Texas Tech University has adopted a new wordmark in its revised visual identity guidelines. This makeover implemented roughly twenty years ago, aims to modernize the university’s logo to align with contemporary communication and technology advancements.
The new wordmark captures the essence of the institution and is designed to be used alongside the recognizable Double T emblem. The university’s visual identity represents its values, goals, and commitment to excellence beyond just a logo or color palette.
The redesigned wordmark balances a contemporary collegiate image with the school’s rich history and legacy. Inspired by the Double T, the letterform design creates a cohesive and instantly recognizable image that strongly supports the university’s brand.
The updated branding highlights the university’s cutting-edge research, academic achievements, and ongoing growth. It ensures consistency across all departments and colleges while maintaining a flexible yet uniform appearance. Despite changes to the wordmark, the iconic Double T logo remains unchanged.
When creating the new wordmark, the design team focused on key features such as the shape, color, and placement of the letterforms. The sharp, bold letters reflect the tenacity and grit associated with the institution. Staying true to the original hues, the color scheme ensures a smooth transition from the previous branding to the current one.
The new wordmark’s modern font and clean lines make it instantly recognizable and adaptable to various applications. The letter spacing and alignment are carefully designed to maintain a harmonious and balanced appearance. This meticulous attention to detail ensures the new wordmark is distinctive while honoring the university’s heritage.
The revised visual identity system also includes print and digital media usage guidelines. These guidelines ensure the new wordmark is displayed accurately and consistently across all communications by providing specific color usage, font, and positioning instructions.
Extensive thought and research created a new visual identity that reflects the institution’s dedication to excellence. The process involved collaboration with various stakeholders, including staff, students, and alumni, to ensure the new branding accurately reflects the university’s goals and objectives.
