Taking A University Nationwide
TABLE OF CONTENTS
CONTENTS
1.0 Research
04
1.1 Research Paper 08 1.2 Company Over view 10 1.3 Demographics 12 1.4 References 13 1.5 Creative Brief 14 2.0
Creative Development
2.1 Competitive Sur vey 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 Color 36
TABLE OF CONTENTS
3.4 Typography 37
3.5 Slogan 38
3.6 What not to do 39 2.0 Creative Development
1.0 Research
3.7 Stationer y 40
3.8 Business Cards 41
3.9
Letterhead 42
3.10 Letterhead Sample 43
3.11 Envelope 44
3.12 Advertising 45
3.13 Schools Within 46
3.14 Further Questions 47
4.0 Solutions
4.1 Signage 50
4.2 Bill 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
05
Success is the achievement of an idea
1.0
Research
1.1 Research Paper
08
Company Over view
10
1.3 Demographics
12
1.4 References
13
1.5 Creative Brief
14
1.2
1.1 Research Paper
08
1.1 Research Paper Abstract Stevens-Henager College, College America, California College San Diego and Independence University are four career colleges operated under one corporation owned by Carl B. Barney. These schools form an educational enterprise that stretches across Utah, Idaho, Colorado, Arizona, Wyoming and California. The combined strength of the brands total seventeen campuses and a student population of nearly 10,000. Carl Barney’s organizational goal is to be the biggest and best schools in each of these geographical areas. and to offer Associate, Bachelor, and Master degree programs in a variety of career fields. The colleges have been very successful but recognize the inherent problem of having four separate brand idintities that create a weaker market position and confusion with a national brand. This campaign is about re-branding these four institutions into one unified brand that creates a corporate identity that will set them apart from competing schools and strengthen them as a nationally recognized brand. The corporation presently 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 small, local colleges and weakens the market position that they could create. The corporation is ready to create an identity that effectively tells the world who they are, what they do and what they have to offer while at the same time establishing a relevant position as a national education brand. The goal is to create a stronger brand that will emotionally connect with the public by defining its unique selling propositions and a comprehensive marketing campaign.
1.1 Research Paper
09
The Importance of a Unified Brand
2.0 Creative Development
1.0 Research
You can be the very best in the world at your business, but if no one knows about 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 consumers because it offers a product that meets their needs and improves their life. B2B International Business, commissioned by one of the United Kingdoms largest universities, 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 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. A great brand becomes part of society that is recognized and loved by consumers because it offers a product that improves their life. “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
The psychological needs of consumers require them to find a university that offers them the best benefit for their money and one that they can be proud to graduate from.
Stevens-Henager College Utah Idaho
College America Colorado Arizona Wyoming
California College San Diego Independence University California Online
1.2 Company Over view
10
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 OgdenCollegeAmerica West Haven, and branches were established in Provo, Utah, in June 1978; Salt Lake City, Utah, in August 1999; Logan, In 1998, CollegeAmerica became a degree-granting Utah, in October 2001; and in Boise, Idaho, in April 2004. school in Northern Arizona, offering Associate degrees in Computer Technology, and Business Management. Today, Stevens-Henager College is known for its high educational standards. Academic majors are designed In 2002 the college added the Medical Specialties program specifically to meet the changing trends and requirements and started offering a Bachelor degree in Computer of the business and medical employment markets. Business, Science, Business, and Accounting. technical, and medical leaders have come to recognize Stevens-Henager graduates for their superior training and CollegeAmerica has campuses in Flagstaff and Phoenix, their outstanding professionalism. 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. Just as Stevens-Henager College, CollegeAmerica is also known for its high educational standards. Academic majors are also 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
COLLEGEAMERICA Established 1964
Independence University
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),
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 it’s affiliated institution, Stevens-Henager College.
1.2 Company Over view
California College San Diego
11
1.3 Demographics
12
1.3 Demographics Utah is demographically unique among states for a variety of reasons. The state’s population is younger and lives longer, and it has a higher number of persons per household than the nation as a whole. A hallmark of Utah’s demographic profile is its rapid rate of population increase. Education is a high priority for Utah residents, and college-educated workers are reaping the benefits of a strengthening job market. The national high school graduation rate is 70.1% with 63.3% of high school graduates going on to higher education degrees straight from high school.
