university student centers
THE BRAND BOOK
HELLO! welcome to the university
student centers brand book.
A strong brand is powerful, but the word ‘brand’ is often misunderstood. A brand is not a logo, tagline, design template or message – these are all tools used to reflect and reinforce the brand. A brand is the total experience, expectations, perceptions and emotional connections (or lack there of) people have with an organization. Our brand exists in the minds of our publics already. It’s not a product of marketing. But it can be identified, focused on, communicated about and influenced to advance our organization and help achieve our goals. Strong brands are authentic, attractive, distinctive and a bit aspirational, reflecting where the organization is, and where it is going. In order to build a strong brand we have developed this Brand Book that outlines the important aspects of the branding and identity for University Student Centers.
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what’s a brand book? good question, it provides an overview of the organization and explains how we should talk, feel and act about the brand.
oh cool, what’s the point?
it helps ensure we communicate in a way that’s consistent, clear and effective.
who is this book for?
well, everyone. If you’re a part of University Student Centers, no matter what you do, this book applies.
what do I do now? read it, please! 2
“A brand for an organization is like a reputation for a person. You earn reputation by trying to do hard things well.� -Jeff Bezos, CEO of Amazon
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WHO WE ARE
We run the student centers on NC State’s campus. This includes event services, housekeeping, room set-up, tech/AV support, information services, facility maintenance and much more. We operate in four buildings: Talley Student Union, Witherspoon Student Center, Price Music Center and Frank Thompson Hall.
CONNECT DISCOVER SHOP DINE WORK ENGAGE CREATE 4
campus enterprises University Student Centers was founded in 2009 as a part of the creation of Campus Enterprises. Campus Enterprises is NC State’s lead division for retail and hospitality and is comprised of University Dining, NC State Bookstores, Trademark Licensing, Lonnie Poole Golf Course, University Student Centers (Witherspoon, Thompson, Price and Talley), and the Wolfpack One Card Services. Each unit shares a common goal: deliver quality and efficient services worth dedicated financial support for student activity and scholarships.
Dr. Dan Adams is the associate vice chancellor, Campus Enterprises. Dr. Adams has an extensive background in university administration, most recently at the University of Arizona, where he served as associate vice president for the division of Student Affairs. His experience provides a broad base of knowledge of retail operations, facilities planning, contract development, as well as an understanding of the technical aspects of auxiliary services operations.
GOALS ‣ Apply management practices and responsible planning to ensure excellent service, quality facilities and annual financial return for student support and merit- and need-based scholarships ‣ Provide students, faculty, staff and visitors with one-stop functionality ‣ Identify retail hospitality and student-service opportunities that continually improve customer experiences ‣ Respond to service requests in a prioritized and prompt manner ‣ Emphasize and develop resources that enhance the student experience and offer on-the-job training ‣ Put the best ideas into action by encouraging input from employees at all levels or member organization
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OUR PAST Since the opening of NC State’s first college union in 1954, we have been integral in the transformation of student life on campus. We look back at our rich history in order to better understand how we got here and why we should be proud of our past.
Gerald Erdahl
“The heart of the union is not locked in the steel and concrete of a building, but rather in the Union organization. The Union building is merely the instrumentality through which the union idea is accomplished.� -Gerald
O.T. Erdahl, Union Director 1949-1961
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The University Student Centers has a rich history tracing its roots back to the early American College Union Movement. 1949 marked the arrival of the first union director at NC State, Gerald O.T. Erdahl, who trained at the Wisconsin Union under legend Porter Butts, father of the college union movement. In spring of 1951, the College Union was founded with comprising a board of directors, today’s Student Centers Board of Directors, and a board of chairmen, today’s Union Activities Board. These
two groups carry the legacy of the original idea to enhance campus life at NC State. 1954 marked the opening of the North Carolina State College Union, later renamed the Erdahl-Cloyd Union. As the university expanded, the union outgrew this facility, and in 1972 the organization moved into the newly constructed Talley Student Center. NC State’s student body president at the time, Cathy Sterling, expressed concern that the union was becoming less 8
of a student-run organization and more of a mere facility that was run by the administration. “By the time I came in . . . the student union had no connection with the word ‘union,’” she said. “It was just the building.”
NC State’s Student Life Master Plan, completed in 2008, calls for Talley to be renovated and expanded to serve an ever-increasing student population and to meet the needs of today’s mobile, information-hungry students. The renovation is intended to return Talley The movement away from the core unto its college union idea and toion roots by ward the conmaking it a hub cept of a multiof student life purpose stuthat functions dent center as the center that paid for itof the campus self through community. In student fees addition, the and retail opUniversity Stuerations could dent Centers be seen across board of directhe nation as tors, a student-led governing body, has unions skyrocketed in popularity. In decided to take that effort one step fur1949 there were about 150 college unther by changing the facility’s name. ions; by 1961, that number had quadruWhen phase I of the Talley opened in pled to about 600; and in 1971 there October 2013, close to 59 years to the were about 1,200 college unions namonth after the first College Union tionwide. Talley Student Center is now building opened it greeted the world part of University Student Centers, a as Talley Student Union, a landmark multi-unit, multi-facility umbrella organibuilding that helps students learn and zation that still performs the functions grow beyond the classroom. of the original College Union and much more.
