Gonzaga Dining Brand Proposal by ideaworksmarketing

GONZAGA UNIVERSITY DINING SERVICES POSITIONING & BRAND IDENTITIES CONTACT Address Ideaworks Marketing 30 Briar Creek Road Plains, PA 18702 United States Get In Touch Phone: 570.609.5650 Email: donnah@ideaworks.marketing

Ideaworks Marketing Gonzaga University Dining Services Positioning & Brand Identities JUNE 15, 2023

- KEY TAKEAWAYS - ZAG DINING BRAND PRISM - RESEARCH - BRAND IDENTITY STORYBOARDS - INTRODUCTION PAGE 5 PAGE 9 PAGE 11 PAGE 12 PAGE 3 2

TABLE OF CONTENTS IDEAWORKS MARKETING GONZAGA UNIVERSITY DINING SERVICESPOSITIONING & BRAND IDENTITIES

INTRODUCTION

It’s our pleasure to present our recommendations to refresh the brand identities for Gonzaga University’s overall dining program including resident, retail and catering services.

Our focus during this process is to develop a systematic, agile plan for energizing Zag Dining’s comprehensive brand, including a unified visual strategy, impactful positioning and a creative platform with fresh identity assets that will advance campus dining’s goals for growing audience recognition and participation.

We feel the decision to refresh Zag Dining’s brand identities is right-timed, and the opportunity to craft a genuinely multidimensional brand that engages and delights audiences with uniquely Gonzaga University experiences and programming is tremendous.

GOAL

To create compelling positioning and cohesive identities for Gonzaga University’s overall dining program including resident, retail and catering services.

Considering the University’s history, heritage and mission, this identity refresh focuses on energizing and aligning the dining service’s brand platform, messaging, and visual elements to increase its campus profile and audience engagement.

We view this project as an opportunity to create dining identities that complement the University’s powerful brand while building more robust visual recognition and a meaningful presence for dining services throughout the Gonzaga community.

WE ARE EXCITED BY THIS BRAND IDENTITY REFRESH: TO BUILD A DISTINCTIVE DINING BRAND PRESENCE ON CAMPUS WHILE CONVEYING THE UNIVERSITY’S UNIQUE STORY, HERITAGE AND IMPORTANCE TO THE ENTIRE SPOKANE COMMUNITY AND THE UNITED STATES.

MISSION

Specifically, as it relates to this brand identity refresh, our mission is to:

• Complement the existing Gonzaga University brand with bold audience-engaging logos

• Build on the positive qualities associated with Zag Dining, expressing the program’s foundation of quality food, excellent service, responsive programming and inviting environments

• Create a cohesive and instantly recognizable visual presence for all dining services’ platforms and operations

• Develop complementary positioning for each of the dining brand identities to further audience engagement and participation

• Provide flexibility in design and graphic presentation to accommodate easy on-site use of the new brand identities without jeopardizing the unified look and message of the overall Zag Dining brand

KEY TAKEAWAYS

What We Heard From Stakeholders

During our exploratory visit to campus, we spoke with many University stakeholders about their perception of Zag Dining and its visual presence on campus. A sampling of those comments follows, which collectively provided us with valuable insight to help direct our brand identity refresh efforts.

BRAND IDENTITY

“Family is how I would describe Zag Dining’s personality.”

“I would like to see more color in the new identity. I would also like to see the dining identity integrated into our school colors, giving it a sense of belonging. This goes A LONG way in making dining services feel like a campus department which increases ownership and pride! Focus on integrating catering into the same brand, too – no Flavours.”

“I’d like to see the new identity integrate with the University - Zag Dining, Zag Dining, Zag Dining!!!!! It should also reflect a quality program with an innovative chef and culinary team who can adjust to our diverse student population and desires and needs.”

“If you look at it, even Gonzaga’s brand, it’s Spires. Spires says it all for anybody who looks at that and has any idea about a faith-based organization. Reflecting those qualities, faithbased organization, a quality community and collaboration - those are qualities we want to reflect in the dining brand.”

“I’d like to see more continuity when it comes to the identity. I didn’t go to Gonzaga, but a sense of continuity, just that fluidity of, hey, Zag Dining is also a part of the University. Starbucks, Qdoba and Iggy’s are all part of the dining program. Still, I feel there’s huge differentiation between individual brands as opposed to understanding that the current dining brand identity is close to being integrated with our University’s brand. Still, it’s not quite there yet, especially Flavours Catering. I’d like to see it all branded as Zag Dining.”

“When people or students hear Zag Dining, they think of the COG. They’re not thinking of all the other options that are a part of Zag Dining. I think their perception immediately goes to the COG, which has a negative connotation.”

“I’d like to see the dining identity lean more towards the University’s mission and identity because it would help everyone understand that Zag Dining is on Gonzaga’s campus –it’s all part of the “Gonzaga experience.”

“Regarding logo designs, I love the Baskin Robbins logo because it has hidden messages. People don’t realize that the logo has the number 31 in it - representing the 31 flavors. I think people like discovering the message behind a logo, which ties into everything.”

