Co-President’s Message WE START THE NEW YEARwith a new look for the RAPS Sheet. Except that the look is not really new and it’s hardly original. The new design is based on the Portland State graphic identity standards, the latest iteration of which have been around for some years. Graphic identity standards provide a blueprint for consistency in the university’s printed and electronic publications. For example, a routine financial aid brochure should have the same graphic elements (logo, typeface, color) as a fancy invitation to the president’s house for afternoon tea. After all, since both the brochure and the invitation are from the same university, shouldn’t they look like they’re from the same university? If you think identity programs were dreamed up by a highly compensated marketing consultant while stirring a noontime martini, I understand completely. But identity programs are nothing more than outgrowths of identifying marks, which have been in use for centuries. Religions were early adopters. When you see a cross, what do you think of? Christianity. Star of David? Judaism. Crescent moon? Islam. It’s hard to deny the effectiveness of those identifying marks. Jump to the late 19th and early 20th centuries, and an identifying mark became a critical element of branding a business into the public consciousness. Many marks have hardly changed since they were first designed: Levi Strauss, Heinz, Shell Oil, and Ford Motors, among many others, have remained virtually untouched for more than 100 years. (And if you’re thinking that consistency is helpful in creating public awareness, you’re right.) By the post-war years, the mark—or logo—became the star of something called corporate identity, which encompassed everything from public relations goals to graphic identity standards—typefaces, page layout, approved colors and so forth. For a company fighting to survive in the marketplace, the hope was that corporate identity would give the company a consistent face that the public would come to recognize and trust. Apple, for example, is particularly good at presenting a consistent face. If you don’t believe me, walk into an Apple store, go to the Apple website, read an Apple print ad. You’ll see what I mean very quickly. While corporate America (and Europe and Asia) caught on to the value of a strong, consistent identity, higher education lagged behind. Way behind. Practically every box on every university’s organizational chart—whether a school, a department, or an administrative office—wanted its own identity, on the odd occasion when the subject came up at all. It was a sort of Wild West with ivy-covered walls and elbow patches. And it left most colleges presenting a confused and fractured identity to the public. Higher education began taming its Wild West a couple of decades back. The reasons varied from school to school, but fear of competition or a need to increase enrollment was often at the top of the list. Of course, the most unified of messages, the most striking graphic identity, the most dynamic advertising will not solve an institution’s fundamental problems. But they can increase a university’s chances to be heard, and thrive, in a crowded marketplace. So what does this have to do with RAPS? Our bylaws state that we “support the aims and objectives of the University.” We’re part of Portland State, and our publications should reflect that. Already, the RAPS website and our new membership brochure do. And now, so does the RAPS Sheet. —Doug Swanson Upcoming member events FEBRUARY (Thursday, Feb. 15) “An Extraordinary Pilgrimage: Camino Francés to Santiago de Compostela.” PowerPoint presentation by Jim and Joan Peck; 333 SMSU. MARCH (Thursday, March 15) Annual Spring Potluck, followed by “Behind the Scenes of Benjamin Britten's Comic Opera, Albert Herring.” Presentation by Christine Meadows and PSU opera students; 333 SMSU. APRIL (Monday, April 16) – note departure from Thursday pattern – President’s Luncheon, hosted by President Rahmat Shoureshi; SMSU Ballroom. MAY (Thursday, May 17) “The Importance of Norms: Trump vs the Press.” Presentation by Christopher Shortell, professor of political science and department chair, followed by Annual Ice Cream Social; 333 SMSU. 2
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