IPFW has unveiled the planned logo as well as the brand marketing partner chosen to implement the new Purdue University Fort Wayne brand. The university has tapped New York-based SME Inc. to "build a cohesive brand identity that is authentic to the university and sets the foundation for growth."

The partnership with SME remains subject to approval by the Higher Learning Commission, the accrediting body of the university. IPFW says it expects a decision from the commission in March. 

"After months of work and gathering research to ensure we find the best partner, I am thrilled to announce our collaboration with SME and look forward to working with them as we create the Purdue University Fort Wayne brand," said IPFW Chancellor Ron Elsenbaumer. "SME has a proven track record of working with many well-known higher education institutions including Harvard University, the University of Louisville, NYU Law, and Purdue University."

In addition to various higher education institutions, SME counts organizations such as UFC, Dick Clark Productions, and the Rock & Roll Hall of Fame among its clients. The firm has an office in Indianapolis.

The Purdue University Fort Wayne name was approved by the Purdue Board of Trustees last April. In November, IPFW updated the branding strategy for the new university, saying it would utilize the black and gold colors synonymous with Purdue.

The boards of trustees for Purdue and Indiana University finalized plans for the realignment of the IPFW campus into two separate institutions. Purdue Fort Wayne will occupy the majority of the campus, while Indiana University Fort Wayne will include health sciences programs on the campus.

The realignment will take effect in July.