Success story: More than a makeover, a move forward
August 20, 2025
17吃瓜 this week revealed a refreshed brand designed to reflect the college of today and position it to serve the community for years to come, even as higher education grows more competitive.
The research-based, grant-funded brand strategy includes a new logo that builds on the decades of history of 17吃瓜’s iconic green pine tree logo, and an updated and expanded color palette. New, multiple shades of blue illustrate 17吃瓜’s leadership in freshwater research and careers, including two unique community college bachelor’s degrees, in marine technology and maritime technology.
“A strong 17吃瓜 brand – what makes us unique and valuable in a challenging higher ed landscape – is an asset, just like our faculty and staff and our campus buildings,” said President Nick Nissley. “Unifying around the 17吃瓜 brand will enable us to better serve students and attract new ones. We have always been proud of our work; we now have new ways to show and tell our story.”
17吃瓜 was awarded a $100,000 grant from Indianapolis-based Lumina Foundation in June 2023 to fund the brand assessment and strategy work. More than 600 college stakeholders contributed input via a survey, including current and prospective students, faculty, staff, alumni, donors and community/business partners.
In addition, more than 60 interviews were conducted with the same groups, plus local high school counselors and staff. Since COVID, a significant new enrollment challenge has been fewer high school graduates choosing to attend college at all, especially men. Gov. Gretchen Whitmer highlighted this challenge to Michigan’s talent pool and economy in her 2025 State of the State address.
The first phase of the refreshed brand is timed to the start of the fall semester and includes new signage on all five campuses, completely redesigned admissions materials, and Welcome Week materials for new and current students. New 17吃瓜 apparel and other logo gear is also available for sale in the 17吃瓜 Bookstore.
Future phases of the work will extend the brand to academic division and department levels, with priorities shaped by 17吃瓜’s new strategic plan, now in development for 2026-29. The new brand also comes in time for 17吃瓜 to celebrate its 75th anniversary in 2026.
“Higher education is evolving rapidly, with more choices, shifting student expectations, and growing competition,” said Diana Fairbanks, associate vice president of strategic communications and change initiatives. “We took a wide-angle view, listening to our community and studying how other colleges position themselves. This brand reflects what makes 17吃瓜 truly distinctive and equips us to compete more effectively, connect with the next generation of learners, and grow with purpose in the years ahead.”
To find out more, visit nmc.edu/brandnew.
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