Bryn Mawr College

Our exploration of Bryn Mawr’s positioning began with one of its most iconic features: its recognizable wordmark and deeply historic seal. Both held significant recognizability and ownability for the brand, but lacked usability in modern applications. Our team conducted a logo evolution (not a revolution) to usher these iconic pieces into a new era; one that is scalable, legible, and digital-friendly for Bryn Mawr’s next 140 years.

The Insight

Bryn Mawr must embrace what is authentic to its internal audience while also evolving to meet the needs and expectations of prospective students.

 
While Bryn Mawr’s prospects perceived the College as academically excellent, many were hesitant about attending a women’s college and feared they wouldn’t fit in. At the same time, internal audiences craved reconnection, from students to alumnae/i—ready for a fresh way to honor Bryn Mawr’s heritage and lead the way into the future.
 
Our research revealed that Bryn Mawr’s right-fit students are out there, and they’re seeking Bryn Mawr to demonstrate what kind of institution it is beyond the traditional definition of a women’s college.

The Solution

Along with a solid brand positioning and logo evolution, we developed a brand platform that highlighted the value of a Bryn Mawr education and showcased the institution as a place for intellectual rigor and non-conformist thinkers who relish challenging intellectual inquiry.

The modern creative expression of this platform highlights Bryn Mawr’s academic rigor and intellectual impact, appealing to a diverse and dynamic student body. The new look and feel were designed to resonate with different audiences—prospective students, faculty, donors, and alumnae/i —modernizing their appearance while staying true to their traditional past. This promise can be felt within all of Bryn Mawr’s new messaging, transforming strategic insight into a resonant creative experience that aligns current students’ realities with prospective students’ hopes and expectations. 

The brand promise built organically on a phrase also familiar and fundamental to the Bryn Mawr experience: veritatem dilexi. The Latin phrase, often translated as ‘I delight in truth’, has been a part of Bryn Mawr’s identity since its inception. Transformed into a call to action, this phrase now acts as Bryn Mawr’s promise and call to its students. 

The Results

Bryn Mawr’s refreshed brand positions the College confidently in the marketplace, speaking authentically to its values while attracting a diverse, dynamic student body.

The modern creative expression brings this vision to life through updated admissions materials and a redesigned website that highlights the College’s academic strengths and values.