Curry College Enhances Brand with Innovative Partnership

In the fall of 2022, Curry College partnered with Carnegie Higher Education, a marketing and enrollment strategy organization, to help us clarify and define “who we are” as a college, and who we want to be in the future.

Visit the Branding Initiative Webpage

The majority of the brand work focuses on marketing Curry’s undergraduate programs to prospective students and families. During the 2023-2024 academic year, part of this work was to simply raise awareness of what Curry is all about. The rest of the work is very specific and targeted marketing to high school students who we think would thrive at our school.

As part of the ongoing efforts to enhance the College’s overall brand, a new academic logo was revealed to the community. The prevailing logo favored by students, staff, and faculty, is just one piece of the extensive branding work the College has completed in partnership with Carnegie.

“In today’s hypercompetitive higher ed environment, Curry needs a differentiated, authentic, emotionally resonant, and well-communicated brand to remain competitive,” said Liz Matson, Vice President of Marketing and Communications. “Developing and implementing this comprehensive brand plan helps position the College to recruit new students, foster student life and retain our amazing current students, and grow fundraising opportunities.”

The modern and sleek design of the new academic logo gives Curry College's brand a more contemporary look. The new wordmark font is Ringside, and the "Infinity C" icon represents the endless caring, support, and community offered at Curry. The upward trajectory of the angled edges in the "Infinity C" and "R"s, along with the upward-facing arrow in the "G" add not only an air of tradition to this modern design, but also signifies Curry's forward-thinking, mission-driven approach to improving the lives and experiences of our students every day.

As part of the branding work, Carnegie and Curry created a video advertisement titled, “Made for You,” which recently won several national awards.

• Award of Excellence in the 30th Annual Communicator Awards Competition

• People’s Gold in the Online Commercials category

• Bronze in the category of Writing at the Telly Awards

Brand Expression

Carnegie’s work centers around identifying an authentic “personality” of the College, as if it were a human entity. The branding work began with gathering input on who we are and who we want to be as well as gaining a data-informed understanding of how Curry College is currently perceived in the competitive market.

In the end, three personality types were chosen that best reflect who we are:

Purple

THE CARING COMPANION

Supportive and selfless, driven by compassion, warmth, and the desire to care for others. Delivers nurturing, comfort, and protection. Values altruism, commitment, and generosity. Causes people to feel valued and supported.

Orange

THE CREATIVE CONTRIBUTOR

Creative and imaginative, driven by self-expression and artistry. Delivers something new that encourages creativity. Values originality, ideation, and new concepts. Causes people to feel constructive and expressive.

Maroon

THE DETERMINED CHAMPION

Resilient and tenacious, driven by overcoming challenges through grit and determination. Delivers surprising strength, perseverance, and toughness. Values fortitude and hard work. Causes people to feel triumphant and inspired.