Taking A University Nationwide
CONTENTS 1.0
Research 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 Competive 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 Clear Space 35 3.4 Color 36 3.5 Typography 37 3.6 Tag line 38 3.6 What not to do 39 3.8 Applications Stationer y 40 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
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
Abstract
Stevens-Henager College was established in 1891 and is one of the oldest colleges in Utah. It is a highly respected college that offers Associate, Bachelor’s, and Master’s degree programs in a variety of career fields. The college has been very successful in the Utah, Idaho, Colorado and California markets, and is ready to expand into a nationwide university system. This campaign is about re-branding Stevens-Henager Colleges into one brand, with a Unique Selling Proposition that will set them apart from competing schools as they grow into a nationally recognized brand. The college is presently set up as four separate brands: Stevens-Henager College in Utah and Idaho, College America in Colorado, Community College San Diego in California, and Independence University as the online campus. Due to the four separate brands in different markets, this creates a weak marketing position in each market and a need for a strong unified brand that the public can relate to. Because of the public perception that the individual campuses are local colleges only, this limits the ability to grow the corporation into a nationwide presence. This also limits each campus’s ability to reach its full student capacity and to send the desired message to the public. The college is ready to create one name that will unify the brand and emotionally connect with the public, to transition from a regional college into a nationally recognized university, to develop a unique selling proposition that will set it apart from its competitors and to create a comprehensive marketing campaign. One Unified Name The current brand Founded in Ogden, Utah in 1891 as the Intermountain Business College, Stevens-Henager College has the distinction of being one of the oldest colleges in the country. The school has undergone a number of name changes and has evolved into a multi-campus school with branches across the states of Utah and Idaho. The owner of the college has two other colleges, College America in Colorado and Community College San Diego in California. All three schools use a fourth name, Independence University to present their online degree programs. The corporation 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 a small local college and weakens the market position they could create.
Stevens-Henager College College America California College san Diego Independence University
This Campaign is about four Colleges that can be turned into a Stronger Unified Brand
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. “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 importance of a unified brand You can be the very best in the world at your business, but if no one knows 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 the consumer because it offers a product that meets their needs and improves their life. In a case study by B2B International Business, commissioned by one of the United Kingdoms largest universities they 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 psychological needs of the consumer require them to find a university that offers then the best benefit for their money and one they can be proud to graduate from.
A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that improves their life.
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 Ogden-West Haven, and branches were established in Provo, Utah, in June 1978; Salt Lake City, Utah, in August 1999; Logan, Utah, in October 2001; and in Boise, Idaho, in April 2004.
Utah and Idaho
Today, Stevens-Henager College is known for its high educational standards. Academic majors are 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 Stevens-Henager graduates for their superior training and their outstanding professionalism.
College America
In 1998, CollegeAmerica became a degree-granting school in Northern Arizona, offering Associate degrees in Computer Technology, and Business Management. In 2002 the college added the Medical Specialties program. and started offering a Bachelor Degree in Computer Science, Business, and Accounting. CollegeAmerica has campuses in Flagstaff and Phoenix 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. Today, CollegeAmerica is known for its high educational standards. Academic majors are 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
Arizona-Colorado-Wyoming
Company Overview
California
California College San Diego
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),
On-Line Campus For all Three Schools
Independence University
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 its affiliated institution, Stevens-Henager College, becoming a branch of Stevens-Henager College.
1.3 Demographics
References 1.4
1.5 Creative Brief
Creative Brief 1.5
The Right College The Right Degree The Right Career The Right Time Right Now!
2.0
Creative Development
2.1
Competetive 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
2.1Competetive Survey & SWOT The Competition The SWOT analysis for Stevens Henager college shows that they have a strong presence in the markets that they are in. They have viable programs that meet the needs of students and employers within there 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 out sold in marketing material by its compitition 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 on-line programs that can be marketed nation wide and in building business partnerships that will ensure that students and businesses can be matched for employment needs.
2.2
Mood Board
Stevens-Henager College
4 Current logos
Stevens-Henager College, College America, California College San Diego, and Independence University are reginal career colleges owned and operated under 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 have prevented the brand from growing into a strong unified brand. The campaign project will unify the four separate brands and created one unified brand named, Capstone University.
