Taking A University Nationwide
TABLE OF CONTENTS
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
TABLE OF CONTENTS
3.0
Style Guide
2.0 Creative Development
1.0 Research
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
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
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
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.
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.
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.
1.1 Research Paper
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 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.
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 A great brand becomes part of society that is recognized and loved by the consumer because it offers a product that improves their life.
Stevens-Henager College College America Utah Colorado Idaho Arizona Wyoming
California College San Diego Independence University California On-Line for all
1.2 Company Over view
1.2
Company Overview
Stevens-Henager College
Stevens-Henager College was founded in OgdenWest 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 OgdenWest 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.
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.
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.
COLLEGEAMERICA Established 1964
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),
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 it’s affiliated instituition, Stevens-Henager College becoming a Branch.
1.2 Company Over view
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).
1.3 Demographics Utah is demographically unique among states for a variety of reasons. The state’s population is younger and lives longer, 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 Collegeeducated 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
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%
* % of workforce 18-64 self employed
13.7%
* 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
References 1.4 SWOT ANALYSIS REFERENCES
2010. College America Services Inc., Grand Strategy Planning Assignment, Eric Juhlin Wheeler, A. (2009) “Designing Brand Identity: An Essential Guide for the Whole Branding Team.” Third edition New Jersey: John Wiley & Sons, Inc. Mind Tools (2010) SWOT Analysis, http://www. mindtools.com/pages/article/newTMC_05.htm NCHEMS Information Center for Higher Education Policymaking and Analysis http://www.higheredinfo.org/dbrowser/index. php?submeasure=327&year=2005 &level=nation&mode=map&state=0
By going to college, graduates open up 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 nearly always still 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 as 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)
Alliance for Excellent Education, Understanding High School Graduation Rates http://www.all4ed.org/publication_material/ understanding_HSgradrates Statistics On College Graduates, http://www.importanceofcollege.com/statistics.html
1.5 Creative Brief BRAND NAME: Stevens-Henager College, College America, California College San Diego, and Independence University. 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.
CULTURE & VALUES 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
We Are Dedicated To Helping Our Students Achieve Success
Build a Stronger
Unified Brand
Creative Brief 1.5
VISION To be a nationwide university for students seeking a better life through education and training by having the best degree programs, the most effecient delivery systems, and the best faculty
Success is the achievement of an idea “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
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 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 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 online 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.
Strengths
Weaknesses
SWOT Analysis
Goal 1
Analyze the current branding for Stevens-Henager
College, College America, California College San Diego, and Independence University to asses the need for a name change that will unify the four Colleges.
Goal 2. Create a new brand name that will unify the four colleges and increase the brands strength as a National University. Design a branding strategy that will quickly create brand awareness and recognition as it transitions from the current brand to the new brand.
13 Campuses in 4 states 10 thousand students Strong staff and faculty oldest and best establish career college Financially strong Good reputation
Weak marketing plan Slow to develope an on-line program Slow to respond to market needs Need to develope community business partnerships Expensive tuition classroom space
SWOT ANALYSIS
SUMMARY
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. Action 1
Opportunities Threats
Rebrand Stevens-Henager College, College America, California College San Diego, and Independence University into one National Brand University. Action 2
On line education programs New programs that meet market needs Developement of community business partnerships New campuses that open markets Growth due to economic needs of the unemployed
Department of Education rules that favor public colleges Economic disasters Media bias Title 4 money being withdrawn from government Changing technology Unemployment
Develop a national branding campaign that will build recognition and loyalty for the new University.
2.2
Mood Board
Stevens-Henager College
4 Current logos
Rebranding Campaign Tim Miller
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
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
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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
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
1. Thumbnails
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: • 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
2. Comps
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
CAPSTONE UNIVERSITY
builds brand recognition and loyalty in the marketplace. • The logo should be flexible and work well on a wide variety
UNIVERSITY
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.
UNIVERSITY
• The Capstone University logo was designed to look different than other logos—especially with other colleges
UNIVERSITY
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.
U N I V E R S I T Y
CAPSTO NE
3. Final Selection
A Brand That Endures
U N I V E R S I T Y
1. Clear 2. Bold 3. Unique 4. Sophisticated Color Choice Black is authoritative, powerful and 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.
2.4
Print Media
Print media is considered to be one of the most effective and best form of advertising in the industries today. Capstone University will be able to use print media to reach it’s 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 time frame for the ad to run. Diresct Mail is a great way to advertise because it enables you to engage directly with your audience - whether they are prospective students, leads, or existing students. Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, 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, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign.You can add impact by including a special offer or free sample in the envelope.
Capstone University Print Campaign
Direct Mailers
Newspaper Magazines Posters Brochures Banners Flyers
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
2.5
Website
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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
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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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City, Utah, in September 2010 as a result of combining Stevens Henager College, College
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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.
