of Purdue will serve to enhance and elevate perceptions of Purdue Fort Wayne,” the email said. “Yet we also know that our campus has its own personality and assets, unique from the main campus, that will be capitalized on and highlighted through our marketing and brand positioning statements.”

The decision is based on research done by SimpsonScarborough, a contracted company brought on by IPFW to assist with the rebranding process.

“The research included collecting qualitative and quantit-ative data, conducting communications audits, and reviewing secondary data to provide a thorough understanding of our current brand,” according to the email. “A brand implementation team comprised of university stakeholders has been engaged in the process and will be critical to the brand rollout.”

However, the announcement has received conflicting comments on IPFW’s Facebook page.

“I worked in athletics during the time when we worked so hard to get rid of the gold and red; again, just taking us backwards to no independence and a regional campus of Purdue!” said Marcia Tuttle, an IPFW staff member.

IPFW responded to some comments, saying, “ … The colors were one very tiny part of the branding study. The research returned almost 200 pages of data and information that will help us with the next steps toward building our new brand as Purdue Fort Wayne (pending HLC approval).”

The university also released a new admissions microsite for staff to use in recruiting students to apply for the fall 2018 semester: https://www.web.ipfw.edu/purdue/.

“What I can say, with confidence, is that the institution’s legacy is more about our people-our students, faculty, staff, alumni, and advocates. As such, you are critical to our future-your support is greatly needed during this time of transition, and I pledge to continue to earn it,” Elsenbaumer said.

*Check out our next issue for information from the admissions office.