Proposed logo
Rebranding Campaign Tim Miller
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 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 needs to gain career, personal, finanancial, and other lifelong benefits. The new brand name and supporting materials will reinforce the value of education as a crowning 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 student populations in an effort to increase revenue.
Color Pallette 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
0
0
0
L
A
B
Pantone Process Black C
0
0 100
0
0
Secondary Pallett
C
M
Y
K
56 54 70 37 0
0
0
R
G
B
89 82 65 36
0 11
0 255 255 255 100 0
29 27 38 0
184 174 156 72
0
1 10
TOOL BOX
Typography Capstone University Gill Sans was designed to function equally well as body or display text. The logo is designed in this typeface because of it’s ability to be easily read. Body text will use the typeface Adobe Caslon Pro which is an ols style serif font that shares the characteristics of Dutch Baroque types.
Images & Textures
2.3
Logo Development
Logo Development
2.4
Print Media
Print Media
2.5
Website
website
2.6
Motion Graphic
Motion Graphic
Filler Page
3.0
Style Guide
3.1
Introduction 34
3.2
Capstone Logo 35
3.3 Clear Space 35 3.4 Color 36 3.5 Typography 37 3.6
Tagline 38
3.7
What not to do 39
3.8
Applications
Stationer y 40-47
Brand Style Guide 05.05.2011
Table of Contents Introduction 3 Capstone University Logo
Brand Style Guide
4
Clear Space 5 Color 6 Typography 7 Slogan 8 What not to do 9 Application of Logo Stationery 10 Business Cards 11 Letterhead 12 Sample Letterhead 13 Envelope 14 Advertising 15
Schools Within the University
16
For Futher Questions 17
33
Introduction The Capstone University brand is a distinct identity designed to emotionally connect with students, alumni, business partners, and the public. This connection separates Capstone University from competitors and creates a visual and perceptual image that creates value and brand loyalty with our target audience.
Brand Style Guide
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. This Capstone University Brand Style Guide provides samples and directions that will guide you as you apply the logo in a variety of applications. We are dedicated to the consistent application and precise production of the logo. This will allow us to create a unique and effective visual style that will build public awareness of the university. For futher information or if you have questions, please contact Tim Miller at: tim.miller@capstone university.edu.
34
Capstone University Logo
Brandmark
Brand Style Guide
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 horizontle line.
The Capstone Logotype is made of the words, “Capstone University� in uppercase. The typeface is Gill Sans.
The Capstoe University logo should ideally appear on a white background and maintain the color pallette 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 one of these three white shapes may be used to maintain the integrety of the logo.
Rectangle
Oval
The Oval cutout is not part of the logo but helps build contrast with the logo and should be used whenever practicle. The logo should be centered over the oval cutout with the bottom of university and the two points Combination aligned.
35
Capstone University Logo
Colors Brand Style Guide
Black and red are the traditional color for Capstone University. The color pallette is an essential element of the logo designed to maintain a consistent identity for the university. Capstone University has sellected PMS 202 C and Pantone Process Black C as its official colors.
Primary Pallette 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 Pallette
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
The secondary pallette is designated as complimentary colors that may be combined in the production of design projects.
36
Capstone University Logo
Brand Style Guide
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
37
Capstone University Logo
Slogan Brand Style Guide
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 seperately 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”
38
Capstone University Logo
What not to do with the logo. Brand Style Guide
Place logo over an image
Change the color pallette
Place logo over a dark background The Capstone University logo is the primry 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 pallette should never be changed or adapted to fit with other backgrounds.
39
Capstone University Logo
Stationery Brand Style Guide
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.
40
Capstone University Logo
Stationery Brand Style Guide
Doublesided Business Cards
Logo centered in white oval of the card
Size 3.5” by 2” Front: Logo Only
John Doe
Instructor
Back: Name position Information
John Doe
Instructor
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= 3.5” by 1”
Red= 3.5” by 1” oval
Text: Adobe Caslon Pro
9 pt/ 10.8 Leading
41
Capstone University Logo
Stationery Size 8.5” by 11”
All letterhead have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 2.125” wide by 10” high with a 0.5” cutout.