59.3% Population ages 18-64
By going to college, graduates are open to many more opportunities in the workplace that they wouldn’t have had with just a high school education.While the financial burden of going to college is high on students, the overwhelming majority will see a huge return on their investment, which makes going to college more than worthwhile. Statistics for college graduates change regularly each year, as well as the cost of getting a college education.The costs associated with getting a college education have increased greatly in recent years, but students still nearly always see a positive return on investment. It is well known that on average the extra earnings a college graduate will receive far outweighs the tuition fees and all the other costs. On average college graduates earn around double the amount of high school graduates, again showing the advantage of getting a Bachelors degree. High school graduates - $1.2 million during their lifetime. Bachelors degree holders - $2.1 million during their lifetime. (Statistics On College Graduates)
1.4 References
1.4 References Juhlin, E. (2010). Grand strategy planning assignment. College America Services Inc. Postsecondary Enrollment of Non-Traditional Age Adults. (2005) NCHEMS Information Center for Higher Education Policymaking and Analysis. Retrieved from http://www.higheredinfo.org/dbrowser/index. php?submeasure=327&year=2005&level=nation& mode=map&state=0 Statistics on college graduates. (2011). Importance of College. Retrieved from http://www. importanceofcollege.com/statistics.html SWOT analysis. (2010). Mind Tools. Retrieved from http://www.mindtools.com/pages/article/ newTMC_05.htm Understanding high school graduation rates. (2009). Alliance for Excellent Education. Retrieved from http://www.all4ed.org/publication_material/ understanding_HSgradrates Wheeler, A. (2009). Designing Brand Identity: An Essential Guide for the Whole Branding Team.� 3ed New Jersey: John Wiley & Sons, Inc.
Quick Fact Check for Utah * Median age of the population
28.4 years
* % Population ages 18-64 18-24 25-44 45-64 * Medium age of workforce
59.3% 14.2% 28.1% 17.0%
* % of population ages 18-64 employed
64.7%
* Unemployment rate of ages 18-64
6.8%
* Population with High School Diploma
85.1%
*Population with a Bachelors degree
22.3%
36.2 years
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1.5 Creative Brief
1.5 Creative Brief BRAND NAME: Stevens-Henager College, College America, California College San Diego, and Independence University.
14
MISSION STATEMENT: The colleges are dedicated to helping students graduate and get a much better job sooner. TARGET AUDIENCE: Males and females ages 18-64 Education: high school and above People who want to pursue education as a way to better their life and want to focus on career development. POSITION STATEMENT: Stevens-Henager College, College America, California College San Diego, and Independence University are reginal career colleges owned and operated by one corporation with campuses in Utah, Idaho, Colorado, California, Arizona and Wyoming. They have established name recognition in those states but realize the weakness that is created by having four names instead of one unified brand name. UNIQUE SELLING POINTS: The four colleges are career colleges that focus on preparing students for employment. Each student receives a labtop computer to help with school work that is an excellerated program so that the student qualifies for employment sooner. Degree programs are built to meet the needs of busy day or evening students with classes available on campus or online to meet student needs. THE GOAL OF THIS PROJECT: To take the four colleges and create a new unified brand name and marketing strategy that will turn the colleges into a nationwide university.
WE WANT TO EVOKE THE FOLLOWING FEELINGS AND IDEAS: Quality: We provide a better education Prestige: A degree from this instituition is worthwhile and will be beneficial when looking for a job. Efficiency: The student will complete a degree sooner than at a traditional college. Clarity: Be clear in our message so the university can quickly build brand loyalty and recognition.
4 Colleges
10,000 students
13
Campuses
The Colleges are dedicated to helping students graduate and get a much better job sooner.
The Culture: The college succeeds by helping its students achieve success in career-oriented programs that culminate in satisfactory career placement The values are: Integrity, Knowledge, Excellence, Work, Service, Persistence, Focus, Passion
1.5 Creative Brief
We Are Dedicated To Helping Our Students Achieve Success
15
VISION Build a Stronger
Unified Brand
To be a nationwide university for students seeking a better life through education and training by having the best degree programs, the most efficient delivery systems, and the best faculty
“The person who gets the farthest is generally the one who is willing to do and dare.� -Dale Carnegie
2.0
Creative Development
2.1
Competitive Sur vey 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
2.1 Competetive Sur vey
18
2.1Competetive Survey & SWOT The Competition
Goal 2. Create a new brand name that will unify the four colleges
The SWOT analysis for Stevens-Henager College shows
and increase the brands strength as a national university.
that they have a strong presence in the markets that they
Design a branding strategy that will quickly create brand
are in. They have viable programs that meet the needs of
awareness and recognition as it transitions from the
students and employers within their markets. As they grow
current brand to the new brand.
and develop 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 competition
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 online programs that can be marketed nationwide and in building business partnerships that will ensure that students and businesses can be matched for employment needs. SWOT Analysis Goal 1. Analyze the current branding for Stevens-Henager College, College America, California College San Diego, and Independence University to assess the need for a name change that will unify the four colleges.
Strengths
Weaknesses
Thirteen campuses in four states
Weak marketing plan
Ten thousand students Strong staff and faculty Oldest and best established career college
Slow to develop an online program Slow to respond to market needs Need to develop community business partnerships Expensive tuition
Financially strong Classroom space Good reputation
The SWOT analysis for Stevens-Henager College shows that it has a strong presence in the markets that they are in. They have viable programs that meet the needs of students and employers within their 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 outsold in marketing material by its competition 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 both in developing online programs that can be marketed nation wide
Opportunities
Threats
Online education programs
Department of Education rules that favor public colleges
New programs that meet market needs Development of community business partnerships New campuses that open markets Growth due to economic needs of the unemployed
Economic disasters Media bias
and in building business partnerships that will ensure that students and businesses can be matched for employment needs. Action 1 Rebrand Stevens-Henager College, College America, California College San Diego, and Independence University into one national brand university.
