branding theGAUCHO                                              necessity [ Legacy Overview: UCSB Recreational Sports ] Re...
brandingthe horse [ Logo Development ] Recreational Sports. The company, had no unitary logo, and had gone about marketing...
rec sportsbrand story [ The Marketing Vision] The purpose of this vision is to create a story of the UCSB Recreational Spo...
branding inour terms [ The “Brand” History ] Pre-Summer 2010, the company’s marketing attempts can be described as “incons...
our brand debut
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RecSports Rebrand

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RecSports Rebrand

  1. 1. branding theGAUCHO necessity [ Legacy Overview: UCSB Recreational Sports ] Recreational Sports is an essential component of the educational experience at the University of California, Santa Barbara. The programs exist to enhance the quality of life on campus, and to emphasize a well-rounded educational experience balancing one’s physical, social, intellectual and emotional well-being. The goal of the Recreational Sports program is to inspire growth of the mind, body and spirit through [ The Story ] integrate this vast program with an identity. The summer of 2010 was dedicated to one main The program’s main challenge started with brand recognition. Intramural Sports, Sport Clubs, Adventure Programs, Athletic Training, Open Recreation, Special Events, and facilities all served as dilutions of this all encompassing brand. Past marketing attempts proved to be arbitrary in brand recognition efforts. Multiple logos, countless tag lines, and inconsistent advertising messages characterized UCSB Recreational Sports’ marketing attempts. We developed a strong logo, three-word tag line, and the branding elements that supported their Created a brand identity Designed an all new visual style Developed brand guidelines Designed marketing concepts to help communicate the brand Developed marketing materials and stationary systems Built the brand from the ground up
  2. 2. brandingthe horse [ Logo Development ] Recreational Sports. The company, had no unitary logo, and had gone about marketing their associated website as a brand itself. To increase brand recognition and to prevent further dilution of the brand, the Marketing Team implemented a single logo representation of the program. The logo combined both the “UCSB Recreational Sports” and “GauchosPlay.com” logos into one united image. To give the brand the opportunity to visually identify itself. + } ...LOGO... w w w . g a u c h o s p l ay . co m
  3. 3. rec sportsbrand story [ The Marketing Vision] The purpose of this vision is to create a story of the UCSB Recreational Sports brand. It is here to brand’s story. This is an introduction into the brand. UCSB Recreational Sports, Where Gauchos Play. Here, the everyday stresses are dissolved. There are no textbooks to read, no papers to write, no tuition fees to pay. body to become one. This is the place where you experience unconstrained freedom, an outlet from obligations. Here, you can expect more - expect more from yourself, your fellow players, your experience. This is the opportunity to explore your potential. Your weekly IM game, three hour Sport Club practice, or trip with Adventure Programs is yours to own. This is the place where the freedom to discover is yours. Claim it. [ name ] [ logo ] [ slogan ] UCSB Where Recreational Gauchos Sports Play
  4. 4. branding inour terms [ The “Brand” History ] Pre-Summer 2010, the company’s marketing attempts can be described as “inconsistent.” Fun, Fitness, and Friendship No Experience Necessary Forfeits Are a Bummer PRIDE - Personal Responsibility in Daily Effort There is Something for Everyone UCSB campus, this lack in brand differentiation lead the audience to associate Rec Sports as a facility, rather than the program that provided the facility. [ Protecting the Brand ] UCSB Recreational Sports is a participatory brand. It is Where Gauchos Play. Rec Sports offers students the opportunity to engage with our brand through play. Whether on a court, with their team, and our brand. It’s about the conversation that occurs amongst our community and ourselves. promise, and our words are our bond with our audience. Protecting the brand can come from creating a comprehensive marketing campaign to the very document you use. Correct logos, materials, email responses, etc. are all part of the brand. Branding Principles Be a defender and an advocate for the correct logo use as much as possible Everything with our logo is our brand Every piece of paper, apparel item, poster display, etc. is an extension of the brand Measure work based on “how it builds the brand” – if it doesn’t, then reconsider this representation Give our representation a consistent and stable look and feel
  5. 5. our brand debut

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