Start letter 0.5” from red sidebar
10” 9.5”
0.5”
0.5”
Letterhead
0.5”
Brand Style Guide
Dear Sir,
1476 South Sandhill Road Orem, Utah 84058
2.25” 42
Capstone University Logo
Stationery Envelope
All envelopes have the official logo printed in the top left side of the page centered above the red oval cutout. The red sidebar is 3.25” wide and the height is centered between the red and white with an oval cutout.
(=4.125” by 9.5”)
Centered
Number 10 Envelope
0.5” Centered
Brand Style Guide
1476 South Sandhill Road 1476 South Sandhill Road Orem, Utah 84058 Orem, Utah 84058
Logo and address centered 3.25”
43
Capstone University Logo
Letterhead Guide
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 recipients 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
1476South SouthSandhill SandhillRoad Road 1476 Orem,Utah Utah84058 84058 Orem,
Red Sidebar 2.25” Address Centered Adobe Caslon 10 Pt 11.2 leadig
Tel 801.123.4567 • Fax 801.123.4567 • jpdoe@capstone.edu
0.5”
Brand Style Guide
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.
Contact info Centered Adobe Caslon 10 Pt 11.2 leadig
44
Capstone University Logo
Advertising Brand Style Guide
The Capstone University logo must appear on all printed material, brochures, flyers, banners, and signs, that are being produced for advertising purposes. When ever practicle it should be accompanied by the red oval shape under it to create a consistent relationship.
Emporem.
Call Today To Learn About Exciting Career Opportunities
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Billboard (Exception due to size)
faceribustis di simpore pratiae ctateca eperist dolorem. Delente nati resti dignis que apiciatquam autem fugia volupistium voluptatur, offic te nobisi ut eatquatur, seque poreium, sinis molecti blaut et
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.
Trifold Brochure
Call Today To Learn About Exciting Career Opportunities
Bus Wrap (Exception due to size)
* Exceptions
The bottom of the Capstone logo should be aligned with the top of the oval points in most cases. Exceptions may be granted by approval of the University advertising department only.
45
Capstone University Logo
Schools within the University Brand Style Guide
School of Technology
Graduate School
School of of Business School Medical Science
School of Graphic Arts
School of Education
School of Business
School of Education
46
Capstone University Logo
For Futher Questions Brand Style Guide
If you have any fither questions about the the Capstone University brand, please contact he University advertisng department. Vector and reproduction quality images of the logo and style guide may be obtained at the university advertising department at (801) 375-5455 or email at advertisingdirector@capstone.edu.
47
Filler page
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
4.1 Signage
Thousands of people walk or 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.
4.2 Bill Board
4.3 Bus Wrap
Print ads for Capstone University placed in magazines, flyers or posters are all placed to give a positive image for the university and to reach out to potential students. This will be a positive way to gain new students and to build brand awareness.
4.4 Promotional Items
A great way to promote the university and to create loyalty is with items that carry the Capstone logo. They are a constant reminder and inexpensive way to build awareness.
4.5 Print Ads Capstone University
A Corporate University Educational Program Print ads for Capstone University placed in magazines, flyers or posters are all placed to give a positive image for the university and to reach out to potential students. This 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
1476 South Sandhill Rd., Orem
C A PSTO NE U NI-
Capstone University Provo - Orem Campus
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4.6 Website Print ads for Capstone University placed in magazines, flyers or posters are all placed to give a positive image for the university and to reach out to potential students. This will be a positive way to gain new students and to build brand awareness.
Website
Website
4.7 Student ID
The Designer 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 ReBranding 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
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 accecpts the proposal, then the client must purchase the license for:
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1. Female College Graduate 1 Bigstock Photo #4966421 2. Female College Graduate 2 Istock # 000009254975 3. Man Needs Job Bigstock Photo # 3848576 4. Homeless man Bigstock Image # 530243 5. College Students 1 Bigstock Image #16439000
2 9
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
3
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9. Stevens-Henager College-Ogden ©richard.hartley@stevenshenager.edu
Filler
Taking A University Nationwide