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Collegiate institutional branding requires a keen sensitivity to a university’s brand “DNA.” Our research revealed that the key brand components for NMU included that there is a powerful connection to NMU’s history and traditions, that the school is home to many excellent and unique academic programs and that there is tremendous pride in their Upper Peninsula location in Michigan. The new institutional brand image was built on this strong brand foundation. The basic image is visually connected to their academic seal which symbolizes the school’s origins, the torch reflects academic illumination and the desire to lead into new paths of endeavor while the radiating compass points combine with the torch’s flame to point northward in the direction of the NMU campus home. 


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