A New Look for a New Era

Fairleigh Dickinson has introduced a visual identity to complement its new mission on global education.

“The new identity more clearly defines the University’s image and reflects both our historical roots and our forward-looking vision,” said President J. Michael Adams.

The new look uses the full University name; the colors historically associated with the University, burgundy and blue; and a shield that symbolizes the multicampus nature of the institution and includes the founder’s motto, Fortiter et Suaviter. The typeface, Centaur, features bold and classic letters that represent tradition and innovation.

“I’ve said all along that the foundation of our future lies in keeping faith with our past,” Adams added. “In providing a global education, we are building on a legacy established by Peter Sammartino [the University’s founder and first president] and nurtured by countless dedicated employees since. This identity well reflects the proud tradition we are upholding and the bold vision we are pursuing.”

The emblem on the shield was designed by the late Loyd Haberly, distinguished professor of emeritus of English. The roses at the top designate the Florham-Madison Campus; Madison is often called “The Rose City.” The battlemented band across the shield is the Castle on the former Rutherford Campus, the site of the University’s founding. And the swan is a riverine symbol for the Teaneck-Hackensack Campus. FDU founders Peter and Sylvia Sammartino presented the campus with a pair of swans.

The motto, Fortiter et Suaviter, while subject to varying translations including “Patience and Fortitude,” was translated by Sammartino as “Bravely and Pleasurably.”

To emphasize the University’s longstanding commitment to global education and its new mission, the words, “The Leader In Global Education,” often will be used in conjunction with the new identity.

The identity was created through the efforts of a committee representing faculty, students, alumni, trustees and staff. In April, the committee began working with the firm, David Ashton and Associates, of Baltimore, Md., which has extensive experience developing identity programs for corporate and nonprofit clients.

The committee worked with the firm’s vice president, Will Linthicum, to set up interviews with faculty, students, alumni, trustees and staff on both campuses.

From those meetings, the committee developed an institutional profile that included perceptions of Fairleigh Dickinson by the University community. Among other things, the profile noted that “FDU is youthful, ambitious, innovative and enterprising. We are the community of the future. Our diverse mix of cultures and international focus creates a global exchange of ideas that prepares students for the real world.”

Following the research, designers from the firm began to assemble images that would represent a picture of that profile. Dozens of typefaces and hundreds of images were reviewed until the current identity was universally accepted by the committee and presented to the president.

The new look was formally unveiled at President Adams’ inauguration on September 27. “I want to thank all those who participated on the committee and all those who gave their input during the process,” Adams said. “The final product reflects the work of the entire community.”

Signs of Change

Following the introduction of the new University visual identity this September, signs on the Florham-Madison and Teaneck-Hackensack campuses are being updated to reflect the new look.

The first new signs to appear were the welcome signs at the campus entrances. Later in the fall and winter, internal campus directional signs as well as four-color campus maps will be erected.

The full project will be completed by June 30, 2001, according to Art Petrosemolo, associate vice president of communications and marketing, or sooner if the winter weather is mild enough for sign installation.

The project is funded by the recent New Jersey state grant from the Higher Education Capital Improvement Fund.

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