Newcastle University Corporate Visual Identity

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Newcastle University Corporate Visual
Identity 10 July 2006
Lesley Braiden, Marketing and Student Recruitment
Service
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The CVI Project

• New CVI launched 7 June 2006
• Project Team Lesley Braiden, Bev
• Ferguson, Jo Gibson, Melissa Suddes
• Web Team Damon Querry, Paul
• Thompson and Andy Chau

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Themes for today

• Introduction
• Whats in a logo?
• A bit of history
• Why change?
• The CVI project
• Introducing the new Corporate Visual
• Identity
• General principles of the CVI

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Themes for today

• Expressing your personality and brand
• identity
• Practical matters
• Help and support
• Timescales
• Questions

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Whats in a logo?
A logo is a graphic representation or symbol of
a company name, trademark or brand and is often
uniquely designed for ready recognition.
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Whats in a logo?

• A badgeof which we should be justifiably
• proud
• An identity
• Easily recognisable
• But its not a substitute for our reputation
• and substance as a community of scholars
• and professionals

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A bit of history
Our Corporate Visual Identity has evolved over
time to its current form. The most recent
version dates from 1990. The University has also
changed a lot since then.
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Some issues with the current CVI

• Long namedifficult font.not very visible
• Complicated to useso people dont
• Lots of different web-sites, some with no
• reference to the University at all
• We get called all sorts of things!
• From a marketing perspective, were really
• losing out.

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Signalling the link to the University
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Research institutes and centres
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Why change?
to enable the University to achieve
professionalism, coherence and consistency in the
way its brand identity is represented, in order
to maximise the Universitys profile.
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Why change?

• To achieve greater consistency in the way the
• University is presented externally
• To make the logo more effective, and the
• Universitys name more visible, on printed
• materials and across the whole web presence

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Why change?

• To express more clearly the way in which the
• University is linked to other organisations,
• groups, institutes and partnerships
• To make it really easy for people to use the
• logo in their day-to-day work

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The CVI project
Evolution, not revolution
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The process

• Roadshows, presentations, initial surveys
• Existing crest still popular with many
• Workshops to focus on key elements and
• themes and establish our brand identity
• Major online survey (2965 responses)
• resulting in some modifications
• Online guidelines, templates and
• downloadable items

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The evolution of the brand

• Maintaining our heritage, tradition,
• reputation and credibility
• But also capturing our quality, our
• forward- thinking innovation, creativity
• and enterprise
• a modern classic

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The name
Newcastle University
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Developing the new logo

• Essentially retains the concept of the crest,
• with the lion and the cross
• But re-drawn and simplified, to make it more
• usable, and includes the name Newcastle
• University.

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Changing from this.
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Changing
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Changing
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Changing
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Introducing the new name and logo
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The two-colour corporate logo
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A version for use on a dark background
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A monochrome version
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A reversed-out monochrome version
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The lion
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The lion
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The lion
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The lion
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General principles of the CVI
An opportunity to maximise the Universitys
profile and present a coherent and striking
professional image of the University.
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Using the name Newcastle University
The name Newcastle University is to be used in
a consistent way in all corporate communications
and applications of the Universitys everyday
business. This replaces current practice, which
includes the use of at least four versions of the
name, presenting a confusing picture to the
people and organisations with whom we need to
communicate.
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Communicating the new name

• Consistent use of the name of the University, and
  its communication in a wide variety of contexts,
  is essential in order to
• Ensure that the University is consistently and
• professionally presented to all of its
  audiences
• Avoid the potential for confusion with other
• organisations
• Ensure that the University is consistently and
• effectively identified in search engines,
  directories
• (such as Google)

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The new name is to be used

• in all corporate and individual
• communications
• in printed publications
• in electronic applications
• in reports, research publications and
• citations, journals etc
• in everyday business
• in other relevant physical applications of
• the name of the University

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But
The University retains its formal, official title
of University of Newcastle upon Tyne for the
purposes of its legal registration with the Privy
Council and for a limited number of specific
official and ceremonial purposes.
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Use of the formal title

• In the Statutes of the University, which are
  lodged with
• the Privy Council
• In legal contracts and other official documents
  which
• set out a formal relationship with the
  University as a
• legal entity (eg Intellectual Property
  registrations
• employment contracts business contracts)
• In certain financial contexts (eg VAT
  registration on
• University cheque books)
• On degree certificates and parchments
• On certain agreed items of University memorabilia

