Branding Your College:New Visual Identity

Marcie DishmanCentral Carolina Community CollegePRIMA Conference 2013

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?

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-Step Brand Process

• Communicate your brand– Create a plan

• Maintain your brand– Consistency– Gather feedback– Assessment at regular intervals

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• Created in late 1980s • Outdated design• Elementary elements• Triangles understood by internal audiences• Limited application on materials• Resistance to change

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

Logo Video

• UNC brand

Process

Pathway: success, progress, challenges, and setbacks

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

Goals and Objectives

Create a new logo that:• Motivates and excites audiences• Represents brand attributes

(fresh, optimistic, and empowering)• Positions for future growth

Internal or External?Internal

Pros: familiar with college and expectations for project Cons: time; may lack credibility

External Pros: provides an outside perspective; completion timeCons: 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)

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

2. Messaging and Design Audits

• Review the college’s existing messages

• Review design landscape of college and other institutions

Messaging Audit• Mission

Central Carolina Community College serves as a catalyst for personal, community, and economic development by empowering people through education and training.

• VisionCentral Carolina Community College is the leading force for educational opportunities, economic progress, and cultural enrichment in the communities it serves.

Messaging Audit

• Values– Community– Diversity – Excellence– Innovation– Integrity– Student-Centered– Sustainability

Design Audit

Design Audit

Design Audit

3. Involve Stakeholders

• One-on-one interviews with key administration and staff

• Insight is valuable in articulating key focus areas, personality, and creative expression

3. Involve Stakeholders

• Logo input sessions

• Brand development exercise– development of brand personality (fresh, open, optimistic, progressive, innovation, dynamic, empowering)

3. Involve Stakeholders

4. Logo Exploration

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

4. Logo Exploration

• Simplicity• Emphasis on “Central Carolina”• Color• Design, design, design!

4. Logo Exploration

Logo Assessment

4. Logo Exploration

Logo Assessment

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

6. Bring to Life Through Design

• Versatility• Horizontal/vertical options• Customized logos• Color options• Logo translates onto applications at all sizes

Color Palette

Typography

Implementation

• Implementation process takes years

• Make files accessible on Intranet

• Branding style guide

Stationery

Business Cards

Printed Materials

Direct Mail

Billboards

Website and Video

Mobile Application

Temporary Signage

Promotional Items

Event Branding

Final Thoughts

• Differentiate: Be different.People notice what is different.

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