This document provides information on naming and branding a new green building project at George Brown College. It proposes naming the building the "S.M.A.R.T. GREEN TECHNOLOGY BUILDING" and provides five reasons why this is a strategically good choice. It then discusses how the name and a proposed logo add value for both internal and external target markets that the building aims to reach. Details on the meaning and design of the logo are also provided, along with closing remarks on how the building will foster synergies between green construction and IT industries to create modern green innovations.

1. GREEN BUILDING PROJECT
GEORGE BROWN COLLEGE
By: Leanne Robson
Date: 02/07/2014
Mark 2049
ID: 100785638

2. GREEN BUILDING PROJECT
PITCH
•NEW NAME
•LOGO DESIGN

3. WHEN SMART
MEETS
GREEN WHAT DO
YOU GET ? ? ?

4. THE
S.M.A.R.T.
GREEN
TECHNOLOGY
BUILDING

5. WHAT’S IN A
NAME ? ? ?

6. S.M.A.R.T.
•S=Sustainable
•M=Meaningful
•A=Applied
•R=Research
•T=Training
+
G R E E N
=
S.M.A.R.T.
GREEN
TECHNOLOGY

7. 5 REASONS WHY THIS NAME IS
STRATEGICALLY A GOOD
CHOICE…

8. REASON #1:
THE NAME IS EASY TO REMEMBER
S.M.A.R.T. and GREEN
•S.M.A.R.T. is an acronym that’s simple, clear,
easy to say, spell and remember.
•It gives emphasis to SMART Technology which
implies innovation and GREEN suggests
environmentally friendly solutions
•It also reinforces George Brown College’s
established reputation and brand promise: to
equip students with the necessary skills, industry
experience and credentials to pursue careers of
their choice.
That’s SMART!!!

9. REASON #2:
EACH LETTER REPRESENTS A
PURPOSE OR FUNCTION
•S.M.A.R.T. GREEN TECHNOLOGY BUILDING
represents a purpose or function of the applied
research facility
•This emphasizes the connection between green
construction the (physical) world and the IT
sectors the (virtual) world creating energy
efficient and environmentally friendly solutions

10. REASON #3:
IT ADDS VALUE TO GEORGE BROWN
COLLEGE
•It adds value to the George Brown College core
brand, because it is an academic brand extension
providing training and learning in an applied
research environment for students.

11. REASON #4:
GREEN ENVIRONMENTAL
INNOVATIONS
•The “trend” today is green and reducing the
carbon foot print is a global priority.
•If you’re going green that means you’re using
“smart” innovations and best business practices
to economically and efficiently save and
preserve the planet.
•George Brown is part of this environmental
movement, positioning itself to be at the
forefront and cutting edge of the Green
Revolution!

12. REASON #5:
S.M.A.R.T. GREEN SOLUTIONS
•The Centre for Construction and
Engineering Technologies has a reputation
as the industry’s choice for “SMART”
construction and engineering technology
professionals!
•The “S.M.A.R.T. GREEN” name catches the
attention of internal and external users.
•We have the opportunity to send a clear
message: If you want “S.M.A.R.T and
GREEN SOLUTIONS” than come explore the
possibilities of better green construction
and IT in our multi-faceted, interactive
facility.
Definitely a win-win situation!

13. HOW DOES THE NAME
S.M.A.R.T.
GREEN TECHNOLOGY
BUILDING
ADD VALUE TO THE TARGET MARKETS
WE’RE TRYING TO REACH ?

14. INTERNAL TARGET MARKETS:
George Brown College
1… Students
2…Faculty
3… Management
EXTERNAL TARGET MARKETS:
Stakeholders:
4… Business leaders, SME’s
5…Governmental Officials
6… Media
7…Academic Institutions

15. THE S.M.A.R.T. GREEN TECHNOLOGY
BUILDING NAME
Interconnects and can easily resonate
with internal and external clients alike
because the name clearly explains the
deliverable results to all participating in
applied research activities. They will gain
a meaningful and relevant experience
producing green and smart technology
solutions!

