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Rebrand Project 2019

Marylhurst University Brand Strategy Book


Table of Contents


01 Brand Strategy

02 Logo Development

History

04

Overview

26

Competitive Analsis\

06

Loose Sketches

28

Timeline

08

Refinements

30

Audience Profiles

10

Brand Grid

16

Keywords

18

03 Brand Standards

04 Brand Applications

Main Logo

34

Business System

50

Logo Sizes

36

Sports Apparel

52

Clear Space

38

School ID Tag

54

Logo Variations

40

Library

56

Unathorized Usage

42

Primary Colors

44

Fonts

46

05 Brand Extensions Clinic & Medical Office

60

Unversity Cafe

62

Stadium

64

Newspaper

66


01 Brand Strategy


MARYLYHURST UNIVERSITY a place for pioneers


History Mission Statement A community of pioneers ready to change the world.

Keywords 1. Progressive 2. Tactile 3. Esteemed 4. Dark Horse 5. Authentic

Repositioning Statement Marylhurst University is a community of innovative thinkers and changemakers where people from all walks of life and stages are welcome. While serving a small population was part of our core in the beginning, we are evolving and expanding to meet the needs of the students today. Marlyhurst University offers more degrees, constituency groups, programs , and academic buildings, than ever before all to do one thing — move you forward. While you can still expect to see our signature small classes, know that even bigger things are planned ahead.

7


Competitive Analysis

A

D

D

1: United States Coast Guard:

A

A

Ancillary Competitor

The Coast Guard is a maritime, military, multi-mission service unique among the U.S. military branches.

2: Corban University:

Direct Competitor

Corban University is a private Christian college in Salem, Oregon. The school of about 1,200 students offers undergraduate work in biblical studies, liberal arts, and professional studies.

3: Oregon State University:

Direct Competitor

Oregon State University is a public research university in Corvallis, Oregon. The university offers more than 200 undergraduate degree programs along with a variety of graduate and doctoral degrees.

4: National Outdoor Leadership School:

Ancillary Competitor

A non-profit outdoor education school based in the United States dedicated to teaching environmental ethics, technical outdoors skills, wilderness medicine,

5: AmeriCorps:

Ancillary Competitor

A voluntary civil society program engaging adults in public service work with a goal of "helping others and meeting critical needs in the community

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D

D

6: University of Oregon:

F

D

A

Direct Competitor

A public flagship research university in Eugene, Oregon. Founded in 1876 on 295 acres.

7: George Fox University:

Direct Competitor

George Fox University (GFU) is a Christian university in Newberg, Oregon. Founded as a school for Quakers in 1885, the private school has more than 4,100 students

8: School of the Ozarks:

Future Competitor

The college charges no tuition for full-time students due to its student work program. The program requires students to work 15 hours a week at an on-campus work station and two 40-hour work weeks during breaks.

9: University of Portland:

Direct Competitor

The University of Portland is a private Roman Catholic university located in Portland, Oregon. Founded in 1901, UP has a student body of about 4,000 students. UP is ranked 6th in the west for regional universities.

10: Teach for America:

Ancillary Competitor

"Corps members," commit to teaching for at least two years in a public or public charter K–12 school in one of the 52 low-income communities that the organization serves.

9


Timeline

1893

1959

1991

Group started St. Mary's

Became an independent

American Art Therapy

Academy and College

institution

Association reviewed the program positively

1859

1930

1974

Roman Catholic Sisters

Moved to new property

Transitioned to a

arrived in Oregon

and was renamed Marylhurst

co-educational institution

College

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1998

2013

Marylhurst College became

Enrollment drops

Marylhurst University

in half

1996

2008

2018

Recognized as the best

Judith Johansen named

University closes

value in higher education

president until 2013

among Western regional colleges

11


Profile 1 Junior in High School NAME: Justin AGE: 17 LOCATION: Olympia, WA OCCUPATION: Student MARITAL STATUS: Single

Background: Justin is almost in his last year of high school in Washington state. He does not have his mind made up on where he wants to go to college but wants to attend a school that is a right fit for him. He is beginning to research colleges to apply to and really values smaller class sizes. He is interested in staying on the west coast but is open to attending an out-of-state school too.

