The University of Texas at San Antonio (UTSA) Alumni Association recently unveiled its branding initiative to better engage with our Roadrunner community. Before the rebrand, a focus group concluded that our branding consisted of a mash-up of various university and athletic marks that weren't identifiable or connected to the overarching UTSA brand. We had very little brand consistency, and we were not effectively telling the story of who we are to the world. It was time for us to distinguish ourselves with a fresh identity and revitalized vision. Through the process, we adopted the slogan “For the Long Run,” which is a play on the university’s motto, “Now and Forever, I am a Roadrunner,” and, of course, also a play on the words of our mascot, the Roadrunner. The goal of our alumni engagement efforts fits perfectly into this four-word sentence. Our job is to keep alumni connected to the friendships, passion, support, community, and fun... the rowdy of UTSA. The logo is vibrant, modern, and easily identifiable. It contains the main university mark for easy identification, but, through strong graphical elements and the heavy use of orange, it sets the alumni association apart from the university’s branding.
From the Judges
The successful rebranding of the UTSA Alumni Association was accomplished through collaboration with a brand agency, staff, and the Roadrunner community. By conducting surveys, focus groups, and interviews, the alumni association gained valuable insights into perceptions and attitudes. They managed a clean, well-prepared rebrand within budget, resulting in a resonant new identity that earned widespread acclaim. Additionally, their creative and original swag effectively engaged alumni, strengthening their connection to the association.
