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Office of Communications and Marketing
Member, Texas Tech University System The Princeton Review - 373 Best Colleges, 2011 Edition

June 2007

Release Date: June 19, 2007

Familiar Logo, New Tagline Adopted by ASU

After receiving input from Angelo State University students, faculty, staff and alumni, ASU President Joseph C. Rallo announced a new university logo with a familiar look and a new tagline with a look to the future as ASU prepares to become part of the Texas Tech University System, effective Sept. 1.

The athletic logo, adopted in 2002 and incorporating a stylized “ram’s head” in the letters “ASU,” will now become the logo for the university as well. The athletic logo will replace “The Flaming A,” which has been used for the past decade, as the mark for ASU.

The tagline “Touching Tomorrow” will now be used by ASU in its various recruiting and marketing materials, replacing “Genuine Education.”

Decisions for the new logo and tagline were made after an on-line survey of ASU students, faculty and staff. Options were also reviewed by the board of the ASU Alumni Association.

“For the logo,” Dr. Rallo said, “the clear cut choice was the current athletic logo.”

Of the seven options submitted in the survey that asked participants to rank their top three choices, the athletic logo received 70 percent of all first-place votes. It was listed among the top three choices of 89 percent of the respondents. Too, the athletic logo incorporated into the design, as did the other six options, the letters ASU, which the admissions staff felt was crucial in the university’s recruiting effort.

“The tagline was more difficult,” Rallo said, “because no overwhelming favorite emerged among the eight options. Throughout the process ‘Touching Tomorrow’ appeared to me as an effective tagline.”

Rallo said he thought the double Ts in the tagline provided “subtle acknowledgement of our new affiliation with the Texas Tech University System in a succinct, powerful message.” He said he was convinced the tagline was appropriate after an alumnus who lives along the I-35 corridor wrote “Touching Tomorrow is short but eloquent and delivers a good message for a part of the country perceived to be a captive of its past.”

“I believe,” said Rallo, “that this explanation nicely captures the challenges we face in West Texas, even as we transition to the opportunities inherent in the alignment with the Texas Tech University System.”

With the selection of the logo and tagline, Rallo has instructed the university’s Communications and Marketing Office to move forward in incorporating them into new publications and stationery and to work with Information Technology to redesign the ASU web site.

The goal is for the university to be ready to make a seamless switch to the new look on Sept. 1 when the transition to the Texas Tech University System goes into effect.

ASU’s athletic logo was adopted in 2002 to provide a single emblem to represent both men’s and women’s athletics. Since then it has become a popular symbol among Angelo State backers and the primary logo used on ASU merchandise. The logo was designed by Michael Martin, director of graphics in ASU’s Communications and Marketing Office.