Decision Factors: Reputation

Proximity

Tuition

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Profile 2 Community College Student NAME: Heather AGE: 20 LOCATION: Portland, OR OCCUPATION: Student MARITAL STATUS: Single

Background: Heather is in her second year of community college with plans to transfer to a four-year university next year. She is budget conscious and wants to attend a college nearby so that she doesn't have to move far. She doesn't mind class size as long as she's receiving a quality education for a good price.

Decision Factors: Reputation

Proximity

Tuition

13


Profile 3 Needs Value

NAME: Ray AGE: 23 LOCATION: San Francisco, CA OCCUPATION: Office Assistant MARITAL STATUS: Single

Background: Ray lives in Francisco and did not immediately go to college. He works as an office assistant but wants to start building his career. He is begun researching colleges and degrees and is looking for a good university to attend. The cost of living in San Francisco is too high for Ray and wants an inexpensive university that's also not too far away from home.

Decision Factors: Reputation

Proximity

Tuition

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Profile 4 Mom in College

NAME: Morgan AGE: 28 LOCATION: Lake Oswego, OR OCCUPATION: Photographer MARITAL STATUS: Married

Background: Morgan is a married mom of two who previously attended college but stopped when she had her first kid. She is now ready to finish her degree and wants to attend a school nearby. She is also looking for cost-efficient school as she will be working part-time and needs to save money.

Decision Factors: Reputation

Proximity

Tuition

15


Profile 5 Thinking Ahead

NAME: Peter AGE: 18 LOCATION: Eugene, OR OCCUPATION: Student MARITAL STATUS: Single

Background: Peter is a high school senior and has applied to several universities in Oregon, including Marylhurst University. He is still weighing his options before making a final decision. He ultimately wants to attend a college with a strong reputation so that he can make a good impression for future employers.

Decision Factors: Reputation

Proximity

Tuition

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Profile 6 The Right Fit

NAME: Jess AGE: 19 LOCATION: Monmouth, OR OCCUPATION: Retail Associate MARITAL STATUS: Single

Background: Jess took a year off school because she wasn't sure what she wanted to do yet. She currently works at a large retail chain but is considering going to college. If she decides to go, she wants to attend a school that fits her lifestyle and values, which is more progressive, feminist, and liberal.

Decision Factors: Reputation

Proximity

Tuition

17


Brand Grid Before: Traditional

Marylhurst University

Marylhurst University Brand Strategy Book

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After: Progressive

Marylhurst University

19


Keyword: Tactile

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21


Keyword: Progressive

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23


Keyword: Esteemed

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25


Marylhurst University Brand Strategy Book

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02 Logo Development

27


Pictorial Marks

Typographic Marks

• Iconic

• Wordmark

• Indexical

• Letterform

• Symbolic

• Combination

• Emblem

• Keyword

• Abstract

• Pull • Brand Soul

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29


Loose Sketches

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31


Refinements

MARYLHURST MARYLHURST UNIVERSITY

MARYLHURST UNIVERSITY

MARYLHURST UNIVERSITY

MARYLHURST UNIVERSITY

MARYLHURST UNIVERSITY

MARYLHURST UNIVERSITY

UNIVERSITY

MARYLHURST UNIVERSITY

MARYLHURST

Marylhurst University Brand Strategy Book

UNIVERSITY

32


33


Marylhurst University Brand Strategy Book

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03 Brand Standards

35


Main Brand Identifier Vertical

Horizontal

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37


Logo Sizes Size: 45 mm Usage: Legal sized documents Point size: 30 Text leading: 34

45 mm

Size: 35 mm Usage: Letter sized documents Point size: 20 Text leading: 24

35 mm

Size: 25 mm Usage: Minimum for print Point size: 11 Text leading: 15 25 mm Marylhurst University Brand Strategy Book

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Size: 65 mm Usage: Legal sized documents Point size: 30 Text leading: 34 65 mm

Size: 45 mm Usage: Letter sized documents Point size: 20 Text leading: 24 45 mm

Size: 35 mm Usage: Minimum for print Point size: 11 Text leading: 15 35 mm

39


Clear Space To protect the integrity of the university's logos and to ensure they are always immediately recognisable, it is necessary to maintain a minimum clear space around all four sides.

