Serving the University of Texas at San Antonio Community
TUESDAY
April 12, ^994
Volume 17, Number^
Texas' ONLY Independent Student Newspaper
UTSA seeks regents' approval for new logo
student government questions process of student input in university decisions
Rachel Dupnik
News Writer
On Apr. 14, the Board of Regents wiU vole on a new logo for UTSA. In a leiter to James Duncan, executive vice chanceUor for academic affairs of the University of Texas system. President Kirlqiatiick requested the Board's aip- proval for die logo.
"UTSA" is not altogeUier new. Curr rently, the wordmaik is refnesented on lapel pins and publications.
Regarding Uie existing logo, Burdick said, "The UTSA' dial is in the circle was never really officially worked out by die university. It was drawn by an architect that built Ihis campus to pul on We front of some documentation about
RobertBurdick,associate "The UTSA wofdmark IS the image and vice president for unwereity ^^  message that IV© Want to convev
communications,said. The » itovi »
new logo is comprised of a aOOUt UTSA. wordmaik and icon and wiU be submitted to the Office of General Counsel for trade- maric registration. I think it is important to characterize sssss^ this as a wordmark and an icon that goes wiUi the wordmark, sometimes. Prima¬ rily, what we are going to be using is UTSA' which is a characterization Uiat we have been using for some time."
Burdick said that going to die Regents was a way of formalizing the wordmark and icon. He stated, "What we wanted to do by taking it to the Regents was to make sure that we had our trademark registered and that no one could expro¬ priate it and use it for their own purposes without our permission. By registering this, it permits us to conbol die use ofthe symbol."
Burdick feels that the abiUty of the institution to protect its wordmark and identity should exist. Burdick also pointed out that the use ofthis particular
—Robert Burdick Associate vice president for university communications
the campus. At the time, there was not anyUiing that expressed UTSA, so some¬ body drew this up."
Burdick said, "The 'UTSA' word- mark was developed before we con¬ tracted anybody to work on it and fine tune it. We contrarted with Reader and Company last fall .in October to look at The "UTSA' and give us some variations on it to make it more usable as a word- mark. As part of Uiat process, they recommended the use of an icon to help us vary the presentation of the word- mark."
Reader and Company woriced on the project for six months. Burdick said for many different renditions and ^plica- lions, the total cost averaged about $6,000. He said, "We were able to hold
cost down by being very direct about what we wanted."
If the logo is approved, Burdick said that his office wiU begin working on some appUcations; however, the transi¬ tion wiU occur over a long period of time. Burdick said that if approved, the logo will not cause major changes to the university or shidents. He said, "We don't foresee a huge expense to die institution. Basically. Uiis is not going to broadly affect the institution, and this is not a decision that is going to broadly affect students."
Burdick said in the fulure an
entire book wUl be produced
that wiU Ust very specifically
how Uie wordmark and icon are
to be used, where they are positioned on
a page, and what colors to use.
While creating the wordmaric and icon, Burdick said Uiat there was not any formal student consultation. He said, "We did not formally introduce it to student govemment, but we informally talked with many people. We did listen to some students. The institution's vi¬ sual identity is something die adminis¬ tration has a responsibility to produce." Matt Stem, student govemment presi¬ dent, said, "The whole purpose for the instihition to be there is for students, and widiout shidents Uiere would not be an institution, and all the administrators who are making these decisions wouldn't have to come up with a new logo for the university." -^
i '
UTSA hosts first national Hispanic iVIotiier-Daugiiter Conference
By Brian Wheeler
Editor-in-Chief
The UTSA campus played host to 500 participants this past weekend in a historic Hrst national conference of the Hiispanic Mother-Daughter program. The program originated 12 yean ago at Arizona State University and has since expanded to several UT system institu¬ tions.
Dr. Samuel Kiikpalrick, frnnerfn^si- dent at Arizona State, brought the pro¬ gram to UTSA when he became presi¬ dent here in 1990. The program has been fully operational for the past three years.
