Why a Graphic Standards Manual?
And why now? Our corporate colleagues have taught us the benefits of solid branding and marketing. By distinguishing themselves in a competitive marketplace, companies with similar products, such as IBM and Apple, hold distinct identities and gain customer loyalty. Law schools also exist in a competitive market where educational offerings are hard to tell apart. By establishing a unique identity, we can capture the same loyalties.
Working with Greenfield/Belser Ltd., we started with an audit and review of our existing marketing materials. That included marketing plans and research, viewbooks, promotional materials, newsletters and direct mail pieces, Web sites, plus all research commissioned in the past. We looked at the quality of the marketing materials and the consistency of our message. We also interviewed key members of our community, culture-bearers and those who are taking the school into the future. Making sure the school’s key constituencies were represented, we spoke to a number of students, alumni, faculty and administrators.
What It Means to You
When we were finished, we came up with a brand identity meant to:
• distill and secure our place in the higher education market
• unify our school under one message
• establish a system that will lift all individual boats as the school’s tide rises.
As you will see as you flip through this manual, our school identity is greater than any single element. It is not simply a logo or a type style or a set of colors. Instead, it is the consistent use of all of these elements in every communication, repeated over time, that develops a memorable image in the mind of current and prospective students and our peer institutions.
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Erstelldatum
Montag, 11. Juni 2012 08:05
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Donnerstag, 30. Dezember 1999 19:00
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