Will To Do or Don't?

Jay Forness, Editor

The “Will to Do” signage across campus is one of the biggest changes to be seen at Southeast since I’ve been here. The new branding changed the logo, the banners, and every single paper product connected to campus, and it is so prevalent that some people I know have gotten annoyed by it. Now I’m no designer or art person, but I think it is a huge improvement from before and it finally makes the university seem cohesive.

And, yes, it did cost a lot of money and has continued costs like changing employee nametags and business cards. Anytime the university spends around $200,000 on something, there will be debate over its necessity, but what even was Southeast’s brand before? No one paid attention before and now we know what Southeast is trying to be.

The “Will to Do” is simple, but it gets the job done. We are a regional university that has grown tremendously over the past 20 years and we, as students, strive to prove ourselves. Being at Southeast, it doesn’t feel like people are going to instantly think that Southeast is the best. So we have to work hard and be involved and take advantage of what is offered. And wouldn’t you want to be associated with an institution that actually is striving for something? That is the ultimate message that I get out of the new phrase, and there is something that seems right about it.

This is a year of change with the university. With the new branding and a new president, it really seems like Southeast is only going to grow from here. So continue to make fun of it. You can, it’s our school. But if it helps show people what Southeast can offer, I can live with the constant hashtag.

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Malana Bradford, Online Managing Editor

I think I'm the outcast here, but I personally like Southeast's rebrand and the #WillToDo campaign. When the posters hanging around campus first started to go up at the end of last year I was impressed because it made me feel like I was walking on a real college campus, like one you’d see on TV. Everything on TV is real.

As I was approaching Grauel one day I had to do a double take because one of the photos that is hanging on about a third of the signs (I believe it's the one that says "#Pride" on it), is a photo of one of my sorority sisters. So I took a picture of that sign and sent it to her saying, "Is this you?" She was so surprised, saying, “That’s so cool! But don’t they need my permission for that?! Lol.” The answer is no, if anyone was curious, but I still think it’s really neat. Since then I have noticed other people that I personally know on the signs and it makes Southeast feel more like home than it did before.

As far as the #WillToDo campaign goes, I can see how some people might be annoyed with how over the top it is, with the sidewalk art every 10 steps or so, but I think it really is enhancing school spirit, which Southeast needs. I’ve heard people saying the phrase and hashtagging it on their Twitter and Instagram posts. Maybe I’m naive and they’re actually making fun of it, but I’m just happy to see my peers acknowledging our school and at least pretending to be prideful of it. All I know is this is definitely a step up from the "University of First Choice," nonsense they were shoving down my throat four years ago. The only thing I’m slightly confused about is our mascot. I know it’s Rowdy the Redhawk, but with the new logo and all the design changes I think it would be easy for someone to think we were the “Southeast Domes,” but that’s none of my business. Overall I like the changes and I can't wait to see what this rebrand does for Southeast. Get it?

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Bridget Bingham, Design Editor

The other day I went into a bathroom in the Dearmont building and saw that someone had carved #WillToPoo on the stall door. Never in my life did I ever expect to have a piece of bathroom graffiti speak so clearly to my soul. Don’t get me wrong, the new dome logo has certainly grown on me (even with all of the strange publication standards that come with it). But the rebrand is so in your face that it feels silly, overdone, and irritating.

#WillToDo is starting to leave a really bad taste in my mouth. The oversaturation of the new slogan feels less like successful branding and more like indoctrination. I genuinely can’t tell if the message is supposed to be encouraging or threatening. It really feels like someone some kind of cult would chant. At first it actually made me pretty uncomfortable. Not to mention that it’s everywhere! I can’t take five steps on campus without seeing #WillToDo. Why does it have to be on every single sidewalk in addition to being on all of the posters and shuttles and everything else the school publishes? Now it doesn’t really make me uncomfortable as much as it just irritates me. I just don’t want to see it anymore, plain and simple. Why can’t I just walk to the UC to grab my food in peace? I promise you I have the will to go get myself some well-deserved Chick-Fil-A. I don’t need the pavement to remind me. It’s like a vague yet menacing chalk ad that won’t ever wash away. In short, I’m really over it, and I want it to just fade into obscurity already. I know that a rebrand was necessary, I just think it was a failure. I really wish that wasn’t the case, but what can you do?

By the way, my name’s Bridget. I’m a junior year graphic design major, and I’m the Arrow’s brand-new Design Editor. I love what I do. Besides design, I’m also pretty passionate about food, acting, spy movies and whales. It’s a pleasure to be here, and I promise I’m not normally so bitter.