Title 4 money being withdrawn from government Changing technology Unemployment
2.1 Competetive sur vey
SWOT ANALYSIS SUMMARY
Action 2 Develop a national branding campaign that will build recognition and loyalty for the new university.
19
2.2 Mood Board
20
2.2 Mood Board Stevens-Henager College Rebranding Campaign Tim Miller
4 Current logos
Stevens-Henager College, College America, California College San Diego, and Independence University are regional career colleges owned and operated by 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 has prevented the brand from growing into a strong unified brand. The campaign project will unify the four Proposed logo 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
Color Palette Pantone 202 C
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
C
M
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K
R
G
B
L
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0 100 61 43
152 0 46
32 55 21
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Pantone Process Black C
needs to gain career, personal, finanancial, and other
0
0 100
0
0
0
0
A
B
lifelong benefits.
The new brand name and supporting materials will reinforce the value of education as a crowning
Secondary Palette
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M
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56 54 70 37
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89 82 65 36
0 11
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
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0 255 255 255 100 0
29 27 38 0
184 174 156 72
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student populations in an effort to increase revenue.
92 54 34 11 4 99 128
38.3 -17 -24
2.2 Mood Board
TOOL BOX
21
Typography Gill Sans was designed to function equally well as body or display text. The logo is designed in this typeface because of its ability to be easily read. Body text will use the typeface Adobe Caslon Pro which is an old style serif font that shares the characteristics of Dutch Baroque types.
Gold Gradient Map Position 0.562 25.28 59.55 87.7 100
C M Y K 2 20 94 0 0 0 25 0 20 40 96 7 0 7 51 8 0 0 25 0
2.3 Logo Development
22
2.3 Logo Development A critical starting point for logo development is a well defined brand. The logo is not the brand but acts as the introduction and face of the brand. The first step in designing a logo is to clearly define the brand and to develop the logo with everything else the company represents. The logo should reflect the essence of the brand based on its position in the marketplace, the brand promise, and what the business stands for and believes in. The Capstone University logo was designed to capture the brand essence in several ways:
different than other logos—especially with other colleges and universities who share the same marketspace or target audience. The goal was to strengthen the organization’s uniqueness and to create a style that would present a face to the brand that would capture the brands essence.
1. Thumbnails
• The logo was designed to be simple and readable. The viewer should immediately be able to understand the brand through the mark itself. The challenge is to create a logo that is simple and immediate without being boring or institutional. • The logo should convey a sense of the personality of the brand. The typography, the symbols, the shapes, and the color palette all communicate the brand behind the logo. • The logo should express the appropriate tone and voice that articulates the brand strategy. The Capstone University logo becomes the face of the brand and creates a reputation that builds brand recognition and loyalty in the marketplace.
2. Comps CAPSTONE UNIVERSITY
• The logo should be flexible and work well on a wide variety of mediums—not just on letterhead and business cards. It should work in all mediums, on light or dark backgrounds, large or small formats, web, and full-color printing. • The Capstone University logo was designed to look
UNIVERSITY
UNIVERSITY
U N I V E R S I T Y
CAPSTO NE UNIVERSITY
2.3 Logo Development
3. Final Selection
23
Color Choice Black is authoritative, powerful and
U N I V E R S I T Y
A Brand That Endures
more sophisticated. Red is recognized as a stimulant, and is inherently exciting. It creates energy and as an accent can immediately focus attention on a particular element. The color red increases enthusiasm and encourages action and confidence in the University. Gold symbolizes wealth used wisely, but it is also the symbol of good health. It symbolizes wealth and success.
1. Clear 2. Bold 3. Unique 4. Sophisticated
2.4 Print Media
2.4 Print Media Print media is considered to be one of the most effective and best forms of advertising in the industries today. Capstone University will be able to use print media to
24
reach its target audience with a wide array of options, such as direct mail, newspapers and magazines. Advantages of Print Media One of the advantages of using newspapers and magazines is that they have a loyal readership. If you are targeting a particular geographical area, you can advertise Capstone University programs and events in order to create interest and build brand recognition. This form of advertising makes it easy to control your advertisng budget, size of the advertisement, and the time frame for the ad to run. Direct mail is a great way to advertise because it enables you to engage directly with the audience - whether they are prospective students or existing students. Most people look forward to receiving their daily mail, and a postcard from Capstone University is an easy, affordable way for the university to advertise and recruit new students. Direct mail offers these benefits: It’s Targeted Direct mail can focus on an individual or a small geographic area that are more likely to respond to your offer. It’s Personal Direct mail can address the customer by name, speak to them individually, and appeal to their interests. And when
customers feel that you understand their needs, they’re more likely to respond. It’s Flexible From letters to postcards to brochures, direct mail is an inexpensive and easy way to create brand awareness into a campaign. You can get your audiences attention by including a special offer or free sample in the envelope. It’s a Physical Reminder Direct mail allows you to physically place your message in the hands of your target audience and encourages interaction.