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THE COLLEGE UNION IDEA Meet Porter Butts (pictured above), the father of the College Union Idea. His ideas not only transformed college unions, but directly impacted the union here at NC State. Our first union director trained under him at the Wisconsin Union and brought the college union idea to NC State.
“The Union is the community center of the college, for all the members of the college family—students, faculty, administration, alumni, and guests. It is not just a building: it is also an organization and a program. Together they represent a well-considered plan for the community life of the college. 10
It will serve as a laboratory of citizenship, training students in social responsibility and for leadership in our democracy. It will be the ‘living room’ of the university, providing for the conveniences students and faculty need in their daily life on the campus, for dining together, for getting to know and understand one another through informal association outside the classroom. It will encourage self-directed activity, giving individual students and groups maximum opportunity for self-realization and for growth in social competency-assisting students in developing as persons as well as intellects. It will provide a cultivated and social recreational program, aiming to make free time activity a cooperative factor with study in education and to blend classroom and cultural interests, community service, and daily living into an art of living, one and indivisible. It will serve as a unifying force in the life of the university, cultivating enduring regard for and loyalty to the university.�
Want to learn more? Check out The College Union Idea available for checkout at NCSU Libraries or Amazon.com
CLICK HERE FOR VIDEO
Porter Butts
CLICK TO VIEW IN NCSU LIBRARIES
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OUR BUILDINGS “We shape our buildings; thereafter they shape us.�-Winston Churchill Our buildings are the heart and soul of our operations. Our buildings provide the spaces in which we, along with our students, alumni, staff and guests call home. Our buildings inspire, host, and ultimately shape those who experience them.
Originally built: 1972 Addition: 1992 Renovation + Expansion: Phase 1(A)-October 2013 Phase 1(B)-January 2014 Phase 2-January 2015 Named in honor of: Dr. Banks Talley, Jr. Square footage: 283,000
Originally named the University Student Center when it opened, the student center was the new home for student life replacing the original Erdahl-Cloyd Union (the current Erdahl-Cloyd Wing of the D.H. Hill Library and the Atrium). Talley Student Union is named for the Vice Chancellor of Student Affairs Emeritus, Dr. Banks C. Talley, Jr. Construction of the building was initially completed in April, 1972 with the addition of the three-story Gallery of Art and Design (now the Gregg Museum of Art & Design) finished in August, 1991. Talley Student Union is currently in the midst of a $120 million renovation and expansion, with Phase I(A) opened on October 4, 2013, Phase I(B) is scheduled to open in Jan. 2014, and Phase 2 in Jan. 2015.
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The new building will: …be a hub for quality, student life experiences. Spaces will support student academics; help students balance life and academics; enable student collaboration, interaction and innovation; encourage personal growth and development.
generating functions will provide additional funding for space that exceeds the original, programmed square footage.
…become the center of the campus community. Provide students a community as the center of campus life that invigorates and invites participation and growth. …embrace the spirit, image and character of NC State University. The design exemplifies the values and history of the university and engenders pride of place for the campus community. A new landmark that is mindful of and respectful toward the existing campus character. …be pedestrian oriented. Serve as a campus crossroads as well as a destination. … incorporate transparent design, with clear views from the inside out and outside in. Visually connect spaces within the building and floor-to-floor, using volume and natural light to create open, airy and inviting spaces. …be sustainable and environmentally friendly. Utilize innovative design solutions to construct an energy-efficient building. The project will achieve a minimum USGBC certification of LEED Silver. …be built according to budget. Stay consistent with the budget not to exceed a student fee of $290 per year. Revenue14
GET TO KNOW THE TALLEY STUDENT UNION
Right: A rendering of the Union Tower, Located next to Reynolds Coliseum and the Stafford Commons. Below: A rendering showcasing the Port City Java, bookstore, seating, and collaboration space.
Originally built: 1990 Renovated: 2013 Named in honor of: Augustus M. Witherspoon Square footage: 37,500
Witherspoon Student Center (formally the student annex) was intended to replace and expand several facilities in the existing Student and Cultural Center. The Witherspoon Student Center was completed in the fall of 1990. On the first floor is a 465-seat theater used as a multi-purpose space for the cultural center and student center offices. A gallery, library, study area, and assembly rooms are located on the second floor of the building. More offices for student government are on the third floor, along with the cultural center, WKNC, and publications offices for the Technician, Windhover, Agromeck and Nubian Message. The building is named after Augustus M. Witherspoon to honor his dedication of mentoring students while serving as an outstanding researcher, professor, and community leader. Augustus M. Witherspoon was the first African American professor at NC State and the second African American to receive a PhD from NC State. Witherspoon is currently undergoing a minor exterior renovation that is expected to be completed in October 2013.
