Transcript Document 9657273

Defining our Brand
WSU / Community
Capabilities,
Mission, Vision &
Aspirations
Student, Faculty,
Admin, External
Constituents
Needs,
Capabilities,
Aspirations
Brand Identity
Branding
We are all part of branding…every contact every day
Brand messaging should communicate our feelings,
capabilities, value, values & aspirations and resonate
with all constituencies
Faculty support and participation is a critical success
factor for maximum effectiveness
Branding ≠ Logo
Summary of Input
• Research indicated: Serif Typeface, Biplane:
Iconic, Unique, Necessary
• Office of Marketing indicated: Numerous
technical issues rendering current logo in myriad
formats emerging since introduction in 1998
• Faculty indicated: Do not alter iconic photobased logo, keep Wilbur and do not spend money
on logo changes (e.g., signage, stationery)
Solution: The current logo is capable of supporting
the emerging brand…but better if we
• Address technical issues in a way that does not
necessitate an incremental spend
• Replace signs and stationery as they are at end of
cycle or depleted
• Make modifications such that a ‘mixed logo’
environment is acceptable and subtle for a
number of years
GOLD WITH MORE CONTRAST
GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS
GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS
UNIVERSITY
IN
GREEN
GOLD WITH MORE CONTRAST
CONSISTENT
TYPEFACE
SOLID
DROPSHADOWS
UNIVERSITY
IN
GREEN
GOLD WITH MORE CONTRAST
SOLID
DROPSHADOWS
RICHER,
VIBRANT
GREEN
CONSISTENT
TYPEFACE
UNIVERSITY
IN
GREEN
GOLD WITH MORE CONTRAST
RICHER,
VIBRANT
GREEN
CONSISTENT
TYPEFACE
SOLID
DROPSHADOWS
THICKENED TYPOGRAPHY
UNIVERSITY
IN
GREEN