A powerful call to action can make an
unforgettable impression. It’s Measurable and Cost Effective Advertising budgets are sometimes hard to track to determine their effectiveness. Direct mail gives you an easy way to track the success of your campaign. Counting the inquiries you receive directly as a result of the mailers makes it easy to analyze your results,
2.4 Print Media
Capstone University Print Campaign
Direct Mailers Brochures
Newspaper
Banners
Magazines
Flyers
Posters
Personalised Measurable Confidential Cost Effective
Direct Mail
Target Perspective Students and motivate them with special offers
One-to-one, Targeted and Relevant
Track ROI, Return on Investment
Allows perspective students to learn about the school at home
Lower Cost Per Piece than other media
25
2.5 website
2.5 Website The Capstone University website is designed to
A university website is not only a portal for information
establish an internet presence and becomes a main line of
but becomes a powerful tool for admissions and customer
communication between the university and its customers. service to find new perspective students. With a strong 26
The technical, aesthetic, and functional criteria for the site
call to action, customers will call you to learn more about
focuses on the user and is designed as a portal to provide
opportunities at Capstone University.
information, support, and motivation to choose Capstone University over a competitor.
Main Goals: To build brand awareness.
The website continues with the look and feel of the
To inform users.
campaign to create continuity and becomes an extension
To build a community.
of the current advertising campaign. One of its main goals
To reduce support and customer service costs.
is to enhance Capstone University’s professional image
To reach a broad audience with a message.
and to create a favorable impression with users. As a new
To attract new students.
brand, Capstone University will need to quickly establish
To attract attention.
public awareness of the brands name to strengthen it’s
To build trust.
position in the industry.
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offering the in-demand degrees and programs to get you to where you want to be.
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The road to success starts with our high-–value,
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History of Capstone University Capstone University was founded in Salt Lake
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combining Stevens Henager College, College America, Independence University, and Community College San Diego. The Universities purpose is to teach subjects that place graduates in a position to find employment opportunities and learn life long skills. The history of the four combined schools make it one of the oldest and most respected schools in Utah and the North West.
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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
Masters in Business Administartion Enhance your proficiency as a business professional by earning your MBA from Capstone University. This comprehensive program is focused on helping you become a competent leader and manager in a variety of business settings by helping you increase your skills in organization dynamics, corporate finance, statistics, communication, and more. Master of Science in Healthcare Administration
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Capstone University takes pride in offering career educational programs in a convenient manner that meets the needs of today's busy adult. Instead of having to wait for a new semester to start as you would at a traditional college, we offer monthly starts so you can begin—and finish—your degree plan quickly. You can also choose from online, on-campus, and hybrid programs that fit your lifestyle, and you can take advantage of the exceptional assistance you'll receive every step of the way, from enrollment to graduation and beyond.
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$ 5,550 per school year Subject to change July 1st 2011
For undergraduates with exceptional financial need Priority is given to Federal
Amounts vary depending on school’s allocation.
Money is earned while attending school, does not have to be repaid.
For undergraduates with exceptional financial need Priority is given to Federal Pell Grant recipients.
No annual maximum.
Federal Perkins Loan How to apply
Loan: Must be repaid
Five percent loans for both undergraduate and graduate students. Paymenent is due to the school that made the loan.
$5,500 for undergraduates $8,000 for graduate students
Subsidized Stafford Loans How to apply
Loan: Must be repaid
Subsidized: U.S. Department of Education pays interest while borrower is in school and during grace and deferment periods.
$ 3,500 to $8,500 depending on grade level.
Unsubsidized Stafford Loan How to apply
Loan: Must be repaid U
nsubsidized borrower is responcible for interest during life of the loan.
$4,000 to $18,5000 depending on grade level (If you do not qualify for subsidized Stafford loans) .
Federal Plus Loan How to apply
L oan: Must be repaid
Available to parrents of dependent undergraduate students.
C ost of attendance minus any ther financial aid the student o receives .
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ABOUT CAPSTONE UNIVERSITY
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Undergraduate Admission Financial Aid Graduate Students MBA or Executive Education Online Education
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
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History Locations Mission statement From the President Capstone Facts estimonials T
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About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education Masters of Science in Nursing Administartion Administrative and leadership roles in the healthcare industry require knowledge of management, organizational theory, ethics, legal issues, and the delivery of healthcare systems. This program is designed to give you the proficiency you need in these areasot make a difference in the nursing community and better serve th e overall health delivery system. Focus is also placed on health policy, information systems, and the management of human , material, and fiscal resources. As a graduate of this program, you can be ready for entry-level positions in management of nursing personnel in a variety of healthcare fields.
Search Masters of Science in Nursing Education A Master of Science in Nursing Education can give you th e credibility you need to be an inspiration to others as a competent , compassionate, and effective healthcare delivery professional. This program gives you the opportunity to not only guide futur e healthcare professionals, but also allows you to confront concerns about the issues and challenges that nurses face in our changin g and complex healthcare system.
