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Branding in education and research is different from corporate branding. But how?
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Image source: http://archleague.org/2011/02/call-for-entries-its-different/ bajinder pal singh
Image Source:http://jacketupload.macmillanusa.com/jackets/high_res/jpgs/9780805089462.jpg
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Identification
Parade
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Identification
Parade
1
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2 Identification
Parade
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Brand Age
Harvard - 1636 Nike Swoosh – 1964/1971
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Cambridge- 1209 Apple–1971
Its not about age
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Brand Statement
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“We have identified a third place, and I really believe that sets us apart. …..customers come for refuge.”
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bajinder pal singh
What we sell is the ability for an 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him/her.”
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Scotland’s
Oldest
University
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IIT’s
Technology
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bajinder pal singh
While people
may want to hide
their age
Universities are
Proud of their age,
history and ancestry
Some newer
universities also
mention their age
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University
Coat of Arms
York University Open University bajinder pal singh
bajinder pal singh
Deciphering
Coat of Arms
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1.Crest
2. Wreath
3. Leaves
4. Mantling
5. Supporters
6. Helmet
7. Torch
8. Lamp
9. Set Square
10. Motto
Source: http://ryersonian.ca/article/11642/
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Crescent moon represents Peter de Luna (Pope Benedict XIII) who issued the bulls of foundation of the University in 1413 Lion Rampant: Taken from the Royal Arms of Scotland, represents the royal authority of King James I (1406-1437) who was associated with the foundation Gold diamonds (mascles or) are taken from the personal arms of Henry Wardlaw, Bishop of St Andrews 1404-1440 who issued the original charter which incorporated the Studium Generale in 1411/12; Open book with the red page edges: learning Blue and silver cross: Saltire of Scotland.
Source: http://www.st-andrews.ac.uk/about/universitycoatofarms/
Rebranding
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Why rebranding?
1. Shift in focus
2. Simplify
3. Reinvent
4. Circumstances
5. Repositioning
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Original
Apple logo
1976
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1998
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Chicken went missing
Image is that It can now sell things
other than chicken
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1. Swoosh changes to arrow
2. a is connected to z, implying a-z
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Rebranding in Education
Four cases
1. University of Southampton
2. University of California
3. Stanford
4. Asian Institute of Technology
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http://www.timeshighereducation.co.uk/story.asp?storyCode=400571§ioncode=26
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” the dolphin
logo can give a
misleadingly
narrow view of
the breadth of
disciplines
offered by the
university ”
Why the change in logo?
Adam Wheeler
Senior Deputy Vice-Chancellor
1
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New University of California logo 2
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http://www.cbsnews.com/8301-201_162-57558552/new-university-of-california-logo-spurs-mockery/
New University of California logo spurs
mockery, said CBS News
New logo was dropped
Media
criticism
Online
petitions
2
Lisa Lapin, associate VP of university communications: "didn't work digitally. It's too thin and fine.” Read more: http://www.businessinsider.com/why-stanford-university-changed-its-logo-2012-11#ixzz2IbR36okv
Stanford also changed the logo
But tree and seal remained
3
Earlier font
was designed
specifically for print
and stationery. It doesn't translate to an
iPhone screen
It did not work
digitally. It's too thin
and fine.
But Why?
Source: http://www.businessinsider.com/why-stanford-university-changed-its-logo-2012-11#ixzz2IbR36okv
Lisa Lapin,
Associate VP
University
Communications
3
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4 Asian Institute of Technology (AIT)
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4 Why ?
Need to focus more on Asia
Earlier globe centered on Australia,
rather than Asia bajinder pal singh
Rebranding in Education
Four cases
1. University of Southampton Went ahead
2. University of California Failed
3. Stanford Minor change
4. AIT Minor change
Stanford : adapting to digital world
AIT : mission and vision statement
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Mother Brand
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Sister Brand
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Sister Brand bajinder pal singh
IITs (India) can be
called sister brand
But the mother
is missing
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Branding is not logo alone
It is also about slogans
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Campaign slogans
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priceless
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Some use Logo alongwith slogan
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Some universities Use logo And slogan
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Universities also
launch fundraising slogans
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Vernacular logos
Agriculture Research Organization
University of Hamburg
Lund University
Multilingual logos
Education and research faces
this unique issue
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Indian Space
Research Organization
ISRO
Multilingual logos
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Multilingual logos
Customizing brand
according to local conditions
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Customizing brand
according to local conditions
University of
Nottingham
Coat of Arms
University of
Nottingham
logo
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Geographical
Coordinates
Universities and educational
Institutions have strong
geographical connotations
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1
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But University of Oxford
is in Oxford, United Kingdom
And MIT has to be associated
With Massachusetts, USA
And University of Tokyo
Is associated with Tokyo, Japan
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Some universities are international
And some are a little
divorced from geography
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Most universities
Have detailed branding
guidelines
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Colour on black
Colour on white
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Arial
Sabon
Myriad bajinder pal singh
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Cobranding
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http://www.gem-msc.org/
Cobranding and rebranding in
higher education
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Aalto University
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‘It does not define the
identity of the university but
is an open question directed
at the recipient. The logo is
an invitation to discuss,
evaluate and participate’
Rasmus Snabb for Aalto University Source: http://by.rasmussnabb.com/index.html
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