INSIGHT | DESIGN
Western University Brand Strategy
Client
Western University (formerly University of Western Ontario)
Scope of Work
- Research
- Engagement (Interviews, Roundtables, Survey)
- Brand Strategy report
- Logo Crest
- Custom typeface
- Visual identity system
- Sub-brands
- Style guide
- Campaign brand
- Case for support
- Stationery system
- Banners
- Print advertising
Western University previously known as the University of Western Ontario, has been a successful and leading research and post-secondary education institution since 1878. However, the UWO brand had come to incorporate over 70 different logos, across 13 faculties, each diluting the central message. The University embarked on a brand renewal prior to the launch of its $750,000,000 fundraising campaign. The objective of the rebranding was to reposition the University as globally competitive and nationally one of Canada’s leading schools. This undertaking necessitated significant consultation and engagement to ensure a wide range of input and a successful transition and campaign with students, alumni, family and donors.
Our Role & Responsibility
We conducted research and an audit of the brand. We worked with Western to facilitate extensive participation from their community. This included 4,995 survey responses, 9 workshops, 154 student iPad interviews and 63 one-on-one interviews. We translated our findings into a design brief and continued to build a collective vision for the new Western identity.
Design
The opportunity identified was to create a visual identity that expressed quality and tradition. We designed a modified historic shield as the main symbol and developed a logotype and custom typeface. The visual identity is a rigorous adaptive system. Each faculty has its own aligned wordmark. We developed extensive graphic guidelines for handoff to the Communications Department, and the 13 faculties. In collaboration with the university we designed signage, publications, stationery and marketing materials.
Recruitment numbers were impressive after the rebrand, with applications up 15% over provincial average and international student applications up by 5%.
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KerrSmith Design
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