Branding Work Group

Some of the comments that we received from USF alumni following the launch of the new visual identity were worried about a loss of catholic identity, noting that the cross in the new logo is “hidden in the logo instead of being proclaimed in it.”

We asked USF President Stephen A. Privett, S.J. to explain how faith and catholic identity is expressed in the new logo:

USF’s new tag line is best seen in the context of its new logo, which has faith [the cross] at the core with lines reaching in and out.  This signals a faith that learns from society in order to positively impact it.   Together with our tag line, “change the world from here” one sees the classic Jesuit commitment to “contemplation in action.”   As faith enriches society, so society informs faith.  Faith is in an unending cycle that engages, reflects and then reengages ever more effectively.  This is the classic Jesuit formula and pattern for effectively “leavening society for good,” which was St. Ignatius’ rationale for running schools in the first place.  Unlike other universities that do not draw from the Jesuit tradition of education, our students are not simply “preparing for” but are engaged here and now in “changing the world,” whether superficialities in the campus culture, conditions in the tenderloin of San Francisco, the lives of street children in South Africa, their own preconceived ideas through engaging challenging new ideas and research projects in a variety of disciplines.  This is Jesuit education at its best.

Fr. Privett introduced the new logo to faculty and staff at the Convocation on August 18, noting that “this new graphic image clearly speaks in a contemporary idiom of our Jesuit Catholic tradition.” View his introduction of the new visual identity in this video:

Colleagues,

I am pleased to report that Fr. Privett has approved the new logo identity and tagline.  The only change from the identity that was previewed in March is a revised symbol, one that we believe works very well with the other elements of the identity to effectively differentiate USF for those we are seeking to engage.

For those responsible for web and publications communications, here is the implementation schedule for the new logo identity and tagline:

July 29:
Web Communications & Service s will have web templates and web style guide updated using the new identity.

Note:  Web templates will be available so that external sites can be re-branded in time for 8/18/11 launch.  No web sites will launch with new identity until 8/18/11.

August 1:
Office of Publications will start to design publications using the new identity.

Purchasing Services will start to utilize the new identity on orders for stationary and business cards.

August 18:
Presentation of the new identity to the campus community

Preliminary Identity Standards and Messaging Guide will be posted on the Branding web-site

USFCA.edu web-site will go live with the new logo identity

Templates for email graphics and e-newsletters will be available.

Please call or message if you have questions:

Web questions:  Marlene Tom x2350; mktom@usfca.edu
Publications questions:  Dale Johnston x2691; johnstond@usfca.edu
All other questions:  Dave Macmillan x2047; macmillan@usfca.edu

Colleagues,

Prior to the production of any publications using the new logo identity and tag-line, an issue has been identified in one element of the new identity system: the proposed symbol. While all other elements of the new identity have received positive responses from all preview groups, the issue is of enough concern that the symbol will be re-designed, tested, and re-submitted to Fr. Privett for approval.

We expect the new identity system to serve us for 10-15 years, so we will not rush these final steps.

Publications and other supplies now in production should bear the university’s current logo and identity line (Educating minds and hearts to change the world). Our recommendation is that orders for such supplies be placed that would cover your needs through early fall.   We will inform the community when a new date has been set for implementation of the new logo identity and tag-line.

Please don’t hesitate to call or message me with questions.

Thanks,

Dave Macmillan, Chair
Branding Work Group

Colleagues,

On behalf of the Branding Work Group, I am pleased to report that preparations for launching the new university logo identity are well underway.  A presentation of the identity, including the story of how it came about, will be included in the President’s Town Hall Meeting on April 18

For those responsible for publications supplies and related needs, here is the schedule for implementing the new identity.

April 4:  Web Communications & Services will start to develop pages using the new identity.

April 4: Office of Publications will start to design publications using the new identity

April 18:  Presentation of the new identity to the campus community

April 18:  Preliminary Identity Standards and Messaging Guide will be posted on the Branding web-site

May  10:  USFCA.edu web-site will go live with the new logo identity

May 10:  Templates for email graphics and e-newsletters will be available.

Purchasing Services will be working with all departments to utilize the new logo identity on orders for all summer and fall materials.  Unused paper stock now at the printer with the old USF logo identity will not be wasted.  The reverse side of these sheets will be used in campus offices for the printing of internal documents from our desktop and laptop computers.

Please don’t hesitate to call or message if you have questions:

Publications questions:  Jim Muyo x2698; muyo@usfca.edu
Web questions:  Marlene Tom x2350; mktom@usfca.edu
General questions:  Dave Macmillan x2047; macmillan@usfca.edu

Thanks,

Dave Macmillan, Chair
Branding Work Group

1. Starting on April 4, the Offices of Publications and Web Communications + Services will be prepared to begin to implement the new university identity into projects they receive from campus colleagues.
2. On or about May 10, we expect to publicly launch the new identity and messaging for the campus community. At this time, the first edition of a “Identity Standards and Messaging Guide” will be available. There will be two versions of this guide – one for internal on-campus use and one for external distribution to vendors or non-USF colleagues.
3. On or about May 10, the university web site will be re-branded with the new identity.
4. Implementation workshops will be planned for all interested staff, with dates TBA.
5. A second and more complete Identity Standards and Messaging Guide will be available in the summer.
6. Publications and e-communications that appear after August 1 are expected to be in compliance with the guide.

USF Colleagues:

Here are comments we hear all the time on campus:

• Why don’t more people know who we are?
• We are NOT UCSF!
• What can we do to bring USF the recognition and reputation we deserve?

To address these questions, a group of 10 faculty and staff came together 15 months ago to form the “Branding Work Group.”  These folks have USF jobs that include marketing communications and/or they previously worked in advertising or marketing in private industry.

The Group has been very busy.  We have reviewed past USF marketing research, met with marketing staff in all USF schools, drafted a positioning statement and brand attributes, received feedback from the Leadership Team several times, surveyed eight valued audiences, conducted a “brand audit” and engaged logo identity consultants.

Here are three “take-aways” from our work so far:

1. “10% more of the same messaging” will not work.

It is not realistic to think that a few more national awards, a few more alums in high places, a few more wins on the basketball court, perhaps an ad campaign… will bring USF that elusive public recognition.

We are already getting far greater media attention today than we were even a few years ago. Yet our messages are either not getting through to many of those we are hoping to reach – or, the messages that do get through are not being retained.

2. We need to change our messaging in these ways:

• We must clearly differentiate USF from our primary competitors.
• We must speak to those we are trying to reach about benefits they value.
• Our messages must be sent consistently and repeatedly and with easily recognizable consistent logo design.
• We must utilize top-flight creative tools.

3. Our communications strategy needs to change, but not our mission and vision.

In fact, our goal must be to better communicate our mission and values.  Our communications must reflect the reality of “who we are” and our students’ experience…there can be no disconnect…no “bait and switch.”

What’s next for USF branding?  This semester, we will be sharing the results of our work.  This includes:

• A logo identity and tag-line;
• An Athletics logo identity;
• University messaging attributes and supporting “proof points,” adaptable to all campus units;
• A plan to advance the university’s marketing communications efforts.

Questions or comments?  Please feel free to contact any member of the Branding Work Group or any of our Brand Collaborators.

Thanks,

Dave Macmillan