Uh brand presentation 2013

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Executing the University of Houston Brand Presented by: the University of Houston and 160over90

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executing the brand | what is a brand?

1ST

what is a brand?

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s g o o C o g confidential and proprietary

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that’s a major part of our brand. confidential and proprietary

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but the University of Houston brand isn’t just colors, logos, and websites.

OR BILLBOARDS, TAGLINES, AND COMMERCIALS. OR FACE PAINTING OR AWESOME CHANTS, FOR THAT MATTER.

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ER P A

S I A BRAND TION P E C ER P L SONA confidential and proprietary

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L L HE S T U N A IN Our brand is what students, parents, academics, alumni, public servants, corporations, countries, and outside observers all think, feel, and respond to when they hear the words, confidential and proprietary

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Y IT S NIVER U “ OF ” TON S U HO confidential and proprietary

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Our brand is our entire story.

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Keep in mind, too, that this perception looks and feels different to each individual. confidential and proprietary

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ly e t a m i t Ul by creating a strong yet versatile brand, we continue to shape the way people think and feel about the university of houston for the better.

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Southwest airlines does it right. their brand promise is

i t a r c o “dem

” s e i k s e h t e z

a phrase you’ll never see in ads, but is the core of who they are.

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C A F Y MAN

BRAND ONE , S ET

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2ND

What DOES GOOD BRANDING MEAN FOR A UNIVERSITY? confidential and proprietary

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many people think that branding is about a logo.

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executing the brand | what is a brand?

there is a lot of noise in the market. a logo is part of the brand, but it can’t do the heavy lifting. what about a tagline?

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Learn. Lead. Serve.

Personal. Practical. Professional.

Learn. Serve. Lead.

Inform. Involve. Inspire.

Learn. Live. Do.

Draw it. Build it. Make it.

Learn. Achieve. Contribute.

People. Technology. Careers.

Learn. Grow. Change.

Values. Voice. Vision.

Learn. Grow. Achieve.

Explore. Experience. Excel.

Achieve. Serve. Lead.

Spirit. Inquiry. Leadership.

Classic. Daring. Life-changing.

Spirit. Mind. Body.

Challenging. Engaging. Inspiring.

Believe. Belong. Become.

Engage. Excel. Explore.

Quality. Affordability. Excellence.

Character. Competence. Service.

Quality. Innovation. Success.

Quality. Innovation. Success.

Spirit. Intellect. Purpose.

Bold. Innovative. Principled.

Intelligence. Scholarship. Practical.

Scholarship. Service. Justice. confidential and proprietary

executing the brand | what is a brand?

An Enviable Record of Diversity Always Thinking An Institution of Individuals A College with Spirit!

Assist. Analyze. Discern.

Be Yourself. Connect Yourself.

A Distinguished Past and Bold Future Become Exceptional.

Become Extraordinary.

A Future of Opportunities Become the Best.

A Foundation for Life A Higher Form of Higher Learning Believe. Belong. Become.

A Higher Purpose in Mind Bridging Cultures. Building Lives.

A New Class of Leaders Beyond the Mind.

Learn. Achieve. Contribute.

Excellence in Achievement A Tradition of Achievement Scholarship. Service. Justice.

A Culture of Success A Different Way of Thinking

A Short Drive to Great Distances

Bold. Innovative. Principled.

A Light for Your Path Building Brighter Futures.

A Place for You Building for your Future A whole education for your whole life Building on Dreams Access and Excellence Challenging. Engaging. Inspiring.

An Education that Works Character. Competence. Service. confidential and proprietary

executing the brand | what is a brand?

each of those actual taglines from the schools may be true, but they don’t tell the story effectively. taglines can’t do the heavy lifting either.

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GOOD BRANDING

TING S DI

U O Y S HE S UI

FROM THE OTHER 4,495 UNIVERSITIES IN THE U.S.

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IT

MEMORAB U O Y S MAKE confidential and proprietary

LE

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E U Q NI U confidential and proprietary

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Branding makes your audience

ly e v i t c a

u o y t n a w

not simply choose you by default.

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You are the masters of your message. confidential and proprietary

executing the brand | what is a brand?

like the university, our brand has

us o m r o n e

e c n e flu n i

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o y t i s r e univ

s i n o t us o h f

one of the top universities in texas for return on investment responsible for 14% of houstonians who hold A bachelor’S degree bringing in over $3 billion for the Houston economy A TIER ONE RESEARCH UNIVERSITY confidential and proprietary

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With a revitalized brand, we can narrate the

ne

r e t p a h c t x

of the Cougars and their epic accomplishments.

