1 / 45

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

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

tovi
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

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 Visual Identity: Central Carolina Community College • Created in late 1980s • Outdated design • Elementary elements • Triangles understood by internal audiences • Limited application on materials • Resistance to change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

More Related