CASTLETON STATE COLLEGE

College Memories:A Brand Reimagined

Section 1Introduction

Section 2Brand Development

2.1 Research3.2 Target Audience3.3 SWOT Analysis3.4 Mood Boards3.5 Logo Development

Section 3Styleguide

4.1 Redesigned Logo4.2 Typography 4.3 Color Palette

Section 4Final Design

5.1 Social Media5.2 Website5.3 Augmented Reality5.4 Print

Table of Contents

1

Established in 1787, Castleton is the nation’s 18th oldest college. Offering one of the lowest tuition rates in the region plus a wide variety of program options in an environment of friendly collaboration, fun, and outdoor recreation, Castleton is an obvious choice. Decreased funding and increased competition for students, however, are threatening the vitality of the school. An updated and reenergized brand identity will help revive this historic and magical place of learning.

2

Introduction1.1

Woodruff Hall Dorms

Fine Arts Center

Castleton campu

s

3

Section 2Brand Development

2.1 Research2.2 Target Audience

2.3 SWOT Analysis2.4 Mood Boards

2.5 Logo Development

5

Research

Situated on an idyllic campus nestled in the picturesque Green Mountains of southern Vermont, Castleton State College offers a wide variety of fields of study and one of the lowest tuition rates among public four-year institutions in the region. A decade-long decrease in state funding and a systematic devaluation of the importance of traditional brick-and-mortar higher education, however, have led to one of the most challenging periods yet for the College. The resulting environment is one in which the institution must balance an increasing need to seek entrepreneurial solutions with its stated relationship-based approach to education. Complicating matters is a poorly defined brand and marketing strategy, reflected most obviously in the college’s 15 year-old website and lack of effective use of media and technology as recruitment and retention tools. How then, does Castleton capitalize upon its many virtues in order to maintain and create new revenue streams in an age of unprecedented uncertainty?

The answer just might be found in the contradictions that make up the fabric of the school. Indeed, Castleton is steeped in a rich history and over two centuries of tradition. However, it also has its sights set on being the regional hub of masters-level education and online delivery. Indeed, Castleton is located in rural New England and surrounded by farmland, but it is also led by a visionary president and supported by world-class faculty. Yes, Castleton is a small school. But, it is the “small school with a big heart” and at Castleton the number one selling point is a unique experience in which everyone

6

2.1

Background

Differentiation

is made to feel like a member of the family. The key will be to find an effective method for getting that message to the right audience in a language that they will understand. To that end, a rebranding effort that accurately reflects Castleton’s unique personality will be developed and delivered through a variety of print, web-based, and social media outlets that, up to this point, have been largely untapped.

Castleton boasts easy access to lakes, hiking trails, and ski resorts, and naturally draws in students who prefer a small town setting with outdoor activities. The larger nearby town of Rutland, however, offers a multitude of dining, cultural, and nightlife options. Castleton’s current enrollment sits at just under 2,000 full-time students and a 14/1 instructor-to-student ratio that allows for truly personalized instruction. Castleton

is also an affordable option with an annual tuition rate that is $2,000 less than the four-year public school average throughout New England (“Trends in Higher Education,” 2013).

Besides its history, location, small class size, and low tuition costs, the major

aspect that differentiates Castleton from the competition is its sense of tradition and the “warm embrace” it offers up to all who join the “Castleton family.” As

President Dave Wolk says, “The journey to Castleton’s 225th birthday has been guided by an enduring good spirit, by a rich sense of community, by a deep commitment to doing good—by the legacy of its “Big Heart” (Powers et al., 2012).

A small school with a BIG heart. . .

7

Differentiation

8

The Target Audience2.2

NAME

Meghan McMullen

AGE

20GENDER

Female

LOCATION: Rutland, VT

OCCUPATION: Sales Assoc Panera Bread

Meghan is a single mom to an 18-month old girl. Meghan is studying to be a nurse and dreams of someday relocating to a hospital in Burlington. She is confident that an education at Castleton, in their outstanding Nursing program, will help her achieve her goals.

NAME

Jason Delbianco

AGE

16

GENDER

Male

LOCATION: Boston, MA

OCCUPATION: High School Junior

Jason has been recruited by Castleton to play on their hockey team. He is excited to leave the big city and try out something new. At Castleton, he will study Elementary Education and hopes to follow in his mother’s footsteps and become a fifth-grade teacher.

9

SWOT Analysis2.3

Strengths

• Small class size

• Historical importance

• Idyllic setting

• Visionary leader

• Strong faculty

• Warm, welcoming

environment

Weaknesses

• Not well known

• Lack of funding

• Outdated website and

marketing materials

• No clear brand

strategy

Opportunities

• Strong institutional

support for growth

• Increasing interest

in investing in small

college education

with one-on-one

instruction

• Untapped potential

for community

involvement

Threats

• Decreased public

confidenceinvalu

e

of higher education

• Ongoing budget cuts

10

Mood Boards2.4

The “Warm and Homey” moodboard was designed to feel warm, familial, and autumnal. The result is a design that is reminiscent of a family scrapbook or photo album.

