"If you think about Georgia Tech, you think about the Ramblin’ Wreck, you think about the Yellow Jackets, you think about the tower. You think about lots of different things," said Joseph P. Irwin, president of the Alumni Association. "Over the years, the Alumni Association has been affiliated with the Ramblin’ Wreck. But the real brand is not the Ramblin’ Wreck. The real brand is Georgia Tech Alumni. That’s the emphasis of our new cleaner look," Irwin said.

"When you look at the overall brand, that is the message — Georgia Tech Alumni. That’s the key," Irwin said. "The brand is Georgia Tech Alumni, whether it is the Association or whether it is alumni clubs or whether it is travel or career services. What ties it all together are those three words — Georgia Tech Alumni."

A new design concept allows the brand Georgia Tech Alumni to be used with or without the Ramblin’ Wreck image or the Yellow Jacket motif. Branding will give the Alumni Association and its departments a consistent look, Irwin said.

"Branding ideals are important because they are your organization’s signature and they need to be clear and clean and what your constituency relates to," he said.

Rena Moyers, vice president for marketing services and campus relations, worked with an alumni branding committee. She also organized focus groups and met with alumni and students about branding.