“I think the culture can go off of Gonzaga’s idea of cura personalis, which means to care for the entire personmind, body, and spirit. That’s a big part of Gonzaga. Zag Dining will give you food that will nourish your body, tying into that whole mission of Gonzaga.”

“Dining services should be recognized as contributing to student success and community engagement.”

“I feel it is important to represent that Zag Dining has a culture of care that listens to its customers and is responsive and collaborative.”

“Zag Dining’s culture must exhibit a definite connection and alignment between community, sustainability and collaboration.”

CAMPUS CULTURE COMMUNITY

“I believe a new campus dining brand will create a renewed sense of partnership and community within our students, staff and faculty, and the community at large.”

“People choose to go to Gonzaga. It’s not a cheap school. They won’t be here if they don’t want to be here. They come here because they know about the school’s values. They want to have good community engagement.”

“The new dining brand, in some way, needs to represent the community because I think Gonzaga, outside of everything else, is about community.”

“Gonzaga’s social media group did a video a little while ago where they went around and asked students the three words they think of when they think of Gonzaga. Almost everyone responded in one way or another - community, community, community.”

Note: Comments have been slightly edited to enhance readability.

What a brand is and how it’s developed is often oversimplified by consumers, becoming shorthand for various visual assets and functions, notably a logo, graphics, look and feel.

But these elements are NOT what a brand is; they are the brand’s visual identity.

A brand is a promise that an organization makes and works to maintain with its customers (stakeholders) regarding their experience with the organization’s products or services. A brand lives in the minds of the people who engage with it and their gut feeling about the organization before, during and after every interaction.

CLEAR POSITIONING

How you differ from the competition

KEY MESSAGING

The core messages that connect with customer

BRAND TOUCH POINTS

Things that build a relationship with consumers

BRAND IDENTITY POSITIONING

A brand’s positioning outlines what the organization does, what products or services it provides, what customers or audiences it serves and what makes the organization different from its competitors.

A properly executed brand positioning helps to create a unique niche in the minds of consumers within the organization’s marketplace. It defines who you are and why you matter to consumers.

While our work in this project focuses strictly on developing brand identities for Zag Dining, it is important that these identities reflect the desired positioning of the dining program and accurately convey its associated qualities.

In keeping with this, you will see that we have included positioning line options on each of the brand identity storyboards that we feel reflect the desired positioning for Zag Dining.

ZAG DINING BRAND PRISM

A key component in developing a new brand identity is to start with a clear understanding of the brand itself, gaining an intimate understanding of its strengths, weaknesses and potential to connect and resonate with its target audiences.

The following is a graphic representation of our assessment of the Zag Dining brand based on stakeholder feedback, research and observation.

OUR APPROACH TO CREATING A BRAND IDENTITY COLLECTION

We are proposing the creation of a brand identity collection for Gonzaga University’s dining offers, understanding that the specific audiences of the individual entities currently associate varying qualities and experiences with each. By developing a brand identity collection, we can create distinct identities that “live” within one family, tied together by similar elements such as Gonzaga colors, fonts, graphics, etc.

RESIDENT DINING RETAIL DINING EVENTS ATHLETICS COMMUNITY/ SUSTAINABI LITY HIGH END EVERYDAY STUDENT KENNEL CONCESSIONS GREENHOUSE FUEL CELL Smoothies & More 10

RESEARCH DESIGN TRENDS INFLUENCING THIS IDENTITY REFRESH

Recently, within the design community, there has been a shift towards a more minimalistic and modern design style in branding. Many new brand identity creations feature bold typography, simple shapes and a limited color palette.

This trend reflects a cultural shift towards simplicity as consumers increasingly value transparent, honest, and uncluttered brands. With that said, it’s also essential to create a brand identity that is unique and memorable, an identity that stands out and captures consumers’ attention.

The brand identity refresh work presented in this document illustrates our awareness of this important design trend while, at the same time, reflecting the proud history of the University and the many positive qualities of Zag Dining. Most importantly, the new brand identities symbolize a dining program all campus audiences can be proud of and identify with during every interaction.

COHESIVE DESIGN & VISUAL

PRESENTATION

Releasing an updated brand identity is one of any organization’s most powerful marketing opportunities, gaining fresh attention, interest and engagement.

Because of this, it’s critical to strategically release the new identity cohesively to ensure the look is translated across all touchpoints and the initial rollout is coordinated, well-timed and comprehensive.

In support of this, you will see that we have included visual presentations of sample materials for each of the presented brand identities. These materials are intended to help illustrate each identity’s visual language and direction, including the consistent use of fonts, colors, graphics, images, and digital or physical elements.

Additionally, upon final selection of a new Zag Dining brand identity, we will provide a recommended Brand Identity Launch Campaign to support the consistent introduction of the new brand identities to the campus community.

