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Professional and Organizational Development
Network in Higher EducationThere was no doubt in Haugnes’s mind that the POD
Network needed to pay some attention to its brand. To her
eye, the existing logo was unsophisticated and not really
reflective of the organization’s professionalism. She had
anecdotal evidence that others felt the same way, too. At
international conferences, she says, “a lot of people were
getting self-conscious about the brand.” Haugnes knew
that the network needed a look that was more modern,
more cohesive, and cleaner. Surprisingly, she says, others
in the organization didn’t display any particular emotional
attachment to the existing logo, so she initiated the process
of a brand refresh.
Initially, she contacted an organization based in New
York that was known for doing design work with non-
profits. They put together a “really nice” package, Haugnes
says, but it was way more expensive than the network’s
funds would allow. So Haugnes next turned to a creative
strategist to help the network prioritize what it needed in
terms of an identity. The strategist interviewed several POD
members and suggested that rather than undertaking a
whole identity project, the organization should start with a
new logo and other smaller initiatives.
With that roadmap in hand, Haugnes set out to find
a designer. A mutual friend, a copywriter, suggested she
solicit a bid from Susan LeGrande, a designer the copywriter
had worked with before. Haugnes presented that bid and
two others to the network’s Board of Directors, and they
chose LeGrande.
Haugnes told LeGrande that the organization wanted
a logo that would give the impression of being approach-
able and inviting, not some distant ivory-tower academic
organization. “Being welcoming is something the network
prides itself on” and is among its core values, Haugnes says.The Professional and Organizational Development (POD) Network in Higher Education is devoted to improving teaching and learning in higher education.
Founded in 1976, POD provides its members with personal and academic relationships that are essential for professional growth.
Central to POD’s philosophy is lifelong, holistic, personal, and professional learning, growth, and change for the higher education community. The three purposes
of POD are to: (1) Provide support and services for its members through publications, conferences, consulting, and networking; (2) offer services and resources to others
interested in educational development; and (3) fulfill an advocacy role, seeking to inform and persuade educational leaders of the value of educational development in
the institutions of higher education.about the client
Website before the new logo“Surprisingly, she [Haugnes]
says, others in the organization
didn’t display any particular
emotional attachment to the
existing logo, so she initiated
the process of a brand refresh.”the problem