By Dr. J.D. Rottweiler
Cochise College recently earned first and third prizes for logo design at the regional conference of the National Council for Marketing and Public Relations. NCMPR, as it is known, is a national organization of community college communications professionals. The images that earned prizes in the category included the college’s 50th anniversary and Cochise Community Creative Writing Celebration logos, both designed in-house by a member of the Marketing and Creative Services team.
From top: the seal, the logo, the athletics logo, and the 50th anniversary logo.
Most of us don’t think much about logos, but they’re key in reinforcing an organization’s identity. How hard would it be to recognize Target, Nike or Coca-Cola if they suddenly changed their brand images?
Though it wasn’t planned this way, the college’s 50th anniversary logo somewhat resembles the logos that were used for the 40th and 25th anniversaries. Each uses similarly eye-catching numbers; years of operation in a smaller, clean font; and the institution name in block lettering. The 50th image has reproduced well on everything from street banners and stationery to stick pins and shirts.
It’s quite different from the original college logo, which was designed by the late Ray Levra, one of the original faculty members who taught in the Art Department. That image featured a sun shining on angular mountains and a torch of learning, as well as the words Cochise College, Arizona, all contained within a circle. It reflected Arizona’s geography and captured the significance of higher education but also listed the year 1962. That is the year Cochise County voted to approve $1.6 million worth of college bonds, and also was the year of the first elected, rather than appointed, Governing Board. It was also two years before the college opened. Based on historical anniversary observations, the college chose to celebrate its 50th in 2014, rather than in 2012, so the year 1962 always requires an explanation.
Today, the college considers that original logo its seal, and it is still used on very formal Cochise College documents, such as the commencement program. But as one staffer pointed out, the image may work well as a governmental seal but isn’t likely to stand out as a recognizable logo for marketing purposes.
That is part of the reason why, in the 1990s, the college implemented its current logo – a round, red C within a C, accompanied by the college name in block lettering. That undertaking was extensive, as anyone who’s gone about the work of implementing a new logo design knows; signage, business cards, letterhead, apparel, and a myriad of printed and online materials all contain the logo. According to individuals who worked in college marketing then, the thinking at the time was to find an option with which students could identify. A former college designer crafted several options, and additional selections were accepted for consideration. All were put before the college community for comment.
Ultimately, the college selected the contemporary image it continues to use today. Its benefits? It is simple, direct, recognizable and easy to reproduce, with no small details that get lost in smaller sizes. It provides a recognizable identity that wouldn’t necessarily be beneficial to change. It compares well to other community college logos. And, the double “C,” which isn’t always noticeable at first, replicates the aspect of discovery inherent in education. There is also a version for Cochise College athletics that includes a double “C” in a format reminiscent of the Nike logo, which to some conveys action.
Not every logo enjoys a timeless image, but the Cochise College logo is a reflection of our brand and has served the college well for more than two decades.
J.D. Rottweiler is president of Cochise College. Contact him at jdr@cochise.edu.