Miller_T_12.1.2aProject Book and Style guide

Taking A University Nationwide

CONTENTS

1.0 Research 1.1 Research Paper 08 1.2 Company Overview 10 1.3 Demographics 12 1.4 References 13 1.5 Creative Brief 14

2.0 Creative Development 2.1 Competive Survey 18 2.2 Mood Board 20 2.3 Logo Development 22 2.4 Print Media 24 2.5 Website 26 2.6 Motion Graphic 28

3.0 Style Guide 3.1 Introduction 34 3.2 Capstone logo 35 3.3 Clear Space 35 3.4 Color 36 3.5 Typography 37 3.6 Tag line 38 3.6 What not to do 39 3.8 Applications Stationery 40

4.0 Solutions 4.1 Signage 50 4.2 Bil l Board 51 4.3 Bus Wrap 52 4.4 Promotional Items 53 4.5 Print Ads 54 4.6 Website 56 4.7 Student ID 58

1.1 Research Paper 08

1.2 Company Overview 10

1.3 Demographics 12

1.4 References 13

1.5 Creative Brief 14

1.0Research

1.1 Research Paper Abstract Stevens-Henager College was established in 1891 and is one of the oldest colleges in Utah. It is a highly respected college that offers Associate, Bachelor’s, and Master’s degree programs in a variety of career fields. The college has been very successful in the Utah, Idaho, Colorado and California markets, and is ready to expand into a nationwide university system. This campaign is about re-branding Stevens-Henager Colleges into one brand, with a Unique Selling Proposition that will set them apart from competing schools as they grow into a nationally recognized brand. The college is presently set up as four separate brands: Stevens-Henager College in Utah and Idaho, College America in Colorado, Community College San Diego in California, and Independence University as the online campus.

Due to the four separate brands in different markets, this creates a weak marketing position in each market and a need for a strong unified brand that the public can relate to.Because of the public perception that the individual campuses are local colleges only, this limits the ability to grow the corporation into a nationwide presence. This also limits each campus’s ability to reach its full student capacity and to send the desired message to the public.

The college is ready to create one name that will unify the brand and emotionally connect with the public, to transition from a regional college into a nationally recognized university, to develop a unique selling proposition that will set it apart from its competitors and to create a comprehensive marketing campaign.

One Unified Name

The current brand Founded in Ogden, Utah in 1891 as the Intermountain Business College, Stevens-Henager College has the distinction of being one of the oldest colleges in the country. The school has undergone a number of name changes and has evolved into a multi-campus school with branches across the states of Utah and Idaho. The owner of the college has two other colleges, College America in Colorado and Community College San Diego in California. All three schools use a fourth name, Independence University to present their online degree programs. The corporation uses all four names as one administrative entity, but in the mind of students and the public they are separate colleges. This gives the wrong perception that they are a small local college and weakens the market position they could create.

Stevens-Henager College College AmericaCalifornia College san Diego Independence University

This Campaign is about four Colleges that

can be turned into aStronger Unified Brand

The importance of a unified brand

You can be the very best in the world at your business, but if no one knows it, your business will fail. The goal of branding is to create an emotional tie with the public that will help them choose your company over the competition. Marketing experts convince businesses to spend millions of dollars every year to build successful brand strategies that make their business look better than its competition. A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that meets their needs and improves their life.

In a case study by B2B International Business, commissioned by one of the United Kingdoms largest universities they did a brand positioning study to determine why students choose one college over another. “The research showed that the choice of a university as a place to study has as much to do with emotion as it does with logic. Therefore the brand of the University is a key driver in the choice. However, not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.” (Brand Positioning Research, B2B International)

The psychological needs of the consumer require them to find a university that offers then the best benefit for their money and one they can be proud to graduate from.

The three key rules of marketing are brand Identity, brand recognition, and brand Loyalty.

The Goal of Branding is to create an emotional

tie with the public.

“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Tom’s Of Maine

A great brand becomes part of society that is

recognized and loved by the consumer because it offers a product that

improves their life.

1.2 Company Overview

Stevens-Henager College Stevens-Henager College was founded in Ogden-West Haven, Utah, in September 1891 by Professor J.A. Smith as the Intermountain Business College. The College’s purpose was to teach commercial subjects and place graduates in business positions. The College was known over the following 68 years as Smithsonian Business College, Moench University of Business, and Ogden-West Haven Business College. In 1959 the name was changed to Stevens-Henager College. The main campus is in Ogden-West Haven, and branches were established in Provo, Utah, in June 1978; Salt Lake City, Utah, in August 1999; Logan, Utah, in October 2001; and in Boise, Idaho, in April 2004.

Today, Stevens-Henager College is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize Stevens-Henager graduates for their superior training and their outstanding professionalism.

College America In 1998, CollegeAmerica became a degree-granting school in Northern Arizona, offering Associate degrees in Computer Technology, and Business Management.

In 2002 the college added the Medical Specialties program. and started offering a Bachelor Degree in Computer Science, Business, and Accounting.

CollegeAmerica has campuses in Flagstaff and Phoenix Arizona and since 2000 have established campuses in Fort Collins and Colorado Springs, Colorado. Colorado. A Branch campus in Cheyenne, Wyoming opened in February 2005.

Today, CollegeAmerica is known for its high educational standards. Academic majors are designed specifically to meet the changing trends and requirements of the business and medical employment markets. Business, technical, and medical leaders have come to recognize CollegeAmerica graduates for their superior training and their outstanding professionalism.

COLLEGEAMERICAEstablished 1964

Utah and Idaho

Arizona-Colorado-Wyoming

Company Overview

California College San Diego Prior to moving to California in April 1976, CCRT(California College for Respiratory Therapy was located in Phoenix, Arizona, and was known as the Scottsdale Education Center, Upon moving to California, Scottsdale Education Center became California College for Respiratory Therapy and operated in San Diego from 1977 to 1980, CCRT changed its name in 1983 to California College for Health Sciences (CCHS).

In May 2003, the College was purchased by California College, Inc. and became the newest member of a family of schools that includes the Stevens-Henager Colleges in Utah and Idaho and the CollegeAmerica schools in Colorado, Wyoming, and Arizona. At that time, the name of the institution was changed to California College San Diego.(California College San Diego),

Independence University

Founded in 1978 as California College for Health Sciences and now known as Independence University, our institution has dedicated itself for more than 30 years to providing distance education to working adults. In 2005, CCHS became Independence University, a name that more accurately reflects the institution’s broader range of programs and its philosophy that education should lead to greater independence.

In 2010, Independence University merged with its affiliated institution, Stevens-Henager College, becoming a branch of Stevens-Henager College.

California

On-Line CampusFor all Three Schools

1.3 Demographics

References 1.4

1.5 Creative Brief

Creative Brief 1.5

The Right College

The Right Degree

The Right Career

The Right Time

R i g h t N o w !

2.0Creative Development

2.1 Competetive Survey 18

2.2 Mood Board 20

2.3 Logo Development 22

2.4 Print Media 24

2.5 Website 26

2.6 Motion Graphic 28

2.1Competetive Survey & SWOT

The Competition

The SWOT analysis for Stevens Henager college shows that they have a strong presence in the mar-kets that they are in. They have viable programs that meet the needs of students and employers within there markets. As they grow and develope into a university system it will be vital that they create a marketing plan and new logo that represents and promotes their strengths and unique educational products.

Stevens Henager College is losing market share due to being out sold in marketing material by its compitition and will need to develop a strong brand awareness to the community and businesses within its geographical areas of interest.

The greatest areas of growth lie in developing on-line programs that can be marketed nation wide and in buildingbusiness partnerships that will ensure that students and businesses can be matched for employment needs.

C M Y K R G B L A B

0 100 61 43 152 0 46 32 55 21

0 0 0 100 0 0 0 0 0 0

Pantone Process Black C

C M Y K R G B L A B

56 54 70 37 89 82 65 36 0 11

0 0 0 0 255 255 255 100 0 0

29 27 38 0 184 174 156 72 1 10

Secondary Pallett

Pantone 202 C

4 Current logos

Proposed logo

Color Pallette

2.2 Mood Board

Stevens-Henager CollegeRebranding CampaignTim Miller

Stevens-Henager College, College America, California College San Diego, and Independence University are reginal career colleges owned and operated under one corporation. They are perceived as small reginal schools, and not a cohesive brand. The absence of a unified brand identity creates a market weakness that drives many students to choose other educational instituitions and have prevented the brand from growing into a strong unified brand. The campaign project will unify the four separate brands and created one unified brand named, Capstone University.

The Capstone University brandmark is an arch with a red center stone that capitalizes on the concept of education being like a capstone in architecture, it is the crowning piece of an arch, the center stone that holds the arch together. Capstone University will play a similar role in providing the strength and direction a student needs to gain career, personal, finanancial, and other lifelong benefits.

The new brand name and supporting materials will reinforce the value of education as a crowning achievement in the life of the student. The campaign will refocus the brand as a nationwide university, expand campus and online programs, and increase the student populations in an effort to increase revenue.

TOOL BOX

Typography

Capstone University

Gill Sans was designed to function equally well as body or display text. The logo is designed in this typeface because of it’s ability to be easily read. Body text will use the typeface Adobe Caslon Pro which is an ols style serif font that shares the characteristics of Dutch Baroque types.

Images & Textures

2.3 Logo Development

Logo Development

2.4 Print Media

Print Media

2.5 Website

website

2.6 Motion Graphic

Motion Graphic

3.0Style Guide

Filler Page

3.1 Introduction 34

3.2 Capstone Logo 35

3.3 Clear Space 35

3.4 Color 36

3.5 Typography 37

3.6 Tagline 38

3.7 What not to do 39

3.8 Applications

Stationery 40-47

3.0Style Guide

Brand Style Guide05.05.2011

Table of Contents

Introduction 3

Capstone University Logo 4

Clear Space 5

Color 6

Typography 7

Slogan 8

What not to do 9

Application of Logo

Stationery 10

Business Cards 11

Letterhead 12

Sample Letterhead 13

Envelope 14

Advertising 15

Schools Within the University 16

For Futher Questions 17

33

Brand Style Guide

Introduction

The Capstone University brand is a distinct identity designed to emotionally connect with students, alumni, business partners, and the public. This connection separates Capstone University from competitors and creates a visual and perceptual image that creates value and brand loyalty with our target audience.

In order for Capstone University and its partners to maintain the visual integrity of the brand, we have developed this style guide as a tool that will ensure the proper application of the logo, colors, and typography at all times. This Capstone University Brand Style Guide provides samples and directions that will guide you as you apply the logo in a variety of applications.

We are dedicated to the consistent application and precise production of the logo. This will allow us to create a unique and effective visual style that will build public awareness of the university. For futher information or if you have questions, please contact Tim Miller at: tim.miller@capstone university.edu.

34

Brand Style Guide

Capstone University Logo

The Brandmark

The Capstone brandmark is an arch with a red center stone and equally spaced black horizontle line.

The Capstoe University logo should ideally appear on a white background and maintain the color pallette at all times for the best impact and clarity. A one inch white space around the logo should be maintained at all times. If the logo is placed on a dark background one of these three white shapes may be used to maintain the integrety of the logo.

Brandmark

Logotype

The Logotype

The Capstone Logotype is made of the words, “Capstone University” in uppercase. The typeface is Gill Sans.

Equal Space

Text aligned with flat portion of the brandmark on both sides

Rectangle

Oval

Combination

The Oval cutout is not part of the logo but helps build contrast with the logo and should be used whenever practicle. The logo should be centered over the oval cutout with the bottom of university and the two points aligned.

35

Brand Style Guide


Colors

Black and red are the traditional color for Capstone University. The color pallette is an essential element of the logo designed to maintain a consistent identity for the university.Capstone University has sellected PMS 202 C and Pantone Process Black C as its official colors.

The secondary pallette is designated as complimentary colors that may be combinedin the production of design projects.

C M Y K R G B L A B

0 100 61 43 152 0 46 32 55 21

0 0 0 100 0 0 0 0 0 0

Pantone 202 C

Pantone Process Black C

C M Y K R G B L A B

56 54 70 37 89 82 65 36 0 11

0 0 0 0 255 255 255 100 0 0

29 27 38 0 184 174 156 72 1 10

Primary Pallette

Secondary Pallette

36

Brand Style Guide

Primary Pallette

Secondary Pallette


Typography

Gill Sans

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ12345678910

The secondary typography for printed material is Adobe Caslon Semibold. This is designated as complimentary typography for body text using a serif typeface.