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A great brand is really a great vehicle for telling stories. confidential and proprietary

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3rd

WHAT IS THE UNIVERSITY OF HOUSTON BRAND? confidential and proprietary

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w w o h

e r e h t o eg

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after a nationwide search, uh partnered with the branding agency 160over90. the extensive process lasted ten months and received approval each step of the way.

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Discovery Questionnaires Current and Past Collateral Review Past Branding and Campaigns Review Competitive Analysis Campus Tour Interviews

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: h t i w s g n i t e me President Khator Board of Regents Marketing & Communications Administrative Leaders Staff / Staff Council Financial Aid Arts Division Students Student Focus Leaders Residence Life Athletics Provost

Academic Deans Faculty / Faculty Senate Honors College University Advancement Alumni Blaffer Art Museum Moores Opera House Campus Recreation & Wellness Center Science & Engineering Research Center University Eye Institute KUHF Public Radio Athletic Facilities confidential and proprietary

executing confidential the brand and | what proprietary is our brand?

We uncovered the University of Houston’s

e m a d n fu

h t u r t l a t n

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Which led to the University of Houston’s

a r b

e s i m o r p d n confidential and proprietary

executing the brand | what is our brand?

So what is our brand promise?

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s i n o t us o h f o y

t i s r e v i the un

DRIVEN THE OR F A

C C A ME

This is the core of the University of Houston brand.

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the phrase is not a tagline, nor will it be seen in any external communication or advertising.

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t s n i a g a y r c g n i lly a r l a n r e . t d n e i r r u su o a e s i m it s i k r o w r u o f o ll a h c i h w

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The core is supported by three primary brand pillars that give it meaning and make the story ownable.

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executing the brand executing | What the does brand good | what branding is ourmean brand? for a university?

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s e d i r t s y t i s r e v uni surprising number of top-ranked academic programs problem-solving research with practical applications metropolitan campus with the feel of a large traditional campus new leadership shifting culture of change to focus on students

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l a i t n e t o p g n i r e g g a st n o t us o h f o y t i c e h in t 4th largest city in the u.s.—and growing most fortune 500 companies outside of nyc largest health system in u.s. (texas medical center) thriving energy industry international hub more than 6 out of 10 uh alumni stay in houston after graduation low cost of living and low unemployment confidential and proprietary

executing the brand | what is our brand?

t r a t s self

y t i l a t n e m er

ambitious, entrepreneurial uh grads fuel houston high percentage of first-generation college students over 3,500 alumni own or run a business notable alumni accomplishments in research, sports, the arts and business

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a w t Bu

e r o m s ’ e r e h t it,

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The Tone of the Brand confidential and proprietary

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r u o e k i l s i e n o t r u o y t i l a n o s r pe it’s how we sound, how we look, how we come across to people.

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approachable practical bold progressive direct aspirational confidential and proprietary

executing confidential the brand and | what proprietary is our brand?

we are a family

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executing confidential the brand and | what proprietary is our brand?

Everyone here has a chance to tell a piece of The University of Houston’s powerful story.

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executing confidential the brand and | what proprietary is our brand?

While all remaining clearly related to each other.

GRANDAD

SISTER

FATHER

MOTHER

SON

COUSIN

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BROTHER

AUNTIE

UNCLE

executing the brand | what is our brand?

There are very, very few times we ask our vast community to be single-minded.

This happens to be one of them. confidential and proprietary

executing the brand | what is our brand?

4th

SO WHAT DOES THE UNIVERSITY OF HOUSTON BRAND LOOK LIKE? confidential and proprietary

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e l a n o i t ra Within the city limits of Houston, there are no limits.

The resources of Fortune 500 companies fuel the ambition of Tier One university students and faculty to relentlessly drive progress.

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executing the brand | what is our brand?

the examples you are about to see are not real projects. they are brand concept art without a logo. actual projects will always include a uh logo. confidential and proprietary

executing the brand | what does our brand looks like?

Keep in mind, too, that this perception looks and feels different to each individual.

BRAnD ARt

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executing the brand | what does our brand looks like?

Keep in mind, too, that this perception looks and feels different to each individual.

BRAnD ARt

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executing the brand | what is our brand?

one way to express the brand is through illustration. another way is through photography. both styles are in the brand.

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Keep in mind, too, that this perception looks and feels different to each individual.

BRAnD ARt

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executing the brand | what does our brand looks like?

Keep in mind, too, that this perception looks and feels different to each individual.

BRAnD ARt

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e h t e we us

o t k a e sp o t ly t

n e r e ff i d d n a br

t n e r e ff di

. s e c n e i d u a

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DENT U T S a t h g i m t a wh ?