. The Master of Science in Healthcare Administration can give you the
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d v eritable job machine," observing that "Utah is emerging as one of the nation's premie r high-tech meccas," with more software
What Sets Us Apart
At Capstone University, our mission is to provide the real-world knowledge and skills necessary to start a career in today's marketplace. We strive to ensure that our students achieve success in our career training programs and that their success will culminate in entry-level or mid-level employment or advancement in their current career field. We do this by assisting our students through the practical challenges encountered in the workplace and providing them with degree programs that can help them gain a greater understanding of their field, so they can achieve a rewarding career.
Program Details
G rant: Does not have to be repaid.
Federal Supplemental Educational Opportunity Grant (FSEOG How to apply
of the Salt Lake City/Murray campus, which was established in August 1999, and has earned a reputation for producing competent, professional graduates who are prepared for the many opportunities Salt Lake City has to offer. In fact, US News an World Report recently called Utah " a
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
Our Mission
T ype of Aid
Federal Pell Grant How to apply
Healthcare Programs
PICTURES
City, Utah, in September 2010 as a result of
Search
Federal Student Aid Program
Capstone University Online is a division
Capstone University.
TESTIMONIALS
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
TESTIMONIALS
Search
you the opportunity to help your family and opportunity to have the kind of life and career
Apply For Financial Aid
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
Bachelor of Science in Healthcare Administration Bachelor of Science in Nursing Bachelor of Science in Respiratory Therapy Associate of Science in Nursing (RN) Associate of Science in Respiratory Therapy
and skills to succeed. But above all, it gives
aps apstone Virtual Tour rts & Events ampus Calendar ews & Media isiting Capstone
PICTURES
Healthcare Programs
A strong education gives you the knowledge
ON CAMPUS M C A C N V
Tuition: Calculating Your Costs Because of the varying costs of tuition for each degree program, we are unable to provide exact tuition costs here on our website. However, we will be glad to personally discuss the costs of your program of choice with you. This also gives you the opportunity to learn about all the financial options that are available to those who qualify, including scholarships, grants, and more. You might be pleasantly surprised to find that college may be more affordable than you imagined. Our experienced advisors are eager to help you calculate all your costs and help find the right financing options that work for you, so give us a call now at 1-800-622-2640 and let us help.
ADMISSIONS
PROGRAMS
Undergraduate Admission Financial Aid Graduate Students MBA or Executive Education Online Education
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studies
ABOUT CAPSTONE UNIVERSITY History Locations Mission statement From the President Capstone Facts estimonials T
PICTURES
TESTIMONIALS
VIDEOS
PICTURES
ON CAMPUS Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
Go
2.3 Logo Development
2.6 Motion Graphic Video motion graphics are a great way to get the attention of your target audience and reach the large segment of web users who surf the
28
web to watch videos. This Capstone video is designed to capture the attention of all those that have been effected by the economy. It calls attention to those unlucky
UN PREPARED
enought to need a change in their life and offers them a better education and a better choice at Capstone University. Benefits of motion graphics: • users pay more attention to video than text
1. Time 03 Music: Soft piano background Description: Close up shot of man with need job sign.
4. Time:15 Music: Soft piano background Description: The word unprepared disolves in with the word fading out
• video leaves a longer lasting impression • video makes you look more professional
UN LUCKY
• video helps you reach new customers • video ads allow you to target video networks
5. Time:19 2. Time 07 Music: Soft piano background Description: The word unlucky disolves in with the word starting small and growing larger.
Music: Soft piano background Description: Image of a unemployed person that disolves in and then goes from a long shot to a zoom in.
UN QUALIFIED
This graphic invites potential students to change their life at Capstone University.
6. Time:24 3. Time 11 Music: Soft piano background Description: Image of an unemployment line that disolves in and then pans from left to right.
Music: Soft piano background Description: The word unqualified disolves in with the word rotating as it zooms in.
2.3 Logo Development
Are You Ready To change Discover Your Life?
“Choosing Capstone University was the best choice I ever made! It was fun, convenient, and rewarding”. Lisa Chow
7. Time:28
10. Time:37
Music: Upbeat sound with various instruments Description: Close-up shot of a question, “Are you ready to change your life?” and the
Music: Upbeat sound with various instruments fading as she talks. Description: Close-up shot of a young lady ready to graduate, her voice comes on and she tells the audience that choosing Capstone University was the best choice she ever made.
word “Discover”.
Call Today
Capstone University
1-800 375-5455 www.capstoneuniversity.edu
8. Time:32
11. Time:41
Music: Upbeat sound with various instruments Description: Close-up shot of the Capstone University logo.
Music: Upbeat sound with various instruments. Description: A call to action that invites the audience to call today if they are ready to change
their life.
UN BEATABLE
U N I V E R S I T Y
9. Time:32
12. Time:45
Music: Upbeat sound with various instruments Description: The word unbeatable disolves in with the word zooming in from small to large.
Music: Upbeat sound with various instruments, sound fades out to end the animation. Description: Close-up shot of the Capstone University logo, which starts as a close up and then zooms partially out as the slogan comes on the screen. “A better education, a better choice”. The completed animation holds for three seconds as the logo and slogan holds on the screen and then fades out.
