Redesigning the CTX Brand

Presented by The Communications Office, a division of External RelationsThe information and logos provided in this presentation are drafts and should not be reproduced.

Redesigning the Tornado Brand

Building a Brand- Why?

A BRAND IS MORE THAN A LOGO

• It’s a visual and recognizable

representation of an organization.

• It’s the promise behind the product you

deliver.

• It should be memorable.

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

A brand is a visible representation of an organization and it should embody the

ideal of the organization. The way we make our ideas tangible is through our “brand

identity”. If our brand is the sum of all the impressions a person has

about Concordia University Texas, our brand identity is comprised of

the sum of all the things we create to carry our messages to the

community – like our brochures, magazines, flyers and our web site. In this context,

community refers to all audiences we communicate with – potential students, current

students, parents, donors, churches and many others. If we want to cultivate a clear,

consistent, memorable impression of Concordia University Texas, it is

important that the ways we communicate and support the idea

behind our brand are equally clear, consistent and memorable.

-from the Concordia University Style Guide

Anatomy of a Brand

PMS: 7406 (coated and

uncoated)

CMYK: C0 / M18 / Y100 / K0

HEX: ffcb05

PMS: 282 (coated and uncoated)

CMYK: C100 / M60 / Y0 / K60

HEX: 00274c

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

PMS: 7406 (coated and

uncoated)

CMYK: C0 / M18 / Y100 / K0

HEX: ffcb05

PMS: 282 (coated and uncoated)

CMYK: C100 / M60 / Y0 / K60

HEX: 00274c

Note: A secondary color palette is also used and were inspired

by ‘buildings and landmarks we see every day on our campus’.

(source: umich.edu/style-guide/design-principles/colors)

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

PMS: 268 (coated and uncoated)

CMYK: C82 / M100 / Y0 / K12

RGB: 79 / 8 /31

HEX: 4F2683

PMS: 122 (coated and uncoated)

CMYK: C0/ M17/ Y80 / K0

RBG: 255 / 210 / 79

HEX: ffd24f

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Tornado includes a

cross and three

rings that signify

the Trinity.

The official

athletic font is

Serpentine, used in

italics. For

‘Tornados’, note it

is in all caps

Yellow lines

separate content

and mimic lines

used with our

mission statement.

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Anatomy of a Brand

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Let’s look at how existing assets were used to create new

logos:

Anatomy of a BrandLet’s look at how existing assets were used to create new

logos:

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Anatomy of a BrandLet’s look at how existing assets were used to create new

logos:

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Note the shadow added to the wordmark to add

depth. Here in CTX Purple at 25%. This works well

with embroidered images as well.

The color of the shadow in the wordmark

mirrors the lines of motion in the shield logo

– also in 25% of CTX Purple.

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Uses official Serpentine

font. Its square shape was

desirable for certain

placement. It also further

signifies our modified

acronym: CTX.

Here, it’s used on the

baseball field. An outline

was added to add depth and

to stand out against another

dark background color,

green.

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

We took the Serpentine letters from the interlocking CTX logo and applied them to

the earlier assets shown including the angled background, Tornado with shield,

shadow on text and multiple outlines.

Tornado with shield

Angled background

Multiple outlines

Shadow on text

Example of new logos in apparel

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logos in apparel

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logos in apparel

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logos in apparel

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logos in apparel

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logo on notecards(flat – double sided)

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logo on notecards(folded – inside blank)

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Example of new logo on letterhead

Example of 3D logo for video board

Example of 3D logo in motion for

video board

Example of header redesign

for website

‚When you think of the blur of all the brands that are out there, the ones you believe in and the ones you remember ... they are the ones that stand for something.‛

Ralph Laurenfashion designer

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well… If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Jeff Bezosfounder of Amazon.com

On Branding…

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Proposed timeline for implementation

February 19 Focus Group mtg 1 (presentation)

March XX Focus Group mtg 2 (feedback)

April XX Shared final revisions

Submit to Ad Council for review

May -July Finalize, create style guide, work on

trademark

August Official launch & training of new assets

Presented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.

Q&APresented by The Communications Office, a division of External Relations

The information and logos provided in this presentation are drafts and should not

be reproduced.