IKE L LOOK VIEWBOOK confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual. confidential and proprietary UnDERGRADUAtE viEWBooK

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Keep in mind, too, that this perception looks and feels different to each individual. confidential and proprietary

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pp a b e w a t h g i m t a h w ? e k i l k o lo confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual. intERACtivE UnDERGRADUAtE viEWBooK

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e n i l n o n a t h g i m t a h w ? e k i l k o o l k o o b w e i v confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual. intERACtivE UnDERGRADUAtE viEWBooK

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INTERACTIVE UNDERGRADUATE VIEWBOOK

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c i l b pu a t h g i m t a h w ? e k i l k o o l e c a sp confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual.

Uh PRiDE stoRE ConCEPt

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r o o d t u o t h g i m t a wh ? e k i l k o o l s n sig confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual.

AlUMni CAMPAiGn

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s t r a n a t h g i m t a h w ? e k i l k o o l e r u h c o br confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual.

ARts DistRiCt PRoMotion

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r o n o d a t h g i m t a h w ? e k i l k o o l n o i t a c i n u m m co confidential and proprietary

Keep in mind, too, that this perception looks and feels different to each individual.

CAPitAl CAMPAiGn

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Keep in mind, too, that this perception looks and feels different to each individual. sUMMARY

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executing the brand | brand spectrum

brand spectrum confidential and proprietary

Spectrum

executing the brand | brand spectrum U n i v e r s i t y o f H o U s t o n P r e L i M i n A r y s t y L e G U i d e • P. 25

P L AY f U L

The UH brand is robust. It can flex to be more playful or serious as needed depending on the materials it’s being used for. In instances such as undergraduate communications, the brand’s various design elements, illustrations, and icons can be used more heavily. The brand’s full range of colors can also be used in these instances to appeal to a younger audience.

While the type should remain clean and distinct, there is more room for breaking the grid, and having larger type moments throughout this aspect of the brand.

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Spectrum

executing the brand | brand spectrum Un n ii vv ee rr ss ii tt yy o o ff H Ho oU U ss tt o on n PP rr ee LL ii M M ii n n AA rr yy ss tt yy LL ee GG UU ii dd ee •• P. P. 26 25 U

L AY EP N E R fGUE LT I C

The UH brand robust. canbe flexcalled to beon more playful an or energetic serious asand Sometimes theisUH brandIt will to provide needed on the materials it’s being usedand for. high In instances fun feel depending while still conveying the accomplishments level of such work as undergraduate communications, design elements, being done. In these instances, as isthe thebrand’s case forvarious materials about the illustrations, iconsofcan beisused heavily.yet Thethe brand’s range of Arts District, and the use icons still more appropriate, overallfull design colors can also be used in these to appeal younger should be more sophisticated andinstances incorporate some to of athe blockedaudience. type While the type alignments andshould icons. remain clean and distinct, there is more room for breaking the grid, and having larger type moments throughout this aspect of the brand.

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Spectrum

executing the brand | brand spectrum Un n ii vv ee rr ss ii tt yy o o ff H Ho oU U ss tt o on n PP rr ee LL ii M M ii n n AA rryy ss tt yy LL ee GG UUiiddee •• P. P. 27 25 U

P LR AY O ffEU S SL I O N A L

The UH brand is robust.

It can flex tofor be the more playfulschool or serious as For certain materials, such as pieces business or graduate needed depending on thetakes materials it’s being used for.tone.

In instances suchof programs, the UH brand on a more professional Small hints as communications, theinbrand’s various design theundergraduate brand’s personality shine through places like headers or elements, breakdowns illustrations, and icons be the usedicons moresparingly. heavily. The brand’s of information that cancan utilize In this mode,full therange of colors can alsopalette be used in use these to to appeal to a younger minimal color and of instances white helps communicate moreaudience. of a While the type should remain cleantypography and distinct, more of room for clean and reserved tone.

Likewise, forthere theseis types materials breaking grid,traditionally and havinglaid larger should bethe more out.type moments throughout this aspect of the brand.

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Spectrum

executing the brand | brand spectrum U n i v e r s i t y o f H o U s t o n P r e L i M i n A r y s t y L e G U i d e • P. 28

DISTINGUISHED

For communications to alumni or donors, like capital campaign materials, using the design elements in a bold and simple way is key. We strive for a minimal use of colors on individual spreads, however the use of the full range of the color palette across various spreads is acceptable.

Clear, bold messages with light use of icons help create an elevated feel while maintaining some of the youth and warmth of the brand. Depending on the purpose of the piece, using larger type moments, portraits of UH students, and photos of campus can help to show the bond between UH, the community, and alumni to generate excitement and support.

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executing the brand | resources

Res

m r o f s e c our

d a e h a g ovin

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S T YLE GUIDE VER SION 1.0 9 .1 6 . 2 0 1 3

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executing the brand | resources

Use Marketing and Communication as a resource, too. marketing@uh.edu

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executing the brand

u o y k n a h t

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