(Image courtesy College of William & Mary.) Schoonmaker said William & Mary’s current effort to clarify its visual identity began in 2010.College staff examined various university marks, determining two — the cypher and the college seal — had the highest levels of community identification."I saw it [hooking up] as a way to be recognized and get satisfaction," said Boyle, shaking her blond ponytail."I felt so empty then." The hook-up culture on campuses may seem more pervasive than ever, especially as media outlets, books and documentaries rush to dissect the subject, but some college women and men are saying no.Schoonmaker said using the new logo and marks would not create additional costs for the college, as groups would be asked to switch to the new logo gradually.“For example, as people run out of letterhead, they can get new ones with the new marks,” he said.It also includes a list of retired marks that should not be used by affiliated organizations.Although the marks are no longer sanctioned by the school, Schoonmaker said it was not forcing groups to adopt the new symbols immediately.
“The approach we’re taking is not, ‘Hey everybody, stop using what you’re using and get new stuff.’” University spokesman Brian Whitson said reaction to the new logo and style guide among campus organizations had been positive.Some, like Boyle, experimented with hooking up and quit.Though she is Catholic, she says her reason for disengaging herself from the hook-up culture had more to do with the unhappiness she experienced afterward.“What’s existing in budgets for maintenance is what it will cost.” The new logo and style guide are the latest chapter in a discussion dating back at least eight years.In 2006, the NCAA ruled against the college’s inclusion of two feathers in its athletic logo, arguing the imagery was potentially hostile or abusive to American Indians.