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ODU Unveils New Tagline

Idea Fusion.

Old Dominion University President John R. Broderick unveiled the university's new tagline at Wednesday's State of the University address, highlighting it within a cinematic video that touts ODU's innovative research and researchers who are working to solve real-world problems.

"Idea Fusion encapsulates the heart and soul of Old Dominion University," noted Broderick. "In just two words, it conveys the university's partnerships, cross-disciplinary collaborations, entrepreneurial spirit and multi-cultural community, and the way these many facets of ODU fuse together to create knowledge, solutions, understanding and, ultimately, a better world."

The tagline is the latest element in Old Dominion's branding initiative, which began in 2006. It will be used as a closing thought or idea in marketing materials, along with the university's logo, according to Jennifer Mullen, assistant vice president for marketing and communications.

"At its best, a tagline is an intriguing shorthand of the university's message and its personality," Mullen said. "This tagline tells our audiences that we are youthful, entrepreneurial, collaborative, and different. It is a fresh way of talking about our innovative character."

"Idea Fusion" was selected by a creative group consisting of members of the university's marketing office, Vice President of Development Alonzo Brandon, College of Business and Public Administration Dean Nancy Bagranoff, Associate Vice President for Enrollment Management Alice McAdory, and consultants from Educational Marketing Group. The team considered more than 500 possibilities, before narrowing down to "Idea Fusion." Each potential tagline was screened for its brand compatibility, memorability and uniqueness, ability to support the university's strategic plan, and ability to motivate and resonate with all of the university's many constituents.

The university is in the process of trademarking the words and will combine it with a refreshed logo in the coming weeks.

This article was posted on: August 26, 2009

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http://www.odu.edu/news

Old Dominion University is an equal opportunity, affirmative action institution.