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
   

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2. A LOGO IS NOT A BRAND.
   

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3. IT’S NOT YOUR IDENTITY.
   

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4. BRAND
   THE PERCEIVED EMOTIONAL
   CORPORATE IMAGE AS A WHOLE
   

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5. IDENTITY
   THE VISUAL ASPECTS OR VARIOUS
   COLLATERAL PIECES THAT FORM
   PART OF THE OVERALL BRAND.
   

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6. LOGO:
   A DISTINCTIVE SYMBOL
   OF A COMPANY, OBJECT,
   PUBLICATION, PERSON,
   SERVICE, OR IDEA.
   

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7. C74F4;;
   

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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.
   

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9. RESEARCH
   THE COMPETITION WAS BROKEN INTO TWO SEPARATE CATEGORIES.
   DIRECT AND IN-DIRECT COMPETITORS.
   

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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
    

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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
    

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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
    

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13. 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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14. 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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15. THIS LIST OF VALUES BECAME OUR
    GUIDE FOR DEVELOPING CONCEPTS.
    

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16. THE VAULT
    

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28. THE RESULTS
    

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29. 323
    83
    THE RESULTS
    

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30. 323
    83
    79.56%
    20.44%
    THE RESULTS
    

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31. WINNER CHICKEN DINNER
    

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34. IDENTITY
    STANDARDS
    Version 1.1 Fall 2009
    

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35. BASIC STANDARDS
    

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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.
    

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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.
    

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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.
    

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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
    

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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.
    

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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
    

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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
    

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47. CALENDAR
    

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48. 7 DIMENSIONS
    

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49. IM POSTERS
    

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50. WEBSITE
    

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51. C70=:H>D
    0=H@D4BC8>=B.
    

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