Queen’s University Athletics & Recreation
Brand Identity Renewal
Contents
Issues, Opportunities, Objectives Process Findings Strategic Options Recommendations The BRAND and Sample Applications Next Steps
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Issues, Opportunities, Objectives
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Current Issues A number of issues with existing Athletics & Recreation marks and brand identity were identified:
Considerable brand confusion and lack of consistency across programs and teams Inconsistent use of and confused relationship between brand elements (logo, nickname, mascot, secondary logos) Accelerating brand erosion due to teams developing and using the identity in isolation (uniforms, communications & merchandising) This was further magnified when the suite of logos for campus recreation was added to the mix The previous identity did not represent the entire department – Athletics and Recreation Brand identity does not align with University brand identity (balancing brand perceptions between Academics / Athletics)
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The Issue:
Inconsistent and Confusing Branding
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The Issue:
Inconsistency in Uniform Applications
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The Issue:
Inconsistency in Logo Presentation, Typography and Placement
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Opportunity “Bring all participants in the Athletics & Recreation family of activities together under one unified brand”
Refocus the Brand Identity to align with the recently completed Athletics Review Bring inter-university and recreational brands closer together (i.e. Team Queen’s) Create better tie into the overall University identity Take advantage of opportunity to integrate a new brand into key elements of the facility renewal projects (logo embedded in artificial turf on Tindall Field, floor and other signage in the Queen’s Centre) Increase visibility and engagement with Athletics & Recreation programs for non-participants Position Athletics & Recreation in a larger role in communicating and serving as an ambassador for the overall Queen’s brand
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Re-branding Objectives
National/Provincial awareness Be highly identifiable and recognizable within both the inter-university and recreation communities Honour past traditions and accomplishments – and in doing so build general awareness, support and excitement for Queen’s Athletics & Recreation Support the engagement and recruitment of high quality students with athletic ability to our programs (another reason to come to Queen’s) Generate revenue to support Queen’s Athletics & Recreation programs through the sale of merchandise and promotional items Develop a logo and architecture that works across all programs and services (from inter-university sports to summer camp programs) Develop a brand that includes guidelines for use to maintain consistency (visual identity standards)
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Process
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The Process – Initial Steps
An internal working group was established to examine the issues, develop a creative brief that would identity these issues and provide direction with respect to how Athletics & Recreation would like to proceed A leader of the internal group was established to lead the project and develop a plan for rebranding Queen’s Marketing & Communications (Office of Advancement) were brought into the process to assist in the development of the official marketing brief and to ensure compliance with overall University branding elements Based on the examination of the issues and available resources, it was collectively decided this project would be best handled by an outside firm A professional design firm would bring objectivity to the process. With the internal guidance of Athletics and Recreation, it was determined that the combination of external objectivity and internal understanding of the cultural history/memory would provide an excellent mix in moving forward
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The Process – Design Firm Engagement
A Request for Proposal (RFP) process was developed and a selection process was completed
At the conclusion of the RFP process Karacters Design Group Inc was selected Karacters, a Toronto-based division of DDB Canada, is a multi-disciplinary design studio specializing in creative branding solutions across a variety of media including brand identity systems, marketing and communication programs. Clients include BC Hydro, Canadian Tourism, Vancouver 2010 and a number of other high profile restaurants and retail outlets
Initial meetings were conducted with Karacters to reaffirm the objectives, provide further Athletics & Recreation insights and establish the process and timelines for completion
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The Process - Priorities Phase 1 Address primary identity applications and document brand hierarchy Focus on the key applications (uniforms and facility) Establish a strong branding governance process including education and training Phase 2 Extend the research/consultation phase and brand standards to then include all secondary applications (nickname, mascot, secondary logos, etc.)
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The Process – Research & Data Collection Methods of Research and Consultation
Archive research (brand perceptions and heritage) Consultative (Qualitative research - focus groups) Quantitative research (on - line survey) Best practices (competitive audit) Stakeholders included: Students, Student-Athletes Coaches Alumni Staff / Faculty The collective research, along with the historical and competitive audit, provided extensive guidance and served as key inputs into the overall brand considerations and approach.
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Findings
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The Findings –
Key Perceptions
Research findings identified – the top 3 qualities that make an athletics brand memorable:
Easily identifiable Based on tradition Owning a colour
The Qualitative groups expressed that simplicity was a key attribute to be considered memorable Many stakeholders indicated that it was important that the identity align with the school and be seen as an integral part of its brand (i.e. Ohio State Buckeyes)
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The Findings –
Key Brand Attributes
Key attributes of the brand were expressed as:
Bold Strong Perseverant Proud Inspiring Successful
It was felt that everyone participating in Queen’s Athletics & Recreation programs share these traits and “act in a way that reflects well on the University”
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The Findings –
Other Brand Elements
There was confusion and a lack of understanding regarding how the logo, nickname and mascot worked together
Almost no one liked how the Golden Gaels name was incorporated into the current identity. A large number did not understand how “Golden” fits with a Scottish warrior theme. Many respondents thought a Golden Gaels was the name of a birds
Athletes and coaches indicated that they refer to their team as “Queen’s “(name of sport)” not “Queen’s Golden Gaels”
Many people indicated that they would prefer not to say or use Golden Gaels as it leads to the question: “What is a Golden Gael?”
