NJIT Community
Robert A. Altenkirch
January 27, 2006
Branding Update

Those of us who are members of the NJIT community – faculty, staff, students and alumni – are well aware of NJIT’s importance to individual graduates as well as to the State of New Jersey. We know about the university’s century-long tradition of excellence in technological education and the value of an NJIT degree in the marketplace. We know about the cutting-edge applied research programs designed to turn new technologies into new industries. We know that NJIT leads the nation in efforts to ensure an inclusive technological workforce.

Unfortunately, not every citizen of New Jersey is as familiar with NJIT. Our own surveys tell us that NJIT’s academic programs are known and respected in the Newark metropolitan area, but that outside of northern New Jersey, the university is less well known. Beyond our state, the understanding of what we are and what we have to offer diminishes further. To add to the challenge, it has become increasingly more difficult to get the message out. Potential applicants, potential donors, and potential research partners are inundated with information from institutions across the nation, as colleges and universities employ a wide range of new tools such as email, websites, podcasts, blogs and web advertising in their efforts to reach key audiences. Competition is particularly fierce in the recruitment of the highly-motivated, academically-accomplished students who have the interest and aptitude to succeed at a technological university.

To help distinguish NJIT, we have, as you may know, launched a long-term effort to raise the visibility of the university and to define NJIT’s unique position as New Jersey’s preeminent science-and-technology-focused research university. The centerpiece of this effort is the NJIT brand, a new visual identity that symbolizes and communicates our spirit and attitude. You can see this in the banners around campus, applications in the recently-published President’s Annual Report, and in our advertising program.

More information and background on the university’s branding effort can be found in the “Branding FAQ” at In the next few weeks, University Communications, working with CN Communications to develop the NJIT brand, will post an identity manual along with graphic standards guidelines for the university community to use in implementing the brand identity in all of our print and electronic communications going forward. Please look for notification from University Communications when the manual is available online. If you have any questions about implementation, please contact University Communications.