The following story originally appeared on the website for William & Mary’s VIMS & Batten School. – Ed.
After more than 85 years of advancing coastal and marine science, William & Mary’s Virginia Institute of Marine Science (VIMS) and Batten School of Coastal & Marine Sciences are launching a new brand identity to better reflect their interconnected roles as a world-class research institute, academic school and trusted advisor to the Commonwealth of Virginia.
“This new identity reflects who we are today and where we’re headed tomorrow,” said Derek Aday, director and dean of William & Mary’s VIMS & Batten School. “It strengthens our connection to William & Mary, preserves the legacy of VIMS and elevates the Batten School. Most importantly, it provides a clear and unified platform for sharing our impact with audiences in Virginia, across the nation and around the world.”
A symbol of coasts, rivers and oceans
At the center of the new identity is a distinctive icon reflecting the continuum of environments studied by VIMS & Batten School researchers. The circular icon reflects the interconnected nature of coastal and marine systems while subtly conveying the institution’s growing national and global reach. Three interconnected elements symbolize coastal, estuarine and ocean environments — the diverse ecosystems that define VIMS’ and the Batten School’s research, education and advisory missions. The icon’s central wave form provides a visual connection to previous VIMS identities, establishing continuity between the institution’s history and future. The accompanying VIMS wordmark acknowledges the state connection through a typeface derived from Virginia’s iconic “Virginia is for Lovers” campaign.
Together, the elements create a visual identity that aligns with William & Mary while maintaining the distinctive character of VIMS and the Batten School and reinforcing their place within the university ecosystem. A comprehensive, unified brand strategy aids efforts across William & Mary to strengthen national preeminence, brand recognition and reputation.
Building on a proud history
VIMS traces its origins to 1940, when William & Mary Biology Professor Donald W. Davis established the Virginia Fisheries Laboratory. That same year, a Master’s Program in Aquatic Science was created by the university. In 1962, the Virginia General Assembly established the Virginia Institute of Marine Science, formalizing its role as a leading center for marine research and advisory service to the commonwealth.
William & Mary’s School of Marine Science awarded its first Ph.D. in 1968. In 1979, VIMS returned to the administrative umbrella of William & Mary, strengthening a relationship that began with the institute’s founding. Over subsequent decades, the School of Marine Science educated generations of coastal and marine scientists and leaders while drawing upon VIMS’ research expertise, facilities and scientists.
In 2024, the School of Marine Science was renamed the Batten School of Coastal & Marine Sciences following a historic gift from philanthropist Jane Batten. As these interconnected identities have evolved over more than eight decades, the need for a clearer and more unified brand became increasingly important. The new identity reflects that evolution, strengthening connections among William & Mary, VIMS and the Batten School while preserving their rich legacies. It builds on the university’s recent brand refresh and new comprehensive brand strategy, which are instrumental to strengthening William & Mary’s national preeminence, brand recognition and reputation as a leading R1 research university.
Guided by research and stakeholder input
The new identity is the culmination of a comprehensive process that included stakeholder interviews, surveys, market research, brand persona development and community engagement.
A Branding Committee composed of faculty, staff and a student representative provided feedback throughout the process, while more than 200 members of the Batten School & VIMS community participated in evaluating potential icon designs and offering qualitative feedback.
Research conducted during the process revealed strong recognition and affinity for the VIMS name among scientific, professional and alumni audiences. At the same time, it highlighted opportunities to improve understanding of the relationship between William & Mary, VIMS and the Batten School, particularly among external audiences.
The research also identified defining characteristics shared by VIMS and the Batten School: a reputation for expertise, objectivity and evidence-based guidance.
“We heard repeatedly that people view this institution as objective, research-driven and trustworthy,” said Aday. “Those qualities have always been at the heart of who we are, and they helped shape the direction of the new brand.”
Looking ahead
While the visual identity is new, the missions of VIMS and the Batten School remain the same: conducting world-class research, educating future leaders in coastal and marine sciences and providing objective, science-based advice to decision-makers and communities.
The launch marks the beginning of a phased rollout that will include updated digital platforms, editorial standards, templates, signage and promotional materials.
A new online brand hub will provide access to logos, editorial guidelines, templates and other resources for faculty, staff and students.
For Aday, the significance of the new brand extends beyond visual design.
“Our science, education and public service have never been more important,” he said. “A consistent, recognizable brand identity helps ensure that more people understand who we are, what we do and the impact we have on Virginia and beyond. That’s ultimately what this effort is about.”