Aiken Technical College revealed its new look Tuesday during its annual academic year kickoff event for employees.

"It is an exciting time for the college. Over the past 50 years, the college has made a significant impact by educating minds, changing lives, and enriching communities," said President Forest E. Mahan, Ph.D. "Today, we look to the future of the college and making a difference in our community for another 50 years and beyond. I want to thank the Office of Marketing and Communications team for their leadership on this initiative."

Aiken Tech contracted with World Design Marketing, a marketing firm based in Hilton Head, SC, to develop its new brand and visual identity, including a new logo, slogan, and color palette. The process took about eight months, including research, focus group meetings, and interviews with various stakeholders.

The college's new logo was inspired by an aerial view of the campus to form a shield shape. Inside the shield are two leaning graphical elements that create an upward arrow representing students learning from and leaning on faculty and staff. The background within the shield represents the college and community supporting the efforts of students, faculty, and staff.

Aiken Tech's new slogan, "Uniquely Powerful," represents the strength of the college's educational and workforce training opportunities and how they prepare students for success.

The new color palette builds on the familiarity of the college's powerful blue color, extending the palette to include colors represented on the college's campus and environment.

The college began implementing the new brand and visual identity immediately following the announcement and will continue the transition over the coming months.