students’ union Royal holloway
stage 3. research & routes
Let’s Dance is a creative collective helping good people say good things.
W W W. L E TS DA N C E . AG E N C Y h ello @ letsdance . AG E N C Y
intro This document presents brand research and new visual identity route proposals. It forms a key part of the rebrand process being undertaken by Let’s Dance for the Students’ Union Royal Holloway. We begin by setting out the justification for the creation of a new visual identity, before establishing what that new visual identity needs to do and finally suggesting three routes – three different ways in which the new identity could be realised. The three routes take the form of moodboards which have been created for use in student consultation. The final visual identity will be created from one of these routes based on the feedback received.
Background & Research
Identifying the problem //
Why we’re doing this
We’re carrying out a rebrand because the existing visual
Decor throughout the building is tired and in need
style of the organisation is no longer fit for purpose.
of improvement
But it’s worth diving into why that’s the case before we go any further.
Brand has been developed incrementally over time and elements are inconsistent
The motivation for undertaking this work tells us a lot about what the new visual style needs to do.
Planned refurbishment means that spaces and services are being reconfigured Logo is dated and impractical (name is small and cramped / use of colour makes it inflexible) A desire to change the name of the organisation There’s a desire for a more contemporary brand that matches the expectations of current students New strategic plan introduces new values which are not reflected by the existing brand
What we know //
Strategic plan (part 1)
It’s essential that everything we do supports the
Aims
mission – that includes the visual identity. To explain
For the most part, thinking about how we communicate our
how, we’ve explored the values (and one very
aims is something that will come after we’ve chosen our
relevant aim) and explained what the Union’s new
new visual style. For now the main thing we need to do is
look needs to achieve.
ensure that the chosen visual style doesn’t conflict with any of our aims.
our Mission is
To make student life better at Royal Holloway
We think there’s one clear exception though –
make your campus fun We think the new visual identity provides a great opportunity to kickstart this aim: by creating a new visual style that’s interesting, exciting or even playful, the Union will the first place on campus people think of when they hear the word fun.
What we know //
Strategic plan (part 2)
Values
Brave
High quality
This value is a top priority for the visual identity – having
The visual style has a big job to do in helping communicate
a bold, daring style will firmly assert the Union as a brave
quality. It’ll do this first and foremost by creating
organisation in the minds of its audiences.
consistency – it’s essential therefore that it’s flexible enough to encompass every area of Union work.
Student-focused With a mission focused squarely on students, it should
Trustworthy
be no surprise that we need a visual style that matches
The visual style will play an important role in building trust
the expectations of those students. To do that we need
by providing a distinctive identity that makes the Union a
something that’s on trend while carefully avoiding clichés.
familiar, recognisable face across campus and beyond. By sticking to our word, it’s only a matter of time before that
Inclusive To be inclusive, the visual style needs to avoid stereotypes which ignore the variety of demographics, backgrounds and tastes that exist within the student body. It’s reasonable for the visual style to reflect averages such as age, but it must do so without excluding or alienating outliers.
recognisability transforms into reliability.
What we know // How students feel about their union
We asked students what they loved about being a
WHAT MAKES the union UNIQUE?
student at Royal Holloway – their responses said a lot of different things but they all had one thing in common. It’s a sense of place that people feel makes being a student
“Being a part of something bigger is empowering” “I guess it’s the vibe of the place” “It feels like a welcoming home”
here unique – the idea of being part of a community, the feeling of being part of something bigger.
“It’s difficult to pinpoint one thing but here’s a few: Diversity, passion for subjects”
We need an identity that recognises and builds upon this.
“The beauty of campus, all the work towards being an accepting community” “The opportunity to find ‘your place’ no matter your interests”
What we know // Research findings
Students’ relationship with the union
1. I go to the Union to…
We asked students about their current relationship with the Union – what they use it for and how it makes them feel. Their answers were varied. Not only do students come to the Union for a variety of reasons; their current feelings towards the Union are a
Party 57% Work 48% Socialise 43% Eat 15% Advice 11%
mixed bag of positives and negatives. 2. Being in the Union building makes me feel… We need a visual style that’s flexible enough to work with
a wide range of services and activities, which builds on the
Part of a community
positives and helps to address the negatives.
