Looks like CU has tapped the shoulder of brand-goliath Landor to help rebrand the university, as evidenced by the email below which was recently sent out to students from the Office of the President. Just like the DENVER Museum, this is another account that should absolutely not be leaving the state for its design services. You’re telling us there are no CU alums that could readily handle this bad boy in-state? Did anyone out there get invited or participate in this RFP? Pathetic decision once again by an institution that should understand the benefits of keeping Colorado accounts here at home.
TO: UCB Students
FROM: Office of the President
SENDER: Office of the President
SUBJECT: Identity Research
The University of Colorado is a great institution with strengths in a number of areas. It is important for us to communicate that by presenting ourselves to our constituents in as effective and efficient a manner as possible. This is particularly challenging in a landscape overcrowded with communication and visual images. Consistent communication is also important to our efforts to attract public and private funding in a difficult economic environment.
To help convey an effective, consistent image and to support our efforts to compete for funding, we are working to clarify and strengthen CU’s brand. To that end, we have engaged the services of Landor, a brand strategy and design firm.
We are undertaking this effort for several reasons:
CU presents itself to constituents in ways that are often confusing, ineffective and inefficient.
Hundreds of different graphic images of CU, each with its own costs attached, are in use on our campuses.
With the prominence of our Boulder campus and the emergence of our Colorado Springs and Denver campuses, particularly the skyrocketing growth of the Anschutz Medical Campus, the university system has matured to the point where it needs to renew and articulate its brand.
CU’s fundraising efforts will benefit from a coordinated, cohesive brand.
We need your help with this process. Thorough research will be the basis of our activities. We are conducting both interviews and questionnaire research with constituents inside and outside the university. You will soon receive an e-mail link to a survey regarding your impressions of CU’s identity. Your perspective is important and I encourage your participation.
Our goals for this project are: to assess how we are viewed now; to clearly define optimal relationships within the CU system, on our campuses and among affiliates; to create an effective brand strategy; and to develop a graphic identity system that will allow us to present ourselves in the best way possible. We expect to have initial direction in the spring, and implementation will be ongoing.
Thank you in advance for your time and participation.
Bruce D. Benson