Whitworth logo #throwback to 1973

by Meghan Laakso|Staff Writer

With the recent logo change and the mixed feelings that came along with it, one might wonder what Whitworth’s past logos looked like.

After digging deep into the archives and researching the early days of Whitworth, it was discovered that Whitworth did not have a logo until 1973.

“There was not a standard way that institutions of higher education presented themselves back then,” library archivist Janet Hauck said. “I do know that it was not standard for schools to have a mascot until the late 1920s. So it does not surprise me that the concept of a logo was not around until the [19]70s.”

Whitworth has been a school known for it’s dedication to servicing both the mind and heart of students and faculty, according to Whitworth’s website. However, when looking at the identity of Whitworth many factors come into play such as the school logo.

In 1973, Whitworth adopted a then-modern logo to represent the school. The lettering creates a clean-cut yet muddled vibe, mirroring the culture of the 1970s.

A cross is identifiable between the H and I of Whitworth. At the time, Whitworth’s president was Edward B. Lindaman and, according to Whitworth’s history, Lindaman held futuristic ambitions when it came to the school’s advancement.

This logo stuck around up until the 1989- 1990 school year which marked Whitworth’s 100-year anniversary, when a new logo was created.

The logo of layered flags came in different colors. Some versions of the logo had each flag the same color while others had the flags a variety of shades and hues.

The logo was found on the front of every commencement program and hung from the campus lamp posts for a decade.

In 1999, Whitworth decided to change the logo to an image similar to the school’s seal except with a torch blazingin the center.

This logo strived to representthe idea of mind and heart, Whitworth’s mission statement. The book stood for knowledge and the torch for passion—both things strongly encouraged by Whitworth faculty.

2016 is the first year of another new logo.

Using a simple image, the logo provides both a “W” and “U” by tilting each rectangle a different way. In the press release about the new logo, the three verticals were defined as the Trinity as well as the pine trees that inhabit Whitworth’s campus.

The minimalism of the new logo seemed to anger and confuse many people.

Freshman Meghan Maleng said she doesn’t understand how the logo could represent Whitworth.

“When I look at the new logo I do not think ‘That is Whitworth!’ right away,” Maleng said. “To anyone that isn’t familiar with our school, it wouldn’t make sense with just one look.”

However, the simple nature of the now logo design attracted the eye of Hauck.

“I really like it and I immediately recognized what it was,” Hauck said. “It makes sense to me that we’ve talked about being able to scale a logo to electronic devices and websites. I am in favor.”

Despite the current mixed feelings surrounding the new logo, Whitworth’s current president, Beck Taylor released a newsletter where   he addressed that issue.

“Logos can’t carry all the responsibility of communicating explicitly the other institutional values and priorities embedded within the larger brand,” Taylor said. “But Whitworth’s underlying values, principles and mission will stay.”