Branding in education and research is different from corporate branding. But how?

1. Branding
in Education
& Research
Bajinder Pal Singh
April 2010
www.bajinder.com bajinder@hotmail.com

2. Image source: http://archleague.org/2011/02/call-for-entries-its-different/ bajinder pal singh

3. Image
Source:http://jacketupload.macmillan
usa.com/jackets/high_res/jpgs/97808
05089462.jpg
bajinder pal singh

4. Identification
Parade
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5. Identification 1
Parade
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6. Identification 2
Parade
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7. 3
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8. 4
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9. bajinder pal singh

10. Brand
Age
Harvard - 1636
Nike Swoosh – 1964/1971
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11. Its not about age
Cambridge- 1209
Apple–1971
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12. Brand
Statement
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14. “We have
identified a third
place, and I really
believe that
sets us apart.
…..customers
come for refuge.”
bajinder pal singh

15. bajinder pal singh

16. What we sell is the ability for an 43-year-old accountant to
dress in black leather, ride through small towns and have
people be afraid of him/her.”
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17. Scotland’
Oldest
Universit
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18. IIT’s
Technology
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19. bajinder pal singh

20. While people
may want to hide
their age

21. Universities are
Proud of their age,
history and ancestry

22. Some newer
universities also
mention their age
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23. University
Coat of Arms
York University Open University bajinder pal singh

24. bajinder pal singh

25. Deciphering
Coat of Arms
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26. 1.Crest
2. Wreath
3. Leaves
4. Mantling
5. Supporters
6. Helmet
7. Torch
8. Lamp
9. Set Square
10. Motto
Source: http://ryersonian.ca/article/11642/
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27. Crescent moon represents Peter de Luna
(Pope Benedict XIII) who issued the bulls of
foundation of the University in 1413
Lion Rampant: Taken from the Royal Arms of
Scotland, represents the royal authority of
King James I (1406-1437) who was associated
with the foundation
Gold diamonds (mascles or) are taken from
the personal arms of Henry Wardlaw, Bishop
of St Andrews 1404-1440 who issued the
original charter which incorporated the
Studium Generale in 1411/12;
Open book with the red page edges: learning
Blue and silver cross: Saltire of Scotland.
Source: http://www.st-
andrews.ac.uk/about/universitycoatofarms/

28. Rebranding
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29. Why rebranding?
1. Shift in focus
2. Simplify
3. Reinvent
4. Circumstances
5. Repositioning
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31. Original
Apple logo
1976
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32. 1998
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33. Chicken went missing
Image is that It can now sell things
other than chicken
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34. 1. Swoosh changes to arrow
2. a is connected to z, implying a-z
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35. Rebranding in Education
Four cases
1. University of Southampton
2. University of California
3. Stanford
4. Asian Institute of Technology
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36. 1
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37. 1
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38. 1
http://www.timeshighereducation.co.uk/story.asp?storyCode=400571&sectioncode=26

39. Why the change in logo? 1
” the dolphin
logo can give a
misleadingly
narrow view of
the breadth of
disciplines
offered by the
university ”
Adam Wheeler
Senior Deputy Vice-Chancellor
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40. New University of California logo
2
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41. New University of California logo spurs
mockery, said CBS News
http://www.cbsnews.com/8301-201_162-57558552/new-university-of-california-logo-
spurs-mockery/

42. 2
Media
criticism
Online
petitions
New logo was dropped

43. Stanford also changed the logo
But tree and seal remained
3
Lisa Lapin, associate VP of university communications: "didn't work digitally. It's
too thin and fine.”
Read more: http://www.businessinsider.com/why-stanford-university-changed-its-
logo-2012-11#ixzz2IbR36okv

44. But Why?
3
Earlier font
was designed
specifically for print
and stationery. It
doesn't translate to an
iPhone screen
It did not work
digitally. It's too thin
Lisa Lapin, and fine.
Associate VP Source: http://www.businessinsider.com/why-
stanford-university-changed-its-logo-2012-
University 11#ixzz2IbR36okv
Communications bajinder pal singh

45. Asian Institute of Technology (AIT)
4
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46. Why ?
4
Need to focus more on Asia
Earlier globe centered on Australia,
rather than Asia bajinder pal singh

47. Rebranding in Education
Four cases
1. University of Southampton Went ahead
2. University of California Failed
3. Stanford Minor change
4. AIT Minor change
Stanford : adapting to digital world
AIT : mission and vision statement
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48. Mother Brand
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55. Sister Brand
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56. Sister Brand bajinder pal singh

57. IITs (India) can be
called sister brand
But the mother
is missing
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59. Branding is not logo alone
It is also about slogans
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60. Campaign slogans
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62. priceless
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63. Some use
Logo
alongwith
slogan
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65. Some
universities
Use logo
And slogan
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67. Universities also
launch fundraising slogans
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68. Vernacular logos
University of Hamburg
Agriculture Research Organization Lund University

69. Multilingual logos
Education and research faces
this unique issue
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70. Multilingual logos
Indian Space
Research Organization
ISRO
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71. Multilingual logos

72. Customizing brand
according to local conditions
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73. Customizing brand
according to local conditions
University of
Nottingham
University of logo
Nottingham
Coat of Arms
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74. Geographical
Coordinates
Universities and educational
Institutions have strong
geographical connotations
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75. 1
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76. 2
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77. 3
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78. 4
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79. But University of Oxford
is in Oxford, United Kingdom

80. And MIT has to be associated
With Massachusetts, USA

81. And University of Tokyo
Is associated with Tokyo, Japan
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82. Some universities are international
And some are a little
divorced from geography
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83. Most universities
Have detailed branding
guidelines
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84. Colour on white
Colour on black

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88. Arial
Sabon
Myriad
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95. Cobranding
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101. Cobranding and rebranding in
higher education
http://www.gem-msc.org/
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102. Aalto University
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103. ‘It does not define the
identity of the university but
is an open question directed
at the recipient. The logo is
an invitation to discuss,
evaluate and participate’
Rasmus Snabb for Aalto University
Source: http://by.rasmussnabb.com/index.html
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104. bajinder pal singh