Anna Ramirez-Pekarsky, UTSA His¬ panic Mother-Daughter program direc¬ tor, said, "We were looking at the end of this Uiird year grant period as a celebra¬ tion as weU as to ath^ct people who
might be interested in starting or dupli¬ cating a program such as ours at their own institutions."
Ramirez-Pekarsky stated that Uiere were participants from five UT compo¬ nent institutions including UT Dallas, UT Austin, UT El Paso, UT Pan Ameri¬ can, and UT San Antonio.
She said, "Friday we had visitors from as far as Chicago, Hioenix, and the New York area. We athacted more on a national basis Uiat day because we were trying to expose our program."
Ramirez-Pekarsky stated that fund¬ ing for the program comes firom a grant by AT&T. UTSA also supports die program dirough salary contributions, office space, and facility suppori.
The weekend events started with a dramatic presentation, "Rich Woman, Poor Woman" by two UTSA students from die Campus Ministiies organiza-
Ms. Rosa Guerro perfomis 'Tapestry of Cultures"
tion. The performance depicted a con¬ trast of the Uves of past and preseiu Hispanic women. The performance drew thundering applause twice from the ca¬ pacity crowd in die Arts Building Re¬ cital HaU.
Maria Antonietta Berriozabal, former San Antonio City Council Woman, and Christine Hemandez, current State Rep¬ resentative for District 124, both were keynote speakers over the weekend. BoUi Hispanic women are former UTS A graduates and are recognized nationally for their roles in education and the com¬ munity.
Ramirez-Pekarsky said, "We had sev¬ eral break-out sessions that focused on college for die future and cultural as¬ pects." UTSA shidents related Uieir experiences in "The College Experi¬ ence" while Christine Wolf, director of orientation, explained getting started in "The First Year of CoUege." Dr. Jesse Zapata, associate professor and director of die Hispanic Research Center, spoke in "The Changing Hispanic Family and Dr. Ellen Riojas Claik, bicultural-bUin- gual studies assistant professor, spoke OU "Cultural Creativity."
Ramirez-Pekarsky said, "Dr. EUen Clark's presentation was probably the favorite. There was standing room only—she had them crying and laugh¬ ing."
Off campus speakers conducted ses¬ sions on financial aid, entrance exam testing, and money strategies.
Ramirez-Pekarsky said, "Probably the highUght of the whole conference, according to our evaluations, was the presentation by Rosa Guerro from El Paso. She does a unique one woman presentation called die 'Tapestry of Cul¬ tures' in which she includes history, anthropology, music, dance - you name it She had Ihe audience enUuaUed for an hour and a half; Uiey didn't want her to stop."
The UT Pan American participants presented "Hijas del Rto Grande" and UT San Antonio participants presented "De Cokxes" as dieir culhual contribu¬ tions to Ihe conference.
Sahirday evening die conference pai - ticipanis went to Fiesta Texas as a group.
com. on pg. 2
On Ihe subject of the new logo, Karen Whimey, associate vice president for student life, said, "This is an institu- ttonal image situation. It is a major institutional commitment and investment to begin to develop a wordmaik that can stand out on its own and be recognized. It goes beyond a particular student group."
Whitiiey said Uiat student consulta¬ tion is not always necessary. She said, "On many projects we often incorporate student feedback; however, I think Uiere are projects and situations Uiat are so imperative to the institution that you have to seek professional counsel.
"It is not about a particular group of students. It represents the institution at a very large level. I don't feel that every decision that this institution makes has to go through student affairs and has to go through a rigorous student review."
Stem said "What this represents is a leaming institution, and the key to a leaming institution is students. It is not for the administration to say, 'This rep¬ resents our institution, the institution we chose to make it.' I think it should represent the students, the area, and the institution. It should be a combination of people from the administration and the shidents," said Stem.
Stem said that student govemment is not pleased with the way the administra¬ tion handled the situation. "It's not thai we are unhappy, it is Uiat we are disap¬ pointed that students were not thought of highly enough to even be included in
the loop."
Whitney says she views the word- mark as an extension to what already exists. She said, "1 don't consider this all Uiat new. I have used the words 'UTSA' in some form for quite a while. I look at this as a developed, more ma¬ ture wordmark."
