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Branding Your College: New Visual Identity Marcie Dishman Central Carolina Community College

Branding Your College: New Visual Identity Marcie Dishman Central Carolina Community College PRIMA Conference 2013. What is a Brand?.

shelagh-kennefick
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Branding Your College: New Visual Identity Marcie Dishman Central Carolina Community College

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  1. Branding Your College: New Visual Identity Marcie Dishman Central Carolina Community College PRIMA Conference 2013

  2. What is a Brand? • A brand is a perception or emotion maintained by a buyer or prospective customer, describing the experience related to doing business with an organization or consuming its products and services. • Brands are defined by individuals. • Is there emotion for your college?

  3. 4-Step Brand Process • Discover your brand – How does the college view itself? – What makes your college unique? – How do others view your college? • Develop your brand – Brand attributes – Identify target audiences

  4. 4-Step Brand Process • Communicate your brand – Create a plan • Maintain your brand – Consistency – Gather feedback – Assessment at regular intervals

  5. Visual Identity: Central Carolina Community College • Created in late 1980s • Outdated design • Elementary elements • Triangles understood by internal audiences • Limited application on materials • Resistance to change

  6. Transition to New Logo • Transition to 50th anniversary logo • Phase out old logo during anniversary year • Unveil new college logo at 50th finale event • Transition period allowed for more support and build up of new logo

  7. Logo Video

  8. UNC brand

  9. Process Pathway: success, progress, challenges, and setbacks

  10. 1. Preparation and Planning • Planning meetings • Develop a project roadmap and key benchmarks (allow for flexibility and changes) • Establish goals and objectives • Decide on internal or external

  11. Goals and Objectives Create a new logo that: • Motivates and excites audiences • Represents brand attributes (fresh, optimistic, and empowering) • Positions for future growth

  12. Internal or External? Internal Pros: familiar with college and expectations for project Cons: time; may lack credibility External Pros: provides an outside perspective; completion time Cons: cost; lack of knowledge about the college; may limit designs/revisions CCCC selected an external company to begin the process and then completed internally (combination approach)

  13. Next Steps • Internal: development of project timeline • External: RFP process, evaluation, selection

  14. 2. Messaging and Design Audits • Review the college’s existing messages • Review design landscape of college and other institutions

  15. Messaging Audit • Mission Central Carolina Community College serves as a catalyst for personal, community, and economic development by empowering people through education and training. • Vision Central Carolina Community College is the leading forcefor educational opportunities, economic progress, and cultural enrichment in the communities it serves.

  16. Messaging Audit • Values – Community – Diversity – Excellence – Innovation – Integrity – Student-Centered – Sustainability

  17. Design Audit

  18. Design Audit

  19. Design Audit

  20. 3. Involve Stakeholders • One-on-one interviews with key administration and staff • Insight is valuable in articulating key focus areas, personality, and creative expression

  21. 3. Involve Stakeholders • Logo input sessions • Brand development exercise – development of brand personality (fresh, open, optimistic, progressive, innovation, dynamic, empowering)

  22. 3. Involve Stakeholders

  23. 4. Logo Exploration • Strategically sound (meets goals) • Flexible (size, color, and usage) • Appropriate (right for institution) • Advance brand • Durable (core design that can grow)

  24. 4. Logo Exploration • Simplicity • Emphasis on “Central Carolina” • Color • Design, design, design!

  25. 4. Logo Exploration Logo Assessment

  26. 4. Logo Exploration Logo Assessment

  27. 5. Build Internal Support • Logo committee: involve all areas of college • Logo input sessions • Design surveys: students, community, faculty/staff • Brand development: faculty/staff, advisory boards • Transition to change • Connect to college mission, vision, and values

  28. 6. Bring to Life Through Design • Versatility • Horizontal/vertical options • Customized logos • Color options • Logo translates onto applications at all sizes

  29. Color Palette

  30. Typography

  31. Implementation • Implementation process takes years • Make files accessible on Intranet • Branding style guide

  32. Stationery • Business Cards

  33. Printed Materials

  34. Direct Mail

  35. Billboards

  36. Website and Video

  37. Mobile Application

  38. Temporary Signage

  39. Promotional Items

  40. Event Branding

  41. Final Thoughts • Differentiate: Be different. People notice what is different.

  42. Final Thoughts • Collaborate • Innovate • Merge creativity and strategy (creativity is right-brained, strategy is left-brained) • Validate: bring audiences into the process • Cultivate: be willing to change

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