Today, Capstone University 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
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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.
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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. Apply For Financial Aid
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Program Details
Annual Maximum Award Limits
Federal Pell Grant How to apply
G rant: Does not have to be repaid.
Available almost exclusively to undergraguate students,
$ 5,550 per school year Subject to change July 1st 2011
Federal Supplemental Educational Opportunity Grant (FSEOG How to apply
Grant: Does not have to be repaid
For undergraduates with exceptional financial need Priority is given to Federal
Amounts vary depending on school’s allocation.
Federal Work Study How to apply
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.
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Federal Student Aid Program
T ype of Aid
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
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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 financial aid the student other receives .
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Capstone University Online is a division
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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
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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 enterprises than California's Silicon Valley and one of the nation's larges t concentrations of biotech companies.
Graduate Studies 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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. The Master of Science in Healthcare Administration can give you the education and background you need to evaluate and improve health policies. You’ll learn to recognize opportunities and develop procedures to make the delivery of healthcare services more efficient and effective. Successful completion of this program can help give you the . skills and credentials you need to be considered for senior health service administration or policy analyst positions
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ABOUT CAPSTONE UNIVERSITY History Locations Mission statement From the President Capstone Facts estimonials T
PICTURES
ON CAMPUS Maps Capstone Virtual Tour Arts & Events Campus Calendar News & Media Visiting Capstone
Go
2.6
Motion Graphic
This motion graphic was designed to be a 45 second commertial that reached all of those effected by the economy. With nationwide unemployment at 9.3% this graphic invites potential students to change their life at Capstone University.
UN PREPARED
1. Time 03 Music: Soft piano background Discription: Close up shot of man with need job sign.
4. Time:15 Music: Soft piano background Discription: The word unprepared disolves in with the word fading out
UN LUCKY 5. Time:19 2. Time 07 Music: Soft piano background Discription: The word unlucky disolves in with the word starting small and growing larger.
Music: Soft piano background Discription: Image of a unemployed person that disolves in and then goes from along shot to a zoom in.
UN QUALIFIED 6. Time:24 3. Time 11 Music: Soft piano background Discription: Image of an unemployment line that disolves in and then pans from left to right.
Music: Soft piano background Discription: The word unqualified disolves in with the word rotating as it zooms in.
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 Discription: 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. Discription: 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 Discription: Close-up shot of the Capstone University logo.
Music: Upbeat sound with various instruments. Discription: A call to action that invites the audience to call today if they are ready to change
their life.
UN BEATABLE
UNIVERSIT
Y
9. Time:32
12. Time:45
Music: Upbeat sound with various instruments Discription: 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. Discription: 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.
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 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 back-ground, it should be positioned with a rectangle or oval background.
Rectangle
Oval
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 practicle. 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.
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
R
56 54 70 37 0
0
0
B
L
89 82 65 36
A
184 174 156 72
B
0 11
0 255 255 255 100 0
29 27 38 0 Position 0.562 25.28 59.55 87.7 100
G
0
1 10
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 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)
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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
Understanding
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 Advertising on a billboard sign is a preferred advertising medium that is 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 advertisng 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.
A Better Education A Better Choice
2. One of the most cost-effective mediums of advertising 3. Brand awareness and strong name recognition 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 competitors and editorials
8. Messages are delivered continuously and frequently
9. Directs potential clients and customers to your place of busines
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 to increase your admissions and create a great way of building brand awareness.
A
A
Choice
Call Today 800.356-5455
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. 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, business’ spent $19.6 billion dollars on promotional products. The big advantage that promotional products have over other advertising media is that the recipient usually always keeps the item and the advertiser then gets repeat exposure at no extra cost.
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
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
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4.6 Website The website for Capstone University is designed using the the color pallette that has been used with the rest of the campaign and ask 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
About Cap
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. Area’s that are typically searched are programs of study, degree’s offered, admissions process, 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 viewers 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 your 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
ADMISSIONS
Undergraduate Financial Aid Graduate Stud MBA or Execu Education Online Educati
TESTIMO
TES
pstone Financial Aid News & Events Undergraduate Studies Graduate Studies Online Education
Search
Make a Choice Today That will Forever
ChangeYour life!
S
PROGRAMS
ABOUT CAPSTONE UNIVERSITY
e Admission
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
VIDEOS
PICTURES
dents utive
ion
ONIALS
STIMONIALS
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 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 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 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
Sue Harris
Student Number: 97365-70
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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:
1
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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
10 3
8. Male College Graduate 1 ©SHC jeff.thorne@stevenshenager.edu 9. Stevens-Henager College-Ogden ©richard.hartley@stevenshenager.edu 10. Abstract Fantasy Orange Background Big Stock Photo # 15198374
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11. Abstract Floral Background Big Stock Photo # 15596003 12. Blue Light Wave Big Stock Photo # 13411172
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Taking A University Nationwide