The oldest university in the land looks to refresh its identity to remain at the forefront of collegiate esteem.

With the goal of standing apart in the confusing world of collegiate experience, the University of Pennsylvania engaged SME to introduce a new brand positioning: The Forward Looking Ivy. The new positioning guided an update to the university’s brand and points the organization forward while strengthening traditional visual equities, such as the venerable split "P" and the Red and Blue from Old Glory.