BRAND
THE PERCEIVED EMOTIONAL
CORPORATE IMAGE AS A WHOLE
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IDENTITY
THE VISUAL ASPECTS OR VARIOUS
COLLATERAL PIECES THAT FORM
PART OF THE OVERALL BRAND.
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LOGO:
A DISTINCTIVE SYMBOL
OF A COMPANY, OBJECT,
PUBLICATION, PERSON,
SERVICE, OR IDEA.
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C74F4;;
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OBJECTIVE
TO CREATE AN INTEGRATED LOGO AND BRANDING CAMPAIGN FOR SAC STATE’S NEW
RECREATION & WELLNESS CENTER, THE WELL.
THE MARK MUST REPRESENT BOTH WELLNESS AND RECREATION AND BE ABLE TO
VISUALLY COMMUNICATE THE MISSION OF THE FACILITY TO ITS AUDIENCE.
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RESEARCH
THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES.
DIRECT AND IN-DIRECT COMPETITORS.
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RESEARCH
THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES.
DIRECT AND IN-DIRECT COMPETITORS.
DIRECT
MAJOR UNIVERSITIES
U.C. Davis
Chico State
University of the Pacific
San Jose State
Stanislaus State
Cal Poly
San Diego State
Long Beach State
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RESEARCH
THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES.
DIRECT AND IN-DIRECT COMPETITORS.
DIRECT
MAJOR UNIVERSITIES
U.C. Davis
Chico State
University of the Pacific
San Jose State
Stanislaus State
Cal Poly
San Diego State
Long Beach State
IN-DIRECT
FITNESS CENTERS
24 Hr. Fitness
California Family Fitness
Gold’s Gym
Anytime Fitness
YMCA
YWCA
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RESEARCH
THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES.
DIRECT AND IN-DIRECT COMPETITORS.
DIRECT
MAJOR UNIVERSITIES
U.C. Davis
Chico State
University of the Pacific
San Jose State
Stanislaus State
Cal Poly
San Diego State
Long Beach State
IN-DIRECT
FITNESS CENTERS
24 Hr. Fitness
California Family Fitness
Gold’s Gym
Anytime Fitness
YMCA
YWCA
IN-DIRECT
ROCK CLIMBING
Granite Arch
Sacramento Pipeworks
HEALTH CENTERS
U.C. Davis Health Center
Sutter Health
Kaiser Permanente
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FOCUS GROUPS
STAKEHOLDERS
DIRECTORS
STAFF
CAMPUS REPS.
FORMAL PRESENTATION
STUDENTS
8 STUDENTS
REPRESENTING RELATIVE PROGRAMS AND
GENERAL STUDENT POPULATION.
WORKSHOP ATMOSPHERE
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RESEARCH
Key Words:
STAKEHOLDER RESULTS
BALANCE
VITALITY
INNOVATION
MODERN
LIGHT
COLLABORATION
Key Words:
STUDENT RESULTS
BALANCE
HUB
ACTIVE
PROGRESSION
STABILITY
PLAYFUL / INVITING
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THIS LIST OF VALUES BECAME OUR
GUIDE FOR DEVELOPING CONCEPTS.
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THE VAULT
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No content
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No content
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No content
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THE RESULTS
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323
83
THE RESULTS
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323
83
79.56%
20.44%
THE RESULTS
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WINNER CHICKEN DINNER
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IDENTITY
STANDARDS
Version 1.1 Fall 2009
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BASIC STANDARDS
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Symbol/Mark
Logo–type
Tagline/Identifier
Signature/Logo
SIGNATURE
The Well signature is a combination of three elements, coming together to expressly
represent the mission of the facility to it’s audience. The symbol conveys a sense of
motion and unity while the three arches directly relate to the mission statement.
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= X
CLEAR SPACE
For the signature to communicate effectively, it should not be crowded or over–
whelmed by any other elements. “Clear space” refers to the area surrounding the
signature that should be kept from visual distraction.
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CLEAR SPACE
For the signature to communicate effectively, it should not be crowded or over–
whelmed by any other elements. “Clear space” refers to the area surrounding the
signature that should be kept from visual distraction.
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COLOR VARIATIONS
A preferred two–color version of the signature
has been developed for most applications, with a
metallic alternate (872C) available for 4515C
5473C
4515C
*872C
Teal–Green
Gold
Metallic Gold
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576C 124C 511C 5463C
4545C 448C 5513C 471C
7475C 7515C 5535C 5575C
The secondary support palette (above) can be used in developing collateral for The Well.
These secondary colors may serve to organize, clarify and differentiate content as well as
emphasize details.
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TYPOGRAPHY
To maintain visual consistency across all of The Well’s marketing materials, please
use this typographic system whenever possible. These typefaces are available for
purchase online at: www.fontshop.com, www.lucasfonts.com & www.typography.com
GOTHAM HEADERS &
PULL QUOTES
GOTHAMBOOK
GOTHAMMEDIUM
GOTHAMBOLD
GOTHAMBLACK
GOTHAMLIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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TYPOGRAPHY
To maintain visual consistency across all of The Well’s marketing materials, please
use this typographic system whenever possible. These typefaces are available for
purchase online at: www.fontshop.com, www.lucasfonts.com & www.typography.com
WHITNEY BODY COPY &
SUBSECTIONS
WHITNEYBOOK
WHITNEYMEDIUM
WHITNEYBOLD
WHITNEYBLACK
WHITNEYLIGHT AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo 1234567890