Case Study: South Dakota Mines strengthens its brand identity with Echo Delta

South Dakota School of Mines and Technology builds a clearer brand with Echo Delta, as 54.5% said the old mark wasn’t recognizable

The South Dakota School of Mines and Technology, a leading STEM university, struggled with its lengthy name and an unrecognizable logo, which hindered its external reputation as an innovative research institution. To address this challenge, the university partnered with vendor Echo Delta for a comprehensive brand strategy service that included research, discovery, and creative campaigns.

Echo Delta implemented a solution that included a streamlined name, "South Dakota Mines," a new distinctive logo, and a unifying tagline: "Advancing the Frontier of Innovation." They applied this new brand identity to key materials like a viewbook and created shareable digital brand guidelines. The results built consensus among stakeholders and successfully modernized the university's image. Echo Delta's work garnered respect for the institution's history while exciting a new generation about its future.

South Dakota School of Mines and Technology