ZAG DINING BRAND IDENTITY STORYBOARDS

The following storyboards contain the recommended brand identities and preliminary graphics for Gonzaga University’s Dining Program. Please remember that the graphics are initial renditions intended to portray a feeling of the visual direction associated with each identity. Any of these icons can be adjusted or changed to better fit the University and dining program’s needs.

Also included in these initial storyboards are positioning options to accompany each icon. The positioning lines are provided to reinforce the qualities and attributes of Zag Dining. These lines were created to be interchangeable, allowing their use with any of the icon options presented.

OPTION 1: ZAG DINING COLLECTION LOGO INTRODUCTION

The inspiration behind this brand identity was a need to achieve three objectives in one cohesive icon:

1. Reflect the important connection of the dining program to the University and the Jesuit order.

2. Establish Zag Dining as a comprehensive collection of dining options and venues, and not a single entity or service.

3. Create an easily recognizable symbol to represent the dining program on future marketing and communications materials.

The stylized use of the letters “Z” and “D” directly correlate to Zag Dining, while the “sun” element pays tribute to traditional Jesuit symbolism. The “sun” also played a prominent role in the University’s 125th-anniversary logo, providing additional design inspiration.

POSITIONING LINE

PREFERRED:

COMMUNITY • CULTURE • CUISINE

OPTION 2: GATHER • EAT • SERVE

OPTION 3: SATISFYING YOUR HUNGER FOR LIFE

ANATOMY OF A LOGO

MODERN STYLING

The design presents a clean, contemporary, modern look.

STRATEGIC FRAMING

The thin outlining accentuates the featured letters representing Zag Dining.

JESUIT CONNECTIVITY

The creative use of the Jesuit sun symbol gives dimension to the overall logo while adding vibrance to the borders of the D to show magnitude & weight.

BRAND COLORS

BRAND FONT

HEADLINE FONT

FONT DESIGNER: Cosimo Lorenzo Pancini Zetafonts

PRIMARY COLOR

GU BLUE PMS 540

BODY FONT

ACUMIN VARIABLE

REGULAR

SECONDARY COLOR

RIVER BLUE PMS 646

ABCDEFGHIJKLM

NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

BOLD

ABCDEFGHIJKLM

NOPQRSTUVWXYZ abcdefghijklm

PERSONALITY

LIGHT ON DARK VERSION

THE ZAG ZANDWICH A hefty stack of savory sliced ham, with smoked mozzarella cheese, prosciutto, roasted red peppers and a dressing of your choice.

BACK YARD GARDEN BURGER COMBO

with sweet potato fries.

A piled-high veggie burger with a mushroom, tempeh, millet patty, American cheese, special sauce, sprouts, tomato, pickle and onion on a sesame seed bun served

WOODFIRE WEDNESDAYS MEAT LOVERS PIZZA

A 9 inch personal wood-fired pizza topped with pepperoni, hot Italian sausage, bacon, caramelized onions, garlic, oregano, hot cherry peppers, Mozzarella cheese and tomato sauce.

STIR MIX ALOT Get your fill of our featured Grilled Vegetable Stir Fry

Platter with marinated grilled fresh veggies, served with hummus, tabuli and organic brown rice pilaf.

ITS MASTERPIECE MONDAY

Create your own masterpiece meal with over 30 flavor-packed ingredients to choose from! Be the Master Chef of your very own creation!

TRIO TUESDAYS

Offering up 3 for 3 with the Big Bad Bulldog Burger, your favorite fries and a large thirst-quenching drink!

WARM-UP WEDNESDAY

Sure to hit the spot with the ever famous Grilled Cheese and Tomato Soup. A SLAM DUNK FOR SURE!

THRIFTY THURSDAYS AT IGGY’S

Our specially priced Sandwich and Side Combo comes with a 20 oz. fountain drink. Always a quick grab-and-go meal.

chock full of greens, kale, cabbage, tomatoes, carrots

and ninja radishes topped with a raspberry vinaigrette dressing.

GONZAGA GO GREEN Toss up something super healthy with our fresh salad

Bring a friend and get 2 Large Frappuccinos and 2 Bagels of your choice. Start your Friday off right !

FRAPPUCCINO FRIDAYS

THIS WEEK IN THE 12 MON MONDAY AT TUESDAY AT 13 TUES 14 WED 16 FRI 15 THURS WEDNESDAY AT THURSDAY AT FRIDAY AT AT THE COG RETAIL SPECIALS JUNE 12-16

SOCIAL

MEDIA WEEKLY EVENT FLYER ELEMENTS

LOGO ALTERNATIVES

POSTERS

OPTION 2: INSPIRED DINING AT GONZAGA

LOGO INTRODUCTION

The inspiration behind this brand identity comes from the spires that are a prominent architectural feature on the Gonzaga campus. Beyond maintaining a physical presence, the word “spires” is associated with Gonzaga in numerous ways, including the name of the University’s yearbook.

Architecturally, spires symbolize “the strength of religion and the desire to reach toward the sky” and provide an appropriate anchoring point for a dining program logo to bridge the University’s proud past with a vision for the future.