Branding UFV

With the announcement of university status on April 21, 2008, and the finalizing of a name for the institution, the Marketing & Communications team launched the process of building a new visual identity for the University of the Fraser Valley. In fact, the process began much sooner, by laying out multiple scenarios and timelines that would change depending on when our status announcement might have happened.

This page is intended to provide an overview of the process we followed and to show how many voices came together to provide guidance on the development of our identity as a university.

Included on this page:

What is a brand and why do we need one?
What was the consultation process used in the development of our new brand?
What is the creative brief and how was it developed?
Did we work with any outside consultants on this?
What is the design brief?
Then what?
Questions?


Get to know the new UFV brand
Link to logos, templates, and all sorts of good stuff.

What is a brand and why do we need one?

A brand is a singular idea or concept that an organization "owns" inside the mind of its audience. In UFV's case, it is a representation of our promise to our students, our employees, and the communities of our region. A strong university brand can "pre-sell" UFV by inspiring a compelling desire for our audience to be connected with our institution because they feel a natural affinity.

Today’s universities all offer similar end products: certificates, diplomas, degrees etc. Where we differentiate ourselves from all the other institutions is in the unique experience we offer and that is the basis of our brand.  Great university brands convey a message clear and distinct enough to bridge time, discipline, and geography. The value of these brands exists solely in the minds and hearts of each institution’s community. If we do not cultivate ours, public perception will create one for us.  

A brand speaks in a language both verbal and visual to create a distinguishing difference.

What was the consultation process used in the development of our new brand?

In March 2008, in anticipation of a possible university status announcement before the end of the academic year, a consultation process was developed and discussed with the input of the Senior Administrative Group (SAG). SAG members were asked to vet the process through their respective constituent groups and raise any concerns. Following adjustments to accommodate the feedback  that this consultation yielded, the process was endorsed by SAG and taken to the Board of Governors, where it was approved. Read the brand consultation process.

What is the creative brief and how was it developed?

The creative brief is a document prepared to give guidance to a group of designers as they develop the new visual identity of the institution and "look" of all new materials. It summarizes the key attributes that make UFV different from any other post-secondary institution in our market space.

The creative brief in this case was the product of consultation across the institution. While it was logisically impossible to collect input from every single employee, student, or stakeholder at UFV, an attempt was made to gather as much breadth and depth of input as possible.

The final brief, incorporating all feedback gathered (via department head meetings, functional groups meetings, and other opportunities), formed the basis upon which the new UFV identity was developed.

Read the final brief here: Final Creative Brief

Did we work with any outside consultants on this?

We worked with Academica Group Inc. on our brand positioning and identity development.  Academica has worked with more than a hundred universities, colleges, foundations and policy makers on projects ranging from consumer research and program evaluation to brand strategy, integrated marketing communications planning, recruitment campaigns, and online service delivery. Academica also conducts the largest, most comprehensive post-secondary consumer research study in North America: its annual university and college applicant surveys, the UAS and CAS.

Read more about Academica at www.academica.ca . You may be familiar with their daily enewsletter -- the Academica Top Ten -- which profiles the ten most relevant, interesting, and important stories affecting university and college professionals in public affairs, recruitment, marketing, and advancement. It's free and you can subscribe at their web site.

This project was tendered out through BC Bid in a transparent, public process.

What is the design brief?

We asked Academica to review our creative brief, analyze all of the market data we provided to them, conduct a competitive scan of our market, and distill our key brand attributes and positioning points. Read the final Design Brief. This acted as additional guidance for our designers as the visual elements of the brand were developed.

Then what?

The Marketing & Communications team worked with Academica on the visual identity portion of the project, which includes a new logo, departmental logo lock-ups, and all of the materials that flow out of a rebrand project.

The brand was officially launched to employees on Wednesday, August 27. About 500 people turned out for the presentation and to snag the first of the new UFV swag.

The new identity went "live" to the public over the last weekend in August, in time for the first day of classes on Tuesday, September 2: our first day operating officially as the University of the Fraser Valley. 

Our signage, stationery, promotional material, and web site all changed on that day. Public relations iniatives and an advertising campaign were launched at the same time. A community celebration event -- Party on the Green - is slated for Friday, September 5, 2008.
 
Questions?

Please email Leslie Courchesne, Director, Marketing and Communications.


last updated: Sept 1, 2008