UT Institute of Agriculture Launches New Branding Campaign

There’s no mistaking the system colors of the University of Tennessee. Everywhere you look, there’s plenty of orange.

However, the UT Institute of Agriculture (UTIA) is adding new splashes of color to the landscape, along with redesigned logos for the Institute and its four units. All feature the orange “UT” system icon that is so widely recognized. In addition to the new theme colors, UTIA is adopting a new tagline that will serve as its branding promise: Real. Life. Solutions.

“We believe the Institute of Agriculture’s new logo and brand promise best represent our statewide presence in all 95 counties of Tennessee,” says UTIA Chancellor Larry Arrington. “Visual branding is important when telling the story of an organization, and our new look and message will help us better communicate our land-grant mission.”

UTIA’s new logo features the traditional orange with a slate font. UT Extension features a green or “pasture” color. UT AgResearch is represented by a dark blue known as “bluff.” The UT College of Agricultural Sciences and Natural Resources has a blue “azure” color, and the UT College of Veterinary Medicine features a gray “granite” color. The brand promise will be featured prominently on printed and electronic materials, and be a part of apparel and signage around Tennessee. Images of the new logos can be found on the UTIA Marketing website: ag.tennessee.edu/marketing

"Our brand promise speaks to what the faculty, staff, students, alumni and supporters do every day, and that is working to find answers to society's many challenges," says Lisa Stearns, vice chancellor for UTIA Marketing and Communications. "Providing real life solutions that make a positive impact in our state and beyond is our commitment."

The campaign was developed by UTIA’s Marketing and Communications unit over the past year. It included a statewide audit of printed and electronic materials, and consulting an expert to guide a discussion on branding architecture. In addition, the team worked with the UT System Marketing and Communications Office to make sure the direction in which UTIA was moving would help promote the UT brand.

The Institute will begin phasing in the new logos and brand promise immediately, and the goal is to have full implementation by the end of 2015 across Tennessee.

The UT Institute of Agriculture provides instruction, research and outreach through the UT College of Agricultural Sciences and Natural Resources, the UT College of Veterinary Medicine, UT AgResearch, including its system of 10 research and education centers, and UT Extension offices in every county in the state.

Source: UTIA

The Power of the Past

If you grow up in the working class, neither love nor money can trump your blue-collar roots, a Duke sociologist has found.

Her study of couples from different social classes suggests that those who “marry up” still make life decisions based on their upbringing.

                             Cover of Streib book by Eric Ferreri, Duke News & Communications
                          Sociologist Jessi Streib’s book “The Past” is about class structure in marriages.

“Your social class never goes away,” says Jessi Streib, an assistant professor of sociology whose findings are revealed in her new book: The Power of the Past: Understanding Cross-Class Marriages. “It stays with you in terms of how you live your life. The class you’re born into sticks with you and shapes you, even when you marry into more money and a far more financially secure life.”

Streib’s findings derive from interviews she conducted with white, heterosexual Midwestern couples. She interviewed 32 couples in which one spouse came from a working class background, the other from the middle class. For comparison, she also interviewed 10 couples in which both spouses grew up in the middle class.

Streib defines working class as people raised by parents with high school educations; the middle class subjects were raised by college-educated parents.

Her findings run contrary to the notion held by many scholars that strivers can outrun a difficult childhood by getting a college degree and good-paying middle-class job.

While the findings suggest that a middle class upbringing isn’t required to excel in the American workplace, those upwardly mobile people from working class roots may still miss out on opportunities if they can’t or don’t subscribe to the unspoken norms of middle class culture, Streib notes.

Streib found that couples from different classes held onto their own, firmly-rooted beliefs regarding money and parenting, often negotiating fervently with each other over the proper amount of career planning and nurturing of children. Should children be left to grow and discover on their own, or should goals and schedules be set for them?

“Those are the sorts of tiny battles cross-class couples have all the time,” Streib said. “These are not insurmountable obstacles, but they are certainly common and consistent.”

Source: Duke Univesity