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Furthermore, they must always be displayed as stand-alone elements and cannot be combined with any additional words, graphics, design features or symbols.

41


Logo Variations

The primary Marylhurst University logo is to be applied only on backgrounds within the university’s brand color palette. When the logo is applied on backgrounds outside of the main color palette, the black and white one-color versions of the logo are required. In some instances, using the full-color primary logo will not be considered the best option. During these cases, one-color options are available. In order to provide enough contrast, the color variations to the right are the logos acceptable for use.

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The one-color primary logos should always be

black are required. You may use the navy or green

used when applied on a background color that is

backgrounds in various scenarios. The initial

not in the university’s color palette. If the logo is

“MU” logo can be applied on smaller appliations

positioned on a non-university brand colored

such as letterheads.

background, the one-color versions in white or

43


Unauthorized Usage Manipulating logos is harmful to one’s brand and hinders effective communication. Please be mindful of this when using the primary logo and avoid these common examples of incorrect logo usage: DO NOT: 1. Alter the colors of the logo 2. Place text over the logo 3. Stretch or distort the logo in any way 4. Skew the logo 5. Apply effects or filters 6. Arrange text above or below the logo 7. Invert logo colors 8. Reduce the size of the pictorial mark

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1

2

4 3

5

6

7

8

45


Color Usage The classic Marlhurst Univeristy color palette consists of navy, green, gold, and orange. Please refer to the specific color values to ensure their correct reproduction. In the instance that full-color printing is unavailable, logos and marks should only be reproduced in one-color format options within the universities color palette. White and gray one-color options are also acceptable, provided they appear on backgrounds with enough contrast.

Color 1: Navy

Color 2: Orange

Color 3: Gold

Color 4: Green

PMS

302 C

715 C

115 C

341 C

CMYK

95, 73, 35, 21

0, 52, 85, 0

4, 26, 96, 0

88, 31, 77, 19

RGB

28, 71, 107

250, 145, 59

245, 189, 38

13, 115, 84

HEX

1C476B

FA913B

F5BD26

0D7354

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White, gray or muted color options are also acceptable, provided they appear on backgrounds with enough contrast.

47


University Fonts Like our logos, wordmarks, and colors, our typography emphasizes our brand values. It is versatile and adaptable to all our marketing efforts and products across the university, adding character to all communication channels both internally and externally.

Montserrat

Character

Aa

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ~!@#$%^&*()_+|`-=\[]{};â&#x20AC;&#x2122;:â&#x20AC;?,. /<>?

Styles

Thin Extralight Light Regular Medium

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Montserrat is used in the official logo and is better suited for executive communications, all sports paraphernalia, campus signage, and marketing material. Minion Pro can be used as a secondary typeface for smaller initiatives such as flyers, internal events, emails, booklets, etc.

Minion Pro

Character

Aa

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ~!@#$%^&*()_+|`-=\[]{};â&#x20AC;&#x2122;:â&#x20AC;?,./<>?

Styles

Regular Italic Bold

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04 Brand Applications

51


Business System

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Sports Apparel

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School ID Tag

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Library

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Marylhurst University Brand Strategy Book

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05 Brand Extensions

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Clinic & Medical Office The clinic and medical office is intended to be a service provided by Marlyhurst University that is not only open to students and faculty, but also the general public. It would be located a mile or two away from the campus. To stay on brand, the decor would reflect the universities colors and tone.

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University Cafe The university cafe is envisioned to be a small chain of coffee houses located within a 60-mile radius. The menu would be comprised of coffee and small snacks named after the school, such as the Maryl Mocha or the Hazelnut Hurst.

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Sports Arenas The stadium would primarily serve the students and sports teams of Marlyhurst University but also be available for use by the community for concerts and other events.

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Newspaper The Daily Hurst is a university-operated newspaper that is cycled to buildings on campus, student residence halls, faculty, and anyone within city limits. It would highlight university

news,

updates, and more.

Marylhurst University Brand Strategy Book

weather,

community


69


The future belongs to those who believe in the beauty of their dreams. ­ — Eleanor Roosevelt

Profile for Merina

Marylhurst University Brand Book  

Marylhurst University Brand Book  

Profile for merina8
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