Author: Jon Leslie
With news of the CU-Boulder brand rollout making its way across campus, a number of questions have been raised about the rationale behind the brand, what branding is in the first place, and how the new brand will impact college, school, and unit-specific communications in the future. Here are answers to the five most frequent inquiries we've received thus far, followed by a link to our complete list (so far) of common questions.
Q. What is branding?
A. Branding is the process of strategically presenting the university through messages and visual images to help shape perceptions among key constituencies. However, it is more than images, messages and logos. It is the promise of who we are, what we aspire to be and how our constituencies perceive us.
Q. Why does the University of Colorado need to brand itself?
A. The ways CU now presents itself in messages and visual images are fragmented, ineffective and inefficient. The university competes statewide, nationally and internationally for resources, students and attention. Sending mixed messages, confusing images or a fragmented view of the university puts the university at a disadvantage in that competition.
Q. What was the process?
A. CU engaged Landor Associates, an internationally known branding firm, to assist with the process. A CU team comprising the president, chancellors, CU Foundation leadership and lead communication staff from campuses, system administration and the CU Foundation worked with Landor on the project. The firm conducted a peer analysis, quantitative and qualitative research (some 12,000 quantitative surveys among faculty, staff, students, alumni and donors; nearly 50 focused interviews with key people inside and outside the university). The CU team and Landor used the research to develop key messages and visual images.
Q. Can I keep my college/school/unit logo?
A. We are seeking to phase out all college/school/unit logos (with the exception of the athletics Ralphie logo and a handul of specific exceptions) by fall 2011 in order to maximize the consistency, efficiency, and effectiveness of University of Colorado Boulder communications. A consistent visual identity for CU-Boulder will greatly enhance our ability to communicate effectively about our value to students, parents, alumni, donors, and others who can support our success.
Q. How do I get the new graphics?
A. Use the downloads form on this site to acquire the new logos/digital assets. You will be asked for a few details about your project(s) and to confirm your willingness to comply with the university’s messaging and visual identity standards.
View more frequently asked questions.