29
3.0
Style Guide
3.1
Introduction 34
3.2
Capstone Logo 35
3.3 Color 36 3.4 Typography 37 3.5 Slogan 38 3.6
What not to do 39
3.7
Stationer y 40
3.8
Business Cards 41
3.9 Letterhead 42 3.10 Sample Letterhead 43 3.11 Envelope 44
3.12 Advertising 45 3.13 Schools Within 46 3.14 Further Questions 47
3.0 Style Guide
3.0 Style Guide
32
Brand Style Guide 07.18.2011
2.3 Logo Development
33
Welcome to the Capstone UniversityBrand Style Guide Welcome to The Capstone University brand style guide. Here you will find descriptions and guidelines on how to work with the logo and other graphical elements, images and messages of the brand. The purpose of the brand style guide is to create a strong, consistent visual message that will communicate who the university is, avoid physical distortions and deviations from the designed character of the brand, and remind people that behind the brand is a university that invites trust and confidence.
We hope the guide answers most of your questions, if not, feel free to contact
us (Capstone University) so that effective use of the brand logo, design and expression generate a positive impact at all times.
3.1 Introduction
3.1 Introduction Introduction
This Capstone University Brand Style Guide provides samples and directions
The Capstone University brand is a distinct identity designed to
34
that will guide you as you apply the logo in a variety of applications.
emotionally connect with students, alumni, business partners, and the
We are dedicated to the consistent
Brand Style Guide
public. This connection separates
application and precise production of
Capstone University from competitors
the logo. This will allow us to create
Brand Style Guide
and creates a visual and perceptual
a unique and effective visual style that
image that creates value and brand
will build public awareness of the
loyalty with our target audience.
university. For further information or if you have questions, please contact
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.
Tim Miller at: tim.miller@capstone university.edu.
3.2 Capstone Logo
3.2 Capstone Logo Capstone University Logo
35 Brandmark Equal Space
Logotype Text aligned with flat portion of the brandmark on both sides
The Brandmark
The Logotype
The Capstone brandmark is an arch with a red center stone and equally spaced black horizontal line.
The Capstone Logotype is made of the words “Capstone University� in uppercase. The typeface is Gill Sans.
The Capstone University logo should appear on a white background and maintain the color palette 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, it should be positioned with a rectangle or oval background.
The oval cutout with or without gold is not part of the logo but helps build contrast with the logo and should be used whenever practical. The logo should be centered inside the oval cutout. The gold trim is not part of the logo but creates a feeling of wealth and the richness of the experience. When practical to the application, the gold should be used to enhance the logo.
3.3 Color
3.3 Color Colors
36
Black and red are the traditional color for Capstone University. The color palette is an essential element of the logo designed to maintain a consistent identity for the university. Capstone University has selected PMS 202 C and Pantone Process Black C as its official colors.
Primary BrandPalette Style Guide Pantone 202 C
C
M
Y
K
R
G
B
L
A
B
0 100 61 43
152 0 46 32 55 21
0
0
Pantone Process Black C
0
0 100
0
0
0
0
0
Secondary Palette
C
M
Y
K
56 54 70 37 0
0
0
R
G
B
L
89 82 65 36
A
0 11
0 255 255 255 100 0
29 27 38 0
184 174 156 72
B
0
1 10
92 54 34 11 4 99 128 38.3 -17 -24
Position 0.562 25.28 59.55 87.7 100
Gold Gradient Map C M Y K 2 20 94 0 0 0 25 0 20 40 96 7 0 7 51 8 0 0 25 0
The secondary palette is designated as complimentary colors that may be combined in the production of design projects.
Capstone University Logo
3.4 Typography
3.4 Typography
37
Typography
Gill Sans (BOLD)
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 (SemiBold)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ12345678910
3.5 Slogan
3.5 Slogan
38
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 separately 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.
Slogan Typeface is “Adobe Caslon Pro”
39
What not to do with the logo. The Capstone University logo is the primary visual identification that represents the university. In order to maintain the integrity of the brand, the logo should always appear on a white background. The color palette should never be changed or adapted to fit with other backgrounds.
Place logo over an image
3.6 Not to do
3.6 Not to do
Place logo over a dark background
Change the color palette
3.7 Stationer y
3.7 Stationery The Capstone University business stationery plays an important role in branding the university. It is an official
40
communication tool between the school and its students, faculty, suppliers, lenders and other business associates. Even in this day and age of internet and online communications, the need for custom stationery has not diminished. 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.
dhill Road 1476 South San 58 Orem, Utah 840
l Road 1476 South Sandhil Orem, Utah 84058
Logo centered in white oval of the card
41
Double sided Business Cards Size 3.5” by 2”
Front: Logo Only
John Doe
Instructor
John Doe
Instructor
Back: Name, position and contact information
Name
Title Phone Fax email
Ph: (801) 123.4567 Fax: (801) 123.4567 email: johndoe@capstone.edu 1476 South Sandhill Rd. Orem, Utah 84058
White Text in black portion of the card 1/4” left margin centered vertically Black= 3.5” by 1.25” Text: Adobe Caslon Pro
3.8 Business Card
3.8 Business Card
Red= 3.5” by .75” 9 pt/ 10.8 Leading
3.5 Slogan
3.9 Letterhead The Capstone Letterhead has the official logo on the top left side of the page, centered on two gold stripes, and the red and black bar
42
Start letter 0.5” from red sidebar
Size 8.5” by 11” 10” 9.5”
0.5”
1476 South Sandhill Road 1476 SouthUtah Sandhill Road Orem, 84058 Orem, Utah 84058
2.25”
0.5”
0.5”
going down the left side of the page.