Burdick said the creation of a logo is technical. "When creating a logo, there are many ramifications, some of which are political, to portraying an institu¬ tional identity that are best left in the hands of jmifessional administratOTS who understand these reaUties and can work with them," said Burdick. Due to these ramiflcations, Burdick said having a "contest" to design a logo would be very inefficient.
Burdick realizes that not everyone wiU be happy with the wordmark and icon. He said, "1 think Uiat any time we develop anything, there will be people that like it and don't like it, and it is very dif ficult in somediing like this toachieve total consensus. What we do is the best we can do.
"What we want to do is estabUsh 'UTSA', the wordmark, as a statement about the institution, and the icon is not as big a part of it as "UTSA' is.
"The UTSA wordmark is Uie image and the message that we want to convey about UTSA. The icon is simply a supporting element, there to put a signa¬ ture to things, as a component of the wordmark. But. die wordmark is the important thing."
current UTSA logo
UlSA
INIVERSITY OF TEXAS   SAN' ANTONIO
proposed wordmark
Vs ^ i
proposed new icon
li^ f      ^^  ^^^  ^^M-^ **..     Jk.^^H
Utl^
UTSA exchange students visited the La Villa de Guadalupe on their spring break trip to Mexico.
Students visit Mexico for UNAM Exchange
By Inge Matthey
Contributing Writer
Spring break '94 marked the third trip by UTSA business students to Mexico for the annual UTSA/UNAM (Universidad Nacional -;—^ Autonoma de Mexico) Stu¬ dent Exchange Program. Sev¬ enteen students and three pro¬ fessors attended die week long trip to experience the culture, history, and business atmo¬ sphere of Mexico City. Dr. Rodolpho Sandoval, associate professor of economics and finance, directed die program. ^^sss Sandoval was assisted by Dr. Zack Ma¬ son, assistant professor of accounting and information systems. Dr. Jose. Medina, assistant professor of manage¬ ment and maiketing, also accompanied the students.
Fortunato Cruz, a UTSA/UNAM participant, said "I beUeve that the knowl¬ edge and experience acquired during this trip wiU help me to do business wiUi my Mexican counterparts in thc future. I believe that the understanding of Mexico's culture, history and customs wiU prove to be an invaluable asset
whr   ' do business in Mexico."
J) msors for the Uip were Coca-Cola Southwest, Valero, and other area busi¬ nesses. Pete Martinez, vice president of community affairs of Coca-Cola South¬ west, actively participated in all events
"/ believe that the knowledge and experience acquired during this trip will help me to do business with my Mexican counterparts in the future." —Fortunato Cruz UTSA/UNAIM participant
wiUi the students.
The students arrived in Mexico City on Sunday and were welcomed by UNAM students. The week's activities included educational, cultural, and so¬ cial events. For the educational portion ofthe program, UTSA studenis attended conferences and classes at UNAM.
The students also attendeda luncheon at the Chamber of Commerce (CANACO), and toured die Warner- Lambert Company and the manufactur¬ ing plant.
John Davis, a UTSA student, said.
"The visit to the Warner- Lambert plant was one of the highlights of the trip for me. To observe an actual business in operation, to see the working condi¬ tions, to know the standards and meth¬ ods used in ihe operation and to visit __^i,^^_ with the management from the top level down, has to make a significant impact on the visitor."
During thc trip, stu¬ dents visited many historic sites. Among these were the cathedral. La Villa de Guadalupe. El Palacio de Bellas Artes, Zdcalo. and ^mmmmm^^:^ the pyTumids of Teotihuac^.
The program concluded w ith a gradu¬ ation ceremony and presentation of di¬ plomas. Dr. William Spruce, manage¬ ment and marketing lecturer, attended the ceremony on behalf of James Gaertner, dean of the college of busi¬ ness.
All participants in Ihe program are ligible to join the International Asso¬ ciation of Business Exchange Students. In die fall of 1994, studenis from UN AM wiU visit UTSA.