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Originally built: 1924 Renovated: 1963, 2009 Named in honor of: Frank Martin Thompson Square footage: 57,020
In 1924, Thompson Gymnasium opened, becoming the first on-campus home dedicated to basketball. Previously, home basketball games had been played in Raleigh Memorial Auditorium. It was built by architect Hobart Brown Upjohn and named for alumnus Frank Martin Thompson. In 1963, after renovations, the Thompson Gymnasium emerged as the Thompson Theater. Originally, the gymnasium was intended to establish a routine physical fitness schedule for students, since military drills were no longer required after World War I. Thompson Gymnasium became the first indoor athletic facility complete with two gyms, an indoor swimming pool, and an elevated indoor track. It also became the center for intercollegiate games. However, when Reynolds Coliseum took over the role of basketball facility, it left the classic building, with its urns and other ornamental architecture, open for the dramatic arts.
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Originally built: 1972 Named in honor of: Percy Walter (Daddy) Price Square footage: 21,525
Price Music Center is named for Percy Walter (Daddy) Price, who is the father of today’s musical organizations on campus. In the fall of 1918, NC State hired Price as an instructor in textiles and director of music. Price’s extracurricular work with the ROTC band grew, until he had organized a concert band, orchestra and glee club. In 1923, he was appointed full-time director of music. Price’s glee club would play for military units, football games and the “State Fair Special” train that toured the state each year before the fair. The first Pullen Hall had been the original music building; however, it was burned down by a fire caused by a student arsonist. The Price Music Center contains three large rehearsal halls, each a building within a building, surrounded by three feet of space, and selfsealing doors
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OUR MISSION, VISION, AND VALUES Our mission, vision, and value statements are words that are crucial for our organization. A Mission Statement defines our organization's purpose and primary objectives. Our vision statement shows the direction we want to push ourselves in. Our values describe the qualities we work and strive towards everyday.
OUR MISSION The University Student Centers provide a clean, safe, and welcoming environment for the NC State community. In support of the university’s educational mission, the Student Centers will provide support to events and activities that will enrich the student experience. Through formal and informal experiences, the University Students Centers serve as a cornerstone for student growth, learning and involvement.
OUR VISION To become a leader on campus in serving the needs of students, staff, faculty, alumni and guests with a reputation for the highest quality of service and facilities.
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OUR VALUES EXCELLENCE provide high quality service through knowledge, professionalism, and friendliness
INITIATIVE solve problems before they occur, take the lead, exceed expectations
RESPECT respect those around you, the facilities, and yourself
STUDENTS we put our students and their needs first, and work to be an organization where many aspects are run by student employees
COMMUNITY provide space and opportunities to build community and strengthen the Wolfpack family
STEWARDSHIP promote the responsible use and management of human, fiscal, and environmental resources
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OUR LOOK The look of the brand is what ties everything together. It is crucial that our visual identity is representative of our organization and our goals. The following pages contain the guidelines for our visual communication and how to implement our look.
THE DESIGN CLEAN + SIMPLE We like our design to align with our organization’s goals of keeping things clean and simple for our clients. We like to leave lots of room for creativity but would encourage designs to be wary of things that over complicate them. To get a better idea of what this means, check out some of the samples on the next few pages.
WHITE SPACE Let your designs breathe. Make good use of white space, there’s no need to have every inch of the page filled with text and images.
COLORS Colors play a huge role in our visual communication. Since we are the Red and White from State (and we know we are the best!) those two colors, along with black should be prevalent in most designs.
FREEDOM While these design principles should be applied and followed very closely, we understand the need for flexibility and freedom in design. Let these principles guide and influence your thought process, not restrict it.
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THE EXAMPLES
EMERGENCY EXIT ONLY !
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Questions? Need Help? Call 919 515-3138 or visit the Information desk.
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digital billboard slide
facebook cover photo
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www.go.ncsu.edu/uscbrand
this site is your best friend. On the brand site, you’ll find templates that fit all your needs, including word documents, powerpoint slides, our marks, and more. Don’t find what you need? Let us know in the help section of the website.
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(this is our mark)
university student centers (horizontal is cool, too) For body text:
FOR HEADLINES:
Univers LT Std
UNIVERS 45 LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
(ALL UPPER CASE) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
don’t add a drop shadow
don’t change the dimensions
don’t change the color
university student centers
don’t change the font
don’t mess it up, we’re counting on you!
THE END thanks for reading the brand book.
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