Kansas University officials wanting to spruce up KU’s visual image have hired an Oregon firm to help in their efforts.

LandreyMorrow, based in Portland, Ore., has been charged with developing a new logo or logos to represent KU, as well as establishing standards for how the university uses its images.

“Our goal will be to create a toolbox that allows you creative freedom if you’re a designer, but at the same time creates a consistent look and feel for the university,” said Bruce Landrey, the company’s chief executive officer.

KU will pay the firm $88,900. Lynn Bretz, university relations director, said the money would come from private funds.

LandreyMorrow’s previous clients include the University of Oregon, Notre Dame and ESPN.

The company’s hiring was announced at a town-hall meeting Thursday at the Kansas Union. About 30 people attended.

The meeting focused on the university’s “integrated marketing campaign,” which, in addition to visual identity, includes goals of increasing state funding, creating a better recruiting strategy and improving the university’s image.

A survey recently showed that people affiliated with KU find the Jayhawk “fun” and the university seal “traditional.” David Johnston, director of marketing, said one of LandreyMorrow’s goals would be to create an image or images that “fill the void” between the two ends of the spectrum.

The entire “toolbox” — which will include logos and guidelines for when to use them — should be completed by the end of spring semester, Johnston said.

Landrey and a project manager are in Lawrence this week to gather information about the university.

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