11

Logo Development2.5

Logo Inspirations

Logo Sketches

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Castleton

6.

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Castleton

6.

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Castleton

6.

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Castleton

6.

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Castleton

6.

CastletonCSCCSCCSC

CSC

S TA T E C O L L E G E

CS C

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

1.

3.

2.CastletonCSC

CSCCSC

CSC

S TA T E C O L L E G E

CS C

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

1.

3.

2.

CCCastleton Castleton

astletonCCome home to Castleton

CCastleton

astletonCYour memories are waiting!

CCastleton

CCCastleton Castleton

astletonCCome home to Castleton

CCastleton

astletonCYour memories are waiting!

CCastleton

CCCastleton Castleton

astletonCCome home to Castleton

CCastleton

astletonCYour memories are waiting!

CCastleton

Section 3Style Guide

3.1 Redesigned Logo3.2 Typography

3.3 Color Palette

11

Out of the seven design criteria that David Airey outlines in Logo Design Love, the most obvious one that pertains to the current Castleton logo is simplicity. While this makes sense, it does beg the question whether or not this logo is overly simplistic. In other words, what it is missing is distinction. It is not, as Airey says, “so recogniz-able (…) that just its shape or outline gives it away” (Airey, 2010).

Current Logo

Redesigned Logo

CastletonS TA T E C O L L E G E

(Full Color)

Redesigned Logo

12

3.1

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

(One Color)

(Transparent)

13

CastletonS TA T E C O L L E G E

= X Value

Minimum Logo Size

CastletonS TA T E C O L L E G E

1”

1.4”

Clear space

The new logo features a mixture of a new, more modern style and traditional, recognizable elements. The font chosen for the logotype is Baskerville, which is fitting because Castleton has used it for several decades and will help the brand remain recognizable for those who are familiar with the former logo.

The tree represents growth, renewal, and the attainment of knowledge, which is why it is commonly used by other colleges and universities. This particular tree, however, has a more casual style and strikes a less traditional chord. It is designed to appeal to a younger audience.

14

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E

CastletonS TA T E C O L L E G E Castleton

S TA T E C O L L E G E

Inappropriate Logo Usage

15

Don’t distort the logo Don’t place the logo on a textured/patterned

background

Don’t alter the colors of the logo

Don’t place a border or frame around the logo

16

Typography3.2

Primary: BaskervilleHEADLINES / Headlines Headlines / Sub-Headlines

Baskerville was chosen to echo the Castleton logotype and will be used primarily in headlines and subheadings.

Secondary: HarabaraHandHeadlines / Accents

HarbaraHand was selected to give the impression of handwriting without losing legibility. It should be used only occasionally as an accent font to add visual depth and variety.

Tertiary: HelveticaHeadlines / Headlines Body Copy

Helvetica is to be used as the primary body copy font because it compliments Baskerville and provides variety and superior legibility.

17

Color Palette3.3

RGB: 84.30.79CMYK: 68.97.38.34PANTONE 261

RGB: 1.86.63CMYK: 90.40.79.38PANTONE 7484a.k.a. “Castleton Green”

RGB: 18.84.105CMYK: 93.58.43.23PANTONE 7477

RGB: 255.171.99CMYK: 0.39.67.0PANTONE 714

RGB: 227.142.114CMYK: 8.52.55.0PANTONE 486

The brand colors were chosen to mimic the colors of the autumn leaves that are so commonly associated with this region. These colors and the season of autumn help reinforce the sense of warmth, coziness, and bring to mind school related imagery: the beginning of the academic year, football games, bonfires, etc.

The “Castleton Green” has long been associated with the school and is also fitting since “green suggests stability and endurance” (color-wheel-pro, n.d.).

Primary Se

cond

ary

Section 4Final Design4.1 Social Media

4.2 Website4.3 Augmented Reality

4.4 Print

19

“Project Scrapbook” is an interactive platform for students and alumni to share their favorite Castleton memories by posting photos and other mementos through social media and associated applications. This photo sharing scrapbook will sync and chronicle the shared souvenirs through its own environment while also serving as a bridge from Facebook and Twitter back to the college.

Social Media4.1

20

Website4.2

21

Augmented Reality

Augmented Reality “auras” placed around campus will give student more information about the facilities and highlight histroical evenst that took place in the area as an interactive/histroical walking tour of sorts. When the user accesses an “aura” they will, for example watch video footage of a presidential address that took place in that location.

4.3

22

Print4.4

23

Given that the target market is 16-20 year old high school students or recent graduates, it may seem unnecessary to devote the institution’s energies and financial resources to print collateral. In general, however, print still plays an important role for consumers. Deliver magazine recently reported that:“Customers who received a printed catalogue spent more meaningful time on the company’s website and purchased 28% more on average than customers who did not receive a catalogue. And that held for every age category” (“Monitor ICEF”, 2013).

Your memories are waiting!