To the editor:

It’s easy to understand how people might be mystified at spending so much time and money on a visual identity exercise only to arrive at four ways of using the letters “K” and “U” in blue.

But as you’d expect, there is an explanation, which is important for the KU community to be aware of as we move forward.

To halt the plethora of logos on all KU campuses, we began a quest for a mark that would complement – not replace – the Jayhawk and the university seal. We developed a standard for the new logo: It must signify KU’s tradition and academic rigor, unify our various schools and campuses and possess staying power.

On the advice of expert alumni in the field, we hired a well-regarded outside design firm and paid them with private funds. Together we interviewed stakeholders from all campuses, analyzed competitors, conducted focus groups and explored archives. We also reviewed hundreds of designs, including symbols rooted in Kansas, traditional academic icons and campus landmarks – single K’s, flags, shields, columns, campaniles, sunflowers, hills, wheat stalks and more, in renderings from modern to classic.

Analysis and feedback led us to a discrete, proactive decision to focus on symbols using the letters “KU.” Why? These letters not only meet our requirements better than alternatives but also represent who we are for people across the country.

Again, we invite everyone to join the 4,000 people who’ve already voiced their opinions on the four “KU’s” at www.ur.ku.edu/marketing.

David Johnson,

KU director of marketing