23%
Comfortable 17% Dirty/sticky/smelly 11% Claustrophobic 10%
3. Three words to describe the Union: Fun Friendly Expensive / Sticky (tie)
What we know // Feedback on current brand feedback snapshot Feedback from students identifies a number of issues with the current brand. In particular, a number of key messages are not being communicated and the current brand leads to confusion about the Union’s purpose.
“Messaging across different services is not clear” “Need to explain why the Students’ Union is a separate organisation to the University” “People don’t understand the SU is a charity” “Need to consistently remind the student body of the Union’s key messages” “It needs to be clear why the SU exists” “The building is ugly” “The building entrance needs to be welcoming” “Separation between departments makes the organisation feel disjointed”
What we know // Feedback on the name
Feedback from students and staff identify a number of issues with the name, ‘Students’ Union, Royal Holloway, University of London’. The rebrand presents us with a good opportunity to question the name of the organisation and feedback from students and staff tells us that there is a desire to do so. Not only is the name rather long and clumsy, we also know that most people refer to the organisation as ‘the SU’ or ‘the Union’. It seems a logical conclusion to reconfigure and simplify the name to ‘Royal Holloway Students’ Union’ and to ‘RHSU’ when used as an acronym.
ROYAL HOLLOWAY STUDENTS’ UNION
Conclusion What this means for the rebrand From looking at both the ambitions of the organisation (the strategic plan) as well as students’ relationship with the Union (the research), it’s clear not only that a new visual identity is needed, but also that the new visual identity has a lot of work to do. The visual style has a big role to play in helping to communicate the new mission, aims and values. But it also needs to react to students’ feedback. By making these two things the main drivers of our visual style, we’ll achieve something that’s distinctive, memorable and effective.
Three Visual Routes
three routes We’ve identified three routes, each of which reflects the mission and values of the Union. While the three routes have this in common, they differ in their specific personality. In doing so they present a range of options for the final visual style. Each route comprises of a description of the style, a set of images to illustrate it, and example colours and typefaces which would complement the route. The chosen route will provide a basis on which to develop the new, complete visual identity of the organisation.
ROUTE 1 // Industrial Indie This route takes inspiration from contemporary trends in independent businesses like shops, restaurants and bars. It combines this with a grungy industrial style that works with features of the Union building such as painted brickwork, pillars, metalwork and roller shutters internally, as well as the red brickwork externally.
ROUTE 1 // Industrial Indie What to expect - Big bold blocky text - Rough unfinished wood and matt painted brick - Glowing lightboxes and vibrant classic neon - Monochromatic colour with dashes of brightness - Stylish, simple cool
Think...
Key elements // Lightboxes & neon signs
Craft brewery cool meets out of town warehouse.
Typography // Bold blocky typography
Colour // Black & white mixed with dashes of colour
Themes // Mixed materials
ROUTE 2 // Visions of the Future This route uses bright poppy colour and objects of curiosity to stimulate the mind and create a space where it feels that anything is possible. It’s unashamedly fun, fearless and even at times downright weird, but the playful feel creates something to make everyone feel welcome.
ROUTE 2 // Visions of the Future What to expect - Big bright vibrant colours - New worlds and new ideas waiting to be explored - Something unexpected at every turn - Illustration and pattern - Wild props and inventive lighting
Think...
Pattern // Beautiful patterns, wallpaper & backdrops
Fairground disco dream land
Typography // Fun eclectic typography
Colour // Bright pop colours
Themes // Colourful illustrations & wild props
ROUTE 3 // DIY Yard Sale Students’ Unions were founded on creative initiative on a shoestring budget. This route pays homage to that with a sense of style that feels self-made and effortless. It creates a relaxed look that’s low on gloss but high on opportunity. A space where anyone can get involved and make something happen.
ROUTE 3 // DIY Yard Sale What to expect - Letterboards and DIY signage - Hand-painted lettering and pattern on chipboard - Bright colour juxtaposed with natural materials - Clean typography with feature hand-painted, handmade type
Think...
Colour & Texture // Colour on neutral, natural palettes
Pop-up shop meets student-run social space
Typography // Simple & clean text with handmade type
Colour // A mix of soft & bright colour
Themes // Handmade, DIY, vintage
Next steps // continuing Stage 3 - student consultation and feedback - final route to be chosen - route development & brand identity created including logo - create the words to go with chosen visual style - brand guidelines created
Stage 4 - signage & building development presented - visual style extended across the building - creation of sub-brands, additional design etc.
h ello @ letsdance . AG E N C Y