Most felt there was great room for improvement – in regard to consistency and professionalism.
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The Findings - Competitive Audit •
Many leading universities were identified as having a memorable and strong athletics brand, with varying connection between institutional identity & athletics identity
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Strategic Options
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Strategic Options –
After Research Collection
A smaller group, representing a cross-section of Queen’s stakeholders were assembled (inter-university and recreation athletes, coaches, alumni, staff, faculty)
Research findings were presented
Initial brand identity concepts were discussed and presented
The goal at this juncture was to narrow the scope into two distinctive brand territories and to further develop the creative concepts and “stories”
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Strategic Options – Alternate Brand Territories The information and research collected opened two distinctive brand directions that best embodied the brand potential of Queen’s Athletics & Recreation: Direction 1 - Athletic Heritage Direction 2 - Celtic Heritage
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Strategic Options – Direction 1 - Athletic Heritage This direction emphasized a strong tie to the Queen’s Athletics & Recreation heritage. This was seen as a natural evolution of the existing identity that signals evolution not revolution
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Strategic Options – Direction 2 - Celtic Heritage Based on the use of a traditional Celtic shield as the central part of the identity this was seen as a powerful “story” to connect the Gaels name and heritage with a fighting and competitive spirit
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Recommendations
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Recommendations - Finalizing a Brand Direction Athletic or Celtic Heritage? The University Council on Athletics (UCA) was enlisted to assist in the selection of the final brand direction. UCA represents an excellent cross section of the university and our stakeholders
The UCA was presented with a summary of research, brand “stories” depicting both directions and conceptual visual images of what a logo might look like One unanimous direction was chosen ……
Athletic Heritage
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Recommendations – Brand Positioning - Athletic Heritage Refinements With Athletic Heritage selected as the clear direction, the next steps involved refinement of this direction. Many graphic designs and variations of the principal elements (the “Q” and typography of “Queen’s) were explored All designs were tested against the initial objectives which provided the guiding principles in the decision-making process.
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Recommendations - Brand Positioning – Athletic Heritage Key Points
“A tradition that inspires the future”
Honouring our heritage when the brand was strong and unified (50’s and 60’s) – this brand leverages past success and signals evolution vs change
Not about creating a new brand but rather re-invigorating and better using key elements of the current brand – symbol and typography can use a style that is traditionally “athletic”
Inspirational, forward looking; providing a greater sense of excitement and ability to more effectively market the brand consistently
To be successful – the brand has to be embraceable and ownable by alumni in order to build provincial/national presence
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Recommendations -
Brand Identity Elements
Leverage elements that resonate with ALL audiences 1.
“Q” - as a simple and distinct icon
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Tri-colour – as a common element in all uniform applications
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“Queen’s” name, image and reputation
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Prominently use the word “Queen’s” in standardized placement and typography on all uniforms
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Use “Gaels” as word/text descriptor only – no work mark or logo for the nickname until phase 2 research and consultation is completed
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Adopt gold as the primary “home” uniform
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Develop and implement a colour hierarchy for use of gold, red, blue
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Explore using a heritage “look and feel” in a modern way (e.g. blue jays)
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The BRAND and sample applications
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The Brand Keeping in mind our objectives, input from stakeholders, and after a multitude of options, the look that best represents Queen’s Athletics & Recreation was chosen…
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The Brand - Characteristics Proud, Strong, Bold, Inspiring, Perseverant, Successful….
Retains the historical use of the letter “Q” Is simplified, dynamic and fresh Reflects our proud past, current strength, bold future Forward tilt suggests progressive movement and an ongoing aspiration and desire for success The famed Tri-colour is clearly represented Gold is the predominant colour with red and blue less prominent but no less important
The look is bold, simple and uniquely “Queen’s” in nature, reflecting the vision to be the leading athletics and recreation program in Canada 32
Recommendations
- Brand Identity Hierarchy
Bringing the inter-university and recreation brands together
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Recommendations –
Colour Hierarchy
Extensive work exploring ways to optimize and standardize the “Tricolour” logo applications on uniforms lead to the need to specific define them. Colour Percentage 75% - Gold 20% - Blue 5% - Red
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Recommendations –
See www.gogaelsgo.com for more uniform applications
Sample Uniform Applications
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Recommendations –
Other Sample Applications
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Next Steps
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Next Steps 1.
Launch of the new brand
2. 3. 4. 5.
Establish a plan and implement a roll-out of the new brand to coincide with start of season and when students return to school Ensure launch engages all in the Queen’s community as well as the Kingston community
Develop visual identity standards for the new brand to ensure consistent use across programs and services Development of applications into marketing and communication strategies, uniforms, promotional items, etc. Monitor reaction to the Brand, usage, etc Plan and carry out Phase 2 consultation (18 to 24 months out)
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Evaluation Criteria How will we measure success of the new Brand?
Identifiable and recognizable within both inter-university and recreation communities Respects tradition and heritage Connects to both past successes and future goals Works across all programs and services Has a inspirational look and presence Projects an image of professionalism and success Supports the engagement and recruitment of athletes and participants in Athletics & Recreation programs Engages broader Kingston Community (and beyond) Generates revenue through the sale of merchandising and promotional items
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