Letterhead Guide
43
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 President XYZ Company 1234 Micky Mouse Drive
May 10, 2011
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 recipient’s 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
Sidebar 2.25” Address Centered Adobe Caslon 10 Pt 11.2 leading
1476 South Sandhill Road Orem, Utah 84058
3.10 letterhead Sample
3.10 Letterhead Sample
Tel 801.123.4567 • Fax 801.123.4567 • jpdoe@capstone.edu
Contact info Centered, Adobe Caslon10 Pt
3.11 Envelope
3.11 Envelope The Capstone University Logo is centered in a white background with a
44
gold oval trim.The oval is centered on two gold lines 3.25 inches wide.The gold lines are1.375” below the top of the envelope
Number 10 Envelope
1.375”
Logo Centered
Address .25” from bottom
SouthSandhill Sandhill Road 14761476 South Road Orem, Utah 84058 Orem, Utah 84058
Logo and address centered 3.25”
(=4.125” by 9.5”)
The Capstone University logo must appear on all printed material, brochures, flyers, banners, and signs, that are being produced for advertising purposes.Whenever practical it should be accompanied by the gold oval shape to create a consistent relationship.
Capstone University School of Business
A Business Degree Helps You Have Good
Business Vision
Begin Learning Business Insights Bachelor’s Degree in Business See Real Business Success Master’s Degree in Business Administration
A Better Education A Better Choice
Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.
School of Business
Emporem.
A
A
Choice
Call Today 800.356-5455
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Call 418-6632
or visit our campus at 1476 South Sandhill Rd., Orem
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Trifold Brochure
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.
3.12 Advertising
3.12 Advertising
45
3.13 Schools Within
3.13 Schools Within Schools Within the University
46 Each school within the university may individualize the card to identify which school they are associated with.
School of Technology
Graduate School
School ofofBusiness School Medical Science
School of Business School of Education
School of Graphic Arts
School of Education
3.14 Futher Questions
3.14 Futher Questions
47
For Futher Questions
If you have any further questions about the the Capstone University brand, please contact the University advertising department.Vector and reproduction quality images of the logo and style guide may be obtained at the Capstone University Advertising Department at (801) 375-5455 or email at advertisingdirector@capstone.edu.
4.0
Solutions
4.1
Signage 50
4.2
Bill 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
4.1Signage
4.1 Signage Thousands of people walk or
50
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.
2. One of the most cost-effective mediums of advertising. 3. Brand awareness and strong name recognition.
A Better Education A Better Choice
4. Colorful, creative and eye-catching ads have more impact. 5. Reaches out to thousands of people on a daily basis. 6.Targets a specific audience according to location. 7. Ads are not lost in the mix of competitor and editorials.
Advertising on a billboard sign is a preferred advertising medium that is
8. Messages are delivered continuously and frequently.
high-impact and cost-effective. With limitless possibilities for the design of the Capstone University billboard and the opportunity to advertise 24/7 to the traveling public, it will provide an effecient advertising medium to build brand awareness. Here are a few benefits of choosing billboard advertising over other media: 1. Billboard advertising grabs the attention of potential customers like no other form of advertising can.
9. Directs potential clients and customers to your place of business.
4.2 Bill Board
4.2 Bill Board
51
4.3 Bus Wrap
52
4.3 Bus Wrap
On average, the US population spends two hours per day on the road. Vehicle advertising generates up to 70,000 views per day and is far less expensive than traditional radio and TV advertising. A bus wrap in selected routes will allow you to target those areas that you would like in order to increase your admissions and creates a great way of building brand awareness.
A
A
Choice
Call Today 800.356-5455
A great way to promote the university and to create loyalty is with items that carry the Capstone logo. Promotional items are a constant reminder of the brand and an inexpensive way to build brand recognition. Top 5 Advantages Of Using Promotional Products: 1. Tangible: Promotes repeat exposures. 2. Impact is easily measured. 3. Complements other advertising media. 4. Flexibility: Can easily target different audiences. 5. Goodwill: Builds favorable perceptions. In 2007, businesses spent $19.6 billion dollars on promotional products. The big advantage that promotional products have over other advertising media is that the recipient almost always keeps the item and the advertiser then gets repeat exposure at no extra cost.
