Don Akchin

Good branding is hard. Universities are a hard place to get definitive action of any kind. By launching a new brand for all its arts and humanities programs – developed with in-house staff and faculty consensus – UMBC has achieved the near-miraculous. (Full disclosure: I am married to UMBC’s head of marketing and communications. ) The three-word tagline (think-create-engage) will appear on all future advertising, posters, and online notices for events in dance, art, theatre, music, and other programs of the College of Arts, Humanities and Social Sciences.  While the new Performing Arts and Humanities Building is under construction, the branding also gets prominent display on campus as the decorative motif for the construction fence surrounding the building site. Congratulations to a talented bunch.