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On formal documents and letterhead
Where the new logo is used, there will also be an
explanatory phrase The University of Newcastle
upon Tyne trading as Newcastle University
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Using the new Newcastle University logo

• On all stationery letterhead, compliment
• slips, business cards
• On publicity and marketing materials
• On reports, advertisements, posters..
• and across the Universitys web presence

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Using the Newcastle University logo

• The Newcastle University logo will be the only
• logo / brand for the vast majority of users
• On stationery, only the two-colour Newcastle
• University logo should be used
• On other printed materials, any of the
• approved versions may be used
• Rules about the minimum size must be
• observed

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Using the Newcastle University logo

• The central corporate website was totally
  updated
• and went live on the day of the CVI launch (7
  June)
• (both the corporate site and all other sites
  using the
• corporate template).
• Web Team working on designs for a framework for
  
• other academic and service units that will
  allow the
• University to achieve a consistent approach to
• University branding, whilst allowing for a
  high
• degree of personalisation and individuality to
  come
• through at the same time.

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Using the Newcastle University logo

• The logo must not be distorted or modified in
• any way

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Using the Newcastle University logo

• And good taste, the correct usage and
  effective design should always prevail!

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Design

• Approaches to design will not be
• prescribed
• It will be possible for units to develop their
• own design approach or identity for their
• marketing materials, provided they always
• use the University logo in the approved
• manner

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Expressing your brand identity
Using design to express your units personality
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Using effective designs
Design can be used in a creative way to establish
a clear brand identity for a School, Institute or
unit For example
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Timescales
Implementing the new CVI
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Immediate implementation

• Use the name Newcastle University when answering
• the telephone, talking to students, and when
  referring
• to the University in discussion or in writing.
• Change your email signature to show Newcastle
• University instead of University of Newcastle
  upon
• Tyne.
• Use the correct version of the new logo whenever
  you
• are producing new publicity or marketing
  materials, or
• any materials where you would normally include
  the
• University logo (reports student handbooks
  etc).
• Use the new logo as often as you can!

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To save cost, wastage and inconvenience

• Most things should be renewed / replaced with
  the
• new CVI according to normal replacement
  schedules
• The Web Team will work with Faculties and
  Schools
• and Institutes to develop / adapt websites over
  the
• coming months
• The date by which almost everything should
• have changed to the new CVI is January 2008

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Practical matters
Help and support when using the CVI
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Help and support

• Online User Guidelines and Technical Manual
• A CVI support team will be based in the
  Marketing and
• Student Recruitment Service
• User Group
• CVI Website www.ncl.ac.uk/cvi-support
• Will shortly include some Frequently Asked
• Questions and various procedural documents
• Email cvi-support_at_ncl.ac.uk

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Stationery

• Online system working well, after a few
  introductory
• issues
• You can order your stationery direct through
  the
• system
• Onus on the person ordering to get the details
  right
• and check the PDF proof carefully!
• Takes 4 to 5 days on average from order to
  delivery
• Alphagraphics will also provide name badges

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Progress since the launch

• and priorities for the next month

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Communications

• Leaflet being sent to all staff with a letter
• from the Vice-Chancellor next week
• Display in the Courtyard Foyer
• CVI messages at intervals on the common
• desktop
• Repeat of the Launch Presentation
• A paragraph for inclusion in publicity
• materials
• Message for Alumni Newsletter
• Information in the book about the history of
• the University
• Mailshot to external organisations

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Publicity materials

• A number of items already produced
• New display boards for last months Visit Day
• Visit Day handouts
• Guide to Student Finance 2007
• Parents Guide
• A number of undergraduate subject brochures
• Carrier bags
• Postgraduate Prospectus (in print)
• Posters
• These will be included in the display in the
  Courtyard
• Any examples from other areas?

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Technical things

• Checking that search engines / online research
• directories and registers will continue to
  identify
• everything relating to the University,
  including both
• Newcastle University references and
  University of
• Newcastle upon Tyne (i.e. things like
  articles that
• mention the institution by name and links
  from other
• websites)
• Including the favicon in the use of the crest
  in
• isolation

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Some examples
Items which are already in production / design
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Some examples
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University Visit Day information
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Carrier bag designs
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Undergraduate subject brochures
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Plain posters
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Postgraduate Prospectus
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Presentation Title, Arial 32 point, bold Date,
Arial 25 point
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Questions?