August 14, 2008
As many of you are well aware, a major exercise to strengthen our brand communications and marketing within the greater Charlotte region and beyond has been underway for more than a year. That work has involved market research, web site audits, development of concepts for a creative campaign, and an examination of the University’s traditional crown logo.
While we are currently seeking a new professional partner to assist in the development of an approach toward our active branding and marketing campaign, we have concluded that our existing crown logo is fundamentally sound and enjoys broad internal and external support. For that reason, I made the decision to retain the UNC Charlotte crown logo as our primary institutional mark. As you have undoubtedly heard, I also have approved some modest changes to that mark to strengthen its appearance and impact.
The modified logo and its associated visual elements form the foundation of a comprehensive brand messaging effort that will help UNC Charlotte establish a strong brand presence in our market. As a fundamental piece of the whole campaign, proper, consistent use of the new logo is essential.
Along with the logo, I have approved new logo use standards for our letterhead and business cards. I know that these guidelines have not been met with universal approval, but consideration was given to the various perspectives offered throughout the process and these guidelines are the culmination of that process. Because the logo will be perhaps the most prominent visual element for our brand, I must insist upon its consistent use. Discipline, as well as creativity, are paramount to successful brand integration.
The consistent use of the UNC Charlotte crown logo and identity guidelines will serve as a starting point for the individual efforts many of you wish to pursue for your respective areas. There will remain ample room for creativity in the various communications pieces produced within your Colleges and departments. Colleges will be able to customize and manage image and message within the graphic standards.
Variation and customization in secondary colors, photographic imagery and treatment, background textures, layout guidelines, positioning statements, copy positions and, of course, media choices will be acceptable.
During the fall semester, we look forward to releasing more information about our ongoing branding initiative, which will involve a substantial creative campaign and detailed brand standards. Our new Director of Marketing, Richard McDevitt, will be leading the efforts from here on out and is also a resource for any questions or feedback.
Philip L. Dubois, Chancellor