Project Synopsis: Royal Roads University (RRU) needed a new brand that consistently communicates all of their offerings to their audience. Through research, Cossette was able to determine that the brand had to show that RRU is progressive and also that it has a legitimate history in the field of education. They needed a brand that communicates credibility and prestige. Most importantly, they needed to communicate how they were different from their competition. It was necessary to identify the differences. “You need to be clear on how you differentiate yourself. What is your point of distinction? Why you versus the competition. Lastly, what is your promise? … Why are you doing what you do?” (Thomas Ross 2013).
Distinction: The iconic Hatley Castle was used in the new icon/logo to convey RRU’s rich heritage. The new icon/logo combines the castle with the digital pixel element to show the online component and to tie the old with the new. They created a brand style guide to keep the brand consistent. “The June launch of the new brand resulted in a 250.7% increase in website visits versus the same period last year. Enrollment comparisons have not yet been made available. The project resulted in clear alignment of the various RRU stakeholders - all working towards a common vision with new energy and passion for the RRU brand.” (Rebrand 2013) The new identity created excitement in the university that inspired them to continue working towards a common vision with new energy and passion for the RRU brand. Additional applications continue to roll out across campus.
Reference: Thomas Ross, L. (2013). Brand Building Basics, with Lorrie Thomas Ross. Retrieved 12/3/2013 from http://www.lynda.com/Business-Skills-tutorials/Building-Your-Brand
REBRAND 2004-2013 Retrieved 12/2013 from http://www.rebrand.com/best-royal-roads-university