OSU's new logo

Oregon State University's new logo was inspired, officials said, by the state's flag and seal, as well as the university's seal. It highlights the beaver mascot, mountains and OSU's multiple campuses.

(Courtesy of OSU)

Oregon State University debuted a new logo, mission statement and branding campaign Monday designed to emphasize the Corvallis-based school's broad reach across the state and around the world.

The state's largest public university started the marketing effort two years ago with an audit of its brand by the higher education marketing firm Ologie. OSU paid the Ohio-based company $395,000 for the audit and branding work.

OSU also commissioned a new institutional logo, inspired by the university and state's official seals and the state flag. A beaver sits atop the logo, which features three stars to represent OSU's three campuses and Oregon being the 33rd state to join the union. Mountains signify the Cascade Range, a book represents knowledge, and other symbols highlight the land grant university's mission to study land, sea, sun and space.

The school paid the design firm, Pentagram, $85,000 for the logo.

The university said merchandise sales and the OSU Foundation covered the nearly $500,000 in project costs. No tuition dollars or state funds were used.

The new logo replaces the orange "OSU" logo created in 2003. The change does not apply to OSU athletics, which has twice rebranded the athletics logo in the past decade, most recently in 2013.

School leaders celebrated the new logo on campus in Corvallis.

"Establishing a refreshed visual identity with a powerful and cohesive look and feel was needed to represent the brand of the entire university," Steve Clark, OSU's vice president for marketing, said in a statement. "This branded logo portrays the promise and product of Oregon State: high-quality teaching, research and community engagement. It also portrays a personality of a university that indelibly serves Oregon and Oregonians with a statewide mission.

An explainer detailing Oregon State University's new logo.

OSU changed its mission statement as well, with a new emphasis on problem-solving and sustainability. Here's the new statement:

With steadfast determination, people from Oregon and around the globe gather to explore frontiers and to solve today's most pressing issues. Together, we innovate to deliver far-reaching solutions that guarantee the prosperity of our state and world, enriching the lives of all people. We transform students into leaders. We are unwavering and accountable because the world can count on us for a healthier, more sustainable future.

The university also shared a new marketing campaign called, "Out Here," with a polished video showing robots, researchers gathering specimens in a mountain range, and other far-flung locales.

Here's the video: