Branding Your College:
New Visual Identity
Marcie Dishman
Central Carolina Community College
PRIMA 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
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Created in late 1980s
Outdated design
Elementary elements
Triangles understood by internal audiences
Limited application on materials
Resistance to change
Transition to New Logo
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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 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)
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.
• Vision
Central 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
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Strategically sound (meets goals)
Flexible (size, color, and usage)
Appropriate (right for institution)
Advance brand
Durable (core design that can grow)
4. Logo Exploration
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Simplicity
Emphasis on “Central Carolina”
Color
Design, design, design!
4. Logo Exploration
Logo Assessment
4. Logo Exploration
Logo Assessment
5. Build Internal Support
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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
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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