16. What is Smart Technology?
“Smart Technology refers to innovations
that can make a home or apartment a
better place to live for all people…”
Source: Green and Smart Technologies
http://homes.westchestergov.com/developers/green-and-smart-technologies

17. What is Green Technology?
“Green Technology refers to new
environmentally sound methods for
constructing, renovating and operating homes
and buildings.”
Source: Green and Smart Technologies
http://homes.westchestergov.com/developers/green-and-smart-
technologies

19. LOGO DESIGN
•BLUE and WHITE: = George Brown College logo at the top consumers make
the brand association that The S.M.A.R.T. GREEN Technology Building is an
extension of the G.B.C established product brand, reinforcing the
perception of high quality education and skill
•MULTI-COLOURED G.B.C. Colours: = 9 coloured faculties, reinforcing and
reminding users of our full academic value offering
•BLACK: = black bold letters for visibility
•WHITE: = background for visibility
•BLUE CIRCLE: represent innovation or smart technology
•GREEN CIRCLE: represent environmentally friendly or green technology
•Inspired by online image of compatibility between green and smart
buildings
Green and Smart Technologies
http://homes.westchestergov.com/developers/green-and-smart-technologies

20. THE S.M.A.R.T.
GREEN TECHNOLOGY
BUILDING

21. OPTIONS:
.GB LOGO / S.M.A.R.T
.GB LOGO S.M.A.R.T GREEN TECHNOLOGY
.GB S.M.A.R.T. GREEN
.REMOVE CIRCLES
.PUT NAME OF BUILDING INSIDE CIRCLES

22. THE S.M.A.R.T.
GREEN TECHNOLOGY
BUILDING

23. THINK ABOUT IT…
SMART TECHNOLOGIES OFTEN HAVE A
STRONG ASSOCIATION WITH GREEN
TECHNOLOGY….
SMART CAR
SMART PHONE
SMART BOARD
SMART NOTEBOOK

24. THE
S.M.A.R.T.
GREEN TECHNOLOGY
BUILDING

25. CLOSING REMARKS
So if you’re looking for a diverse place where green
construction and the IT industry synergize to create
the best in modern green innovation and,
Technology than look no further and come to the
THE S.M.A.R.T.GREEN TECHNOLOGY BUILDING
and watch us…
Make it Happen!

26. Appendix A
List of Potential Names for GBC building
•Green Construction IT Research Building
•Green Construction and Innovative Solutions Building
•Smart Green Construction and IT Solutions Building
•Smart Green Construction IT Research Hub
•Institute of Green Construction and IT Solutions
•Green Advanced Construction and IT Solutions
•Green Innovative Construction and IT Solutions
•The G.E.T. S.M.A.R.T. INSTITUTE: (Green, Environmental,
Technology, Sustainable, Meaningful, Applied, Research, Training)

27. Appendix B

28. Appendix C

29. Appendix D
 Answers to Question: #5:
 Company: PlaceKnow.com
 Founded: July 27, 2012
 Source: http://istart.org/startup-idea/internet-social-
entrepreneurship/placeknowcom/8523
 Website: http://placeknow.com/
 Explanation (Why is it bad?) / Poor example – (brand name/logo)
 1…Brand association unclear what the product / service is and attributes are.
Logo message lacks clarity unable to associate it with what company is selling.
 2…If printed may not copy well because of white letters
 3…Positioning is inaccurate. The logo looks like a web mapping service
application, rather than a world-wide photo sharing pictorial map application.

30. Appendix E

31. Appendix F

32. Appendix G
 Answers to Question: #5:
 Company: MamaBear App
 Founded: August 2012
 Source: http://mamabearapp.com/mamabear-worry-free-parenting-app-now-
available-for-android/
 Website: http://mamabearapp.com/
 Explanation: (Why is it good?) / Good example – brand name/logo
 1…Accurate representation of business organization, competitive advantage: first-
of-its-kind child safety app, core customer value and benefits are clear: providing
safety, peace-of-mind, worry-free parenting
 2…If printed would copy well, colourful, grabs attention, easy name to remember
 3…Perceived message: Mama Bear protects baby bear, creates positive image of
safety