NEW COLLEGE BRAND A “brand” captures what is unique about an organization and communicates it in a compelling way. In 2012, as Wake Tech looked forward to celebrating its 50th anniversary, college leaders decided it was time for a new brand – a fresh take on how Wake Tech presents itself to the community. VisionPoint Marketing in Raleigh was selected for the brand development project. VisionPoint interviewed students, employees, and members of the community to distill the essence of Wake Tech. They discovered that like other community colleges, Wake Tech is diverse, accessible, affordable, and responsive to the community. They dug deeper to find out what makes Wake Tech unique as an institution and as an academic community, and five defining attributes emerged: Wake Tech is reputable, welcoming, passionate, high-quality, and life-changing. The new brand identity was developed with these qualities in mind. Wake Tech’s new logo features a torch, symbolizing the role Wake Tech plays in helping students find their way along the truly life-changing path of higher education. The new tagline, “Lead the way,” speaks to students’ ability to take charge of their lives as they learn and grow, as well as to lead and inspire others. It also alludes to the innovation and future focus that have been a hallmark of Wake Tech programs and services for 50 years.
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