Branding Project Produces New Marketing Materials
April 19, 2013
The Office of Communications & Marketing has partnered with Grip Design on a branding project to effectively promote the College, especially to prospective students and donors.
SLRP II and the Integrated Communications & Marketing Plan call for a more intentional and aggressive approach to marketing. Hiring a marketing specialist, adding support in online communications and making updates to the website are among new initiatives in the past two years. The recent project with Grip is the next step in building a stronger marketing program.
As part of the “discovery” phase of the recent branding project, Grip specialists in February explored Guilford’s uniqueness and value in conversation with current traditional aged and CCE students, faculty and staff. In addition, they surveyed hundreds of students who applied but did not enroll by phone and email. They analyzed this new data along with the College’s existing research data.
From their findings, the Grip specialists developed an update of the College’s official logo and bolder, more authentic marketing messaging. In late March, these new materials were presented to President Kent Chabotar, the senior staff group, the SLRP Committee and representatives of Admission, CCE, Advancement, Student Affairs and the Integrated Marketing Advisory Committee of staff, faculty and students.
The primary version of the updated logo retains the iconic tree image from previous logos and adds the seven core values and the year of Guilford’s founding. There is a secondary logo without the core values and a word mark for the College in a new typeface. Standards for logo usage will be outlined in a new style guide.
The new messaging is founded on four “pillars”: 1. Find Yourself (at Guilford), 2. The Value of Values, 3. Truth in Learning and 4. Thinkers into Leaders. Quaker education and values, personal growth and transformation, social justice, Principled Problem Solving, experiential learning and student support, among other College attributes, influence the messaging.
The campus community is invited to view the updated logo and samples of materials that incorporate these marks and new messaging. Photography in most of the materials is for illustration only and will be replaced by images of Guilford students, faculty and the campus.
Comments about these materials are welcomed. Please email them to Ty Buckner, firstname.lastname@example.org, by April 26.
This week, Grip captured new campus photography for the marketing materials. The new branding will be incorporated as we move through 2013. Updates on this work and the roll-out of new materials will be provided to the community by Communications & Marketing.