Adobe Caslon Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ12345678910

(BOLD)

(SemiBold)

37

Brand Style Guide


Slogan

The slogan for Capstone University is “A Better Education, A Better Choice”. The slogan is not part of the logo and is not required in all instances. When the slogan is used next to the logo, The height is aligned with the top of the bar and the bottom of the word university.

When the slogan is used seperately from the logo it may be sized appropriately with the design. The shape of the slogan should be maintained in order to convey a consistent message.

38

Slogan Typeface is “Adobe Caslon Pro”

Brand Style Guide


What not to do with the logo.

Place logo over an image Place logo over a dark background

Change the color pallette

The Capstone University logo is the primry visual identification thatrepresents the university. In order to maintain the integrity of the brand, the logo should always appear on a white background. The color pallette should never be changed or adapted to fit with other backgrounds.

39

Brand Style Guide


Stationery

The placement of the logo on the stationery set demonstrates how the branding process can be used to provide a strong, consistent identity for both internal and external communications. Many people will be exposed to the brand for the first time through the business card, letterhead, and envelope. The guideline shows how consistent design will promote the Capstone University brand.

40

Brand Style Guide


Stationery

DoublesidedBusiness Cards

NameTitle

PhoneFax

email

Size 3.5” by 2”

White= 3.5” by 1” Red= 3.5” by 1” oval

Text: Adobe Caslon Pro 9 pt/ 10.8 Leading

Logo centered in white oval of the card

John DoeInstructor

41

Brand Style Guide

Ph: (801) 123.4567 Fax: (801) 123.4567email: [email protected] South Sandhill Rd.Orem, Utah 84058

John DoeInstructor

Front: Logo Only

Back: Name positionInformation


Stationery

Letterhead All letterhead have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 2.125” wide by 10” high with a 0.5” cutout.

1476 South Sandhill RoadOrem, Utah 84058

Size 8.5” by 11”

10”9.5”

0.5”

Dear Sir,0.

5” Start letter 0.5” from red sidebar

2.25”

0.5”

42

Brand Style Guide


Stationery

Envelope All envelopes have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 3.25” wide and the height is centered between the red and white with an oval cutout.

1476 South Sandhill Road Orem, Utah 84058

Number 10 Envelope (=4.125” by 9.5”)

0.5”

Cen

tere

dC

ente

red

Logo and address centered3.25”

43

Brand Style Guide



Letterhead Guide

In order to maintain a consistent style when sending correspondence within or out of the university, it is important to use the stationery guidelines below.

Ms. Anybody USA May 10, 2011President XYZ Company 1234 Micky Mouse Drive

Dear Madam,

This letter is an example of the letterhead style guide. The date is typed near the top right side of the page. The recipients name and address is typed in top left side of the letter and aligned with the top of the red sidebar. The paragraphs may be block or indented with double spacing between paragraphs. The salutation is double spaced below the inside address and below the body of the letter. The complimentary close is typed near the right side of the page, two lines below the body of the letter. The signature is aligned with the complimentary close. Truly Yours

John Doe Associate Dean

Tel 801.123.4567 • Fax 801.123.4567 • [email protected] South Sandhill Road

Orem, Utah 84058

Red Sidebar2.25”

Address Centered

Adobe Caslon10 Pt 11.2

leadig

0.5”

Contact info CenteredAdobe Caslon

10 Pt 11.2 leadig

44

Brand Style Guide



Advertising

The Capstone University logo must appear on all printed material, brochures, flyers,banners, and signs, that are being produced for advertising purposes. When ever practicle it should be accompanied by the red oval shape under it to create a consistent relationship.

* Exceptions The bottom of the Capstone logo should be aligned with the top of the oval points in most cases. Exceptions may be granted by approval of the University advertising department only.

