Some students fit in. Wesleyan students stand out.

It’s never been harder for students to get into college or harder for colleges to win them over. Wesleyan University was feeling that pressure, not just from competing with the country’s most elite institutions—it was also facing growing skepticism about the value of a liberal arts education. 

When Wesleyan approached us to rebrand the university, we knew we had to go deeper than just a new look. We had to clarify what truly sets Wesleyan apart. So, we listened to students, alumni, faculty, trustees, and staff. 

We learned that Wesleyan is a truly elite university with a rebellious streak. Which meant we needed to attract a particular kind of student: one accomplished enough to get into an Ivy League school but brave enough to choose Wesleyan.

Our advice: An institution claiming to be for the brave must be brave itself.  

So we took their 150-year-old logo icon and blew it apart, transforming the university’s crest into a frame that spotlights students who challenge the status quo, embrace complexity, and push forward with creativity and conviction. 

The result is a modern identity and confident voice that positions Wesleyan as a home for the curious and the courageous. Where students don’t follow paths, they forge them.