Establishing a Brand On-Campus

Join us as we discuss the process of designing a logo and identity for The WELL at Sac State.We will use The WELL as a case study to demonstrate the process in establishing an effective brand on campus. We will include helpful tips in the creative process including our own personal successes and failures.

Transcript

1. ESTABLISHING A BRAND ON CAMPUS
2. A LOGO IS NOT A BRAND.
3. IT’S NOT YOUR IDENTITY.
4. BRAND THE PERCEIVED EMOTIONAL CORPORATE IMAGE AS A WHOLE
5. IDENTITY THE VISUAL ASPECTS OR VARIOUS COLLATERAL PIECES THAT FORM PART OF THE OVERALL BRAND.
6. LOGO: A DISTINCTIVE SYMBOL OF A COMPANY, OBJECT, PUBLICATION, PERSON, SERVICE, OR IDEA.
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8. 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.
9. RESEARCH THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES. DIRECT AND IN-DIRECT COMPETITORS.
10. 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
11. 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
12. 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
13. FOCUS GROUPS STAKEHOLDERS DIRECTORS STAFF CAMPUS REPS. FORMAL PRESENTATION STUDENTS 8 STUDENTS REPRESENTING RELATIVE PROGRAMS AND GENERAL STUDENT POPULATION. WORKSHOP ATMOSPHERE
14. RESEARCH Key Words: STAKEHOLDER RESULTS BALANCE VITALITY INNOVATION MODERN LIGHT COLLABORATION Key Words: STUDENT RESULTS BALANCE HUB ACTIVE PROGRESSION STABILITY PLAYFUL / INVITING
15. THIS LIST OF VALUES BECAME OUR GUIDE FOR DEVELOPING CONCEPTS.
16. THE VAULT
28. THE RESULTS
29. 323 83 THE RESULTS
30. 323 83 79.56% 20.44% THE RESULTS
31. WINNER CHICKEN DINNER
34. IDENTITY STANDARDS Version 1.1 Fall 2009
35. BASIC STANDARDS
36. 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.
37. = 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.
38. 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.
39. 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
40. 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.
41. 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
42. 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
47. CALENDAR
48. 7 DIMENSIONS
49. IM POSTERS
50. WEBSITE
51. C70=:H>D 0=H@D4BC8>=B.