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Iconic Texas image used for scholarship charity

on Thursday,July 29,2010 22:07

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Graphic designers, marketing executives and school officials from the University of Texas at Austin have been working to create a cause-based, college-themed product. Recently, university president William Powers Jr. and GSD&M, a branding company, announced that they have created H2Orange, which is purified water in a scale-model replica of the iconic University of Texas at Austin tower. Proceeds from the sales of the bottled water will go toward academic scholarships, fellowships and internships at the school.

Steve Gurasich and Tim McClure of GSD&M created H2Orange to give more students access to an education from the university. Every bottle of H2Orange purchased will help reach the school's goal of raising $1 million annually for the next 10 years and beyond.

This is the first time that the image of the university's iconic tower has been licensed for a consumable product. To promote the campaign, the school created a slogan, "Drink water. Bleed orange. Fund scholarships."

H2Orange consumers will be able to see the impact of their purchases online at www.h2orange.com, where the amount raised for scholarships will be updated regularly. The product will be distributed throughout grocery and convenience stores, bars and retail outlets in Austin and at select areas throughout Texas.

The real tower stands at 307-feet-tall and was designed in 1937 by architect Paul Phillipe Cret. Based on Beaux-Arts principles of balance, axial arrangements and symmetry, the tower formed, "the image carried in our memory when we think of the place," according to Cret.

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