4.4 Promotional Items
4.4 Promotional Items
53
4.5 Print Ads
4.5 Print Ads Print ads for Capstone University placed in magazines, flyers or posters are all placed
54
to give a positive image for the university
Capstone University
and to reach out to potential students. This
A Corporate University Educational Program
will be a positive way to gain new students and to build brand awareness.
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 C A PSTO NE U NI-
1476 South Sandhill Rd., Orem
Capstone University Provo - Orem Campus
Protect Yourself from the
Frightening Economic Storms Retrain Yourself 800 720-8108
Get A Laptop for School
Use it while you study, keep it when you graduate.
Flexible Class Schedules
Day, evening, & online classes starting every month.
www.capstoneuniversity.edu
Get Two Movie Tickets
Get Your Associate’s, Bachelor’s, or Master’s Degree
Faster
Medical Technology
Business Graphic Design
800 720-8108
4.5 Print Ads
Capstone University
55
School of Business
A Business Degree Helps You Have Good
Business Vision
Begin Learning Business Insights Bachelor’s Degree in Business See Real Business Success Master’s Degree in Business Administration
Contact an Admissions Consultant today and begin classes giving you beneficial business savvy and skills to see more clearly in the business jungle.
School of Business
Call 418-6632
or visit our campus at 1476 South Sandhill Rd., Orem
4.6 Website
56
4.6 Website The website for Capstone University is designed using the color palette that has been used with the rest of the campaign and asks the user if they are ready to make a choice that will forever change their life. Consistency is an important element of the campaign and is designed to build brand recognition and loyalty. The logo and gold banding give the site a feel of wealth and prestige that help convey this message to the audience. Some of the key features of the site guide the reader to those questions most frequently asked by students. Areas that are typically searched are programs of study, degree’s offered, the admissions process, the history of the school, financial aid, and methods of study. There are several links to testimonials and videos that help motivate students to choose Capstone University as their choice of higher education. One of the main goals of the Capstone website is to grab the viewer’s attention and to build a highly effective websites that will invite students to call the school today. Clear messaging provides users with answers to initial questions.
Strong calls-to-action incite users to take the next step with you.
An intuitive user interface makes navigating the website a breeze.
Find out how you can start your new career today by calling an admissions counselor at (801) 375-5455 or visit our web site at capstoneuniversity.edu
4.6 Website
57
About Capstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
Search
Make a Choice Today That will Forever
ChangeYour life!
ADMISSIONS
PROGRAMS
ABOUT CAPSTONE UNIVERSITY
Undergraduate Admission Financial Aid Graduate Students MBA or Executive Education Online Education
Schools of Health Sciences School of Business School of Technology School of Graphic Arts School of General Studies School of Graduate Studeis
History Locations Mission statement From the President Capstone Facts Testimonials
TESTIMONIALS
VIDEOS
PICTURES
TESTIMONIALS
VIDEOS
PICTURES
ON CAMPUS M C A C N V
aps apstone Virtual Tour rts & Events ampus Calendar ews & Media isiting Capstone
Go
4.7 Student ID
4.7 Student ID Student ID Cards allow students to recieve many of the services that are available on campus as well as discounts to many events. Students can come to any campus Admissions & Records Office one business day after registering for classes to have a photo ID card issued. Students must present a valid state or federally issued photo ID, such as
58
a Driver’s License, to receive their permanent (will not expire at the end of each semester) Student ID card. Lost or stolen cards will need to be reported to an admissions office immediately, where a replacement card can be issued; a replacement fee will apply. ID cards for students taking only
Distance
Learning
Sue Harris
courses will be mailed. Student ID cards are only available through the Admissions & Records Office. The Student ID card is used for campus services such as libraries, testing centers, and computer labs. Each semester, after a student is registered for classes, their student ID card becomes valid for that semester. Contact an Admissions & Records Office at any campus with questions
about ACC Student ID cards.
Student Number: 97365-70
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The Brand
The Brand
59
The Designer
The Designer The Designer
60
Tim Miller is the Associate Dean of the School of Graphic Arts at
Stevens-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
educational group 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. 801.602.4696 matrixmedia1@yahoo.com
Image Sources
Imasge Sources
Image Sources These images were used in the Capstone University campaign and are solely to be used for comp purposes during the proposal process. If the client accepts the proposal, then the client must purchase the license:
61 1. Female College Graduate 1 Bigstock Photo #4966421
5
2. Female College Graduate 2 Istock # 000009254975 3. Man Needs Job Bigstock Photo # 3848576 4. Homeless man Bigstock Image # 530243
6
7
5. College Students 1 Bigstock Image #16439000 6. College Student 2 Bigstock Image # 16439000 7. Stevens-Henager College Orem Campus © SHC Richard Hartley@stevenshenager.edu 8. Male College Graduate 1 ©SHC jeff.thorne@stevenshenager.edu 9. Stevens-Henager College-Ogden ©richard.hartley@stevenshenager.edu 10. Girl on Computer Big Stock Photo # 2230114 11. Girl working at school Big Stock Photo # 6439945 12. Newspaper Big Stock Photo # 4023630
8
Taking A University Nationwide