THE ATENEO seal has been a ubiquitous part of the campus, appearing on everything—from merchandise to letterheads used in school offices.

One of these offices, however, is saying that not everyone has been using the same seal properly.

The University Communication and Public Relations Office (UCPRO) is working with local marketing firm Design Systemat to standardize the Ateneo seal as part of a rebranding campaign. UCPRO Director Sonia Araneta cited identity and respect for the school emblem as driving forces behind the project.

“There’s a lot of history, a lot of value to that seal, and I think it’s time we realize that we cannot take it for granted,” she said. “We cannot use it indiscriminately, because this is what defines the Ateneo.”

The ongoing project has a six-month timeframe before its implementation.

Process

As of press time, the rebranding team has collected all documents with the seal on it and is currently in the process of drafting versions of the proposed standardized logo.

“We have actually put the seal on a grid to measure it, to standardize all of the letters in size…there is a science and an order that we must conform to,” she said. Considerations for the seal include the colors and typefaces to be used, as well as the official grayscale and sepia versions of the Seal.

During the drafting process, the team will consult with various sectors of the Ateneo community, such as the Sanggunian, Council of Organizations of the Ateneo (COA) and other university stakeholders. There will also be deliberations on how and where the seal may be used. A final design will be approved, along with regulations for its use. The last step will be to codify these in a manual with precise specifications. This manual will be sent to all units.

Araneta calls the seal a “non-negotiable image,” which means that there are specific rules for its creative usage. For instance, text or images cannot be placed on top of it, nor can it be shown at an angle. The seal must also be shown and used in its entirety. Enforcement will depend largely on the offices’ self-regulation.

Although the project focuses on the standardization of the school seal, Araneta said other symbols, the name “Ateneo” and the Blue Eagle might be up for consideration as well.

Impact

Loyola Schools Bookstore Director William Mallari meanwhile said that while he fully supports the project, there is the question of current stocks of merchandise that need to be addressed. The bookstore sells items that sport the Ateneo brand, which—in accordance to the proposed rules—would fall squarely under the prohibitions.

Mallari said that they had already informed the bookstore’s partner businesses, such as GetBlued and Blue Crew, of the project shortly after it began.

But he added that some images might be subject to artistic license. He says this would give room for student’s freedom of expression and for student entrepreneurs who would like to use Ateneo designs in their products. “Let’s not inhibit the students’ freedom of expression,” he said.

Student response

Since the rebranding has yet to be fully implemented, most Ateneans are not aware of the project. COA President Kenneth Abante said in an interview that he has not heard of such a project.

Meanwhile, Information Design seniors Benjamin Abesamis and Jan Michael Co both expressed support for a standardized Ateneo seal.

“It is inefficient to assign a single institution that will monitor and filter every time the logo will be used. There must be a self-sustaining system or guideline that will tell designers or the appropriated logo users how to manage the logo,” Abesamis said. “Basically, I believe that it’s about time that Ateneo’s logo be standardized for a clearer sense of identity.”

“I would say it is better to standardize the logo for the Ateneo. As part of our lessons in branding, two of the main components are consistency and longevity,” Co added.

GetBlued, one of the proprietors who sell products emblazoned with the Ateneo symbols, said in an email interview that they will abide with whatever rules the school decides on. “We are in favor of it. And once the implementing rules and guidelines are out, we will follow,” GetBlued owner Kirk Chester Damasco (BS Mgt ’08) said.

With reports from Henry I. Oh