The previous design was intricate and ornate, making it difficult to adapt for marketing materials and maintain visual clarity across various platforms. With its complexity, it struggled to convey the brand’s message effectively in smaller formats or on digital assets. Furthermore, following the growing distinction between Indiana University and Purdue University in Indianapolis, the organization needed a fresh, independent identity. A new logo was essential to ensure it stood apart from both institutions, reflecting its own unique mission and vision while establishing a strong, recognizable presence in the community.