Call Today To Learn About Exciting Career Opportunities

Call Today To Learn About Exciting Career Opportunities

Emporem. Andio inu samet fugiat duci v ndenis vsd n onsect usdae p orest lam se in poreperep et qui ditiam

faceribustis di simpore pratiae ctateca eperist dolorem. Delente nati resti dignis que apiciatquam autem fugia volupistium voluptatur, offic te nobisi ut eatquatur, seque poreium, sinis molecti blaut et

offici odignamus aEllum idente dipsapit adigenit, utem fugiaep erendirae num revcfd Quaepe raei mus exercienis assimin cus erum qui dolo runtia volupti onsequeeos vitintur aut eatem el max imende ipicabo.

Trifold Brochure

45

Billboard (Exception due to size)

Bus Wrap (Exception due to size)

Brand Style Guide


Schools within the University

School of Business

School of Education

46

Brand Style Guide

School of Technology School of Medical Science

Graduate School School of Graphic Arts

School of Business School of Education


For Futher Questions

If you have any fither questions about the the Capstone University brand, please contact he University advertisng department. Vector and reproduction quality images of the logo and style guide may be obtained at the university advertising department at (801) 375-5455 or email at [email protected].

47

Brand Style Guide

Filler page

4.0Solutions

4.1 Signage 50

4.2 Bil l Board 51

4.3 Bus Wrap 52

4.4 Promotional Items 53

4.5 Print Ads 54

4.6 Website 56

4.7 Student ID 58

4.1 Signage

Thousands of people walk or drive past the

University each day and the sign for the University is one

of the first things that catches their attention.

The sign is like a hand shake with the public and should

reflect an image that is inviting

and friendly. Brand awareness

and loyalty starts with creating

positive experiences each time

someone comes in contact with

the University.

A sign is one of the least

expensive forms of advertising

and needs very little upkeep.

4.2 Bill Board

4.3 Bus Wrap

Print ads for Capstone University placed in

magazines, flyers or posters are all placed to give a

positive image for the university and to reach out to

potential students. This will be a positive way to gain

new students and to build brand awareness.

4.4 Promotional Items

A great way to promote the university and to

create loyalty is with items that carry the Capstone logo.

They are a constant reminder and inexpensive way

to build awareness.

4.5 Print Ads






A Corporate University Educational Program

Capstone University

CAPSTONE UNI-

Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.

Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem

Capstone University

Retrain Yourself800 720-8108

Medical Business

Technology Graphic Design

Get Two Movie Tickets

Get Your Associate’s, Bachelor’s, or Master’s Degree

Faster

www.capstoneuniversity.edu 800 720-8108

Protect Yourself from the

Frightening Economic Storms

FlexibleClass

Schedules

Day, evening, & online classes starting every month.

Get A Laptop

for School

Use it while you study, keep it when you graduate.

Provo - Orem Campus

A Business Degree Helps You Have Good

Business Vision

Contact an Admissions Con-

sultant today and begin

classes giving you beneficial

business savvy and skills to see

more clearly in the business

jungle.Call 418-6632 or visit our campus at 1476 South Sandhill Rd., Orem

School of Business

Begin Learning Business Insights

Bachelor’s Degree in BusinessSee Real Business Success Master’s Degree in Business Administration

Capstone University

School of Business

Website

4.6 Website






Website

4.7 Student ID

The Designer

Tim Miller is the Associate Dean of the School of Graphic Arts atStevens-Henager College in Orem,Utah. He is passionate about the art of design and the power it has to communicate.

Challenging design projects like Re-Branding an established educationalgroup of colleges into a unified new brand is the perfect opportunity to push any designer.

This project is a great example of the power of design, to take a good instituition and make it a stronger unified brand that can reach a Nationwide Audience.

[email protected]

Image SourcesThese images were used in the Capstone University campaign and are solely to be used for comp purposes during the proposal process. If the client accecpts the proposal, then the client must purchase the license for:

1. Female College Graduate 1Bigstock Photo #4966421

2. Female College Graduate 2Istock # 000009254975

3. Man Needs JobBigstock Photo # 3848576

4. Homeless manBigstock Image # 530243

5. College Students 1Bigstock Image #16439000

6. College Student 2Bigstock Image # 16439000

7. Stevens-Henager CollegeOrem Campus © SHCRichard [email protected]

8. Male College Graduate 1©SHC [email protected]

9. Stevens-Henager College-Ogden©[email protected]

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Filler

Taking A University NationwideFiller

Documents

Miller_T_12.1.2aProject Book and Style guide