laurier visual identity presentation book
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Laurier Visual Identity Presentation BookTRANSCRIPT
Wilfrid Laurier UniversityVisual Identity ReviewPresentation Notes
Scott Thornley + Company
2 W I L F R I D L A U R I E R U N I V E R S I T Y / V I S U A L I D E N T I T Y R E V I E W / S C O T T T H O R N L E Y + C O M PA N Y I N C .
W I L F R I D L A U R I E R U N I V E R S I T Y / V I S U A L I D E N T I T Y R E V I E W / S C O T T T H O R N L E Y + C O M PA N Y I N C . 1
Wilfrid Laurier UniversityVisual Identity Review
It makes me happy knowing that my school – the placewhere I have spent four years of my life and put in all thistime, effort and love – is trying to finally prove that it’s aheavyweight, and will prove it. Matt Crombeen, 4th year Kinesiology student
Listening with interest to the faculty, staff, administration, students and alumni
during 16 interviews in Brantford, Toronto and Kitchener-Waterloo – and
reviewing the feedback provided online via the visual identity review website
and Facebook – it’s crystal clear that Matt isn’t alone in his passion for Laurier.
It transcends all of the human and physical elements of place, and lives on in
the lives of most of the people we interviewed. It could be said that everything
that follows Matt’s time at Laurier – and that of most Laurier students – will be
powerfully shaped by the time spent here. And, if this is so, Laurier will have a
subtle impact on everyone that Matt encounters.
Multiply that experience by the number of students who have attended Laurier
over a century and it’s easy to suggest that Canada has been profoundly
impacted by a university in southwestern Ontario that most Canadians have
never heard of.
The ownership our stakeholders have for the Laurier brand is inspiring; so it’s not
surprising that “inspiration” features so prominently in the language of the University.
Nor is it surprising that there were such strongly held opinions about specific
aspects of the branding (the colour red, the water droplet “Molson’s Canadian” leaf,
for example). It would be worse, far worse, if there was apathy about it.
Where the Laurier logos are concerned, the only expression of real passion
was for the Golden Hawk. The typeface of the “Laurier” wordmark failed to
inspire the same fiery commentary. There’s nothing unusual about that; most
people wouldn’t know the difference between Palatino and Times Roman.
Whereas the Hawk is a predator rendered in confident strokes that demands
to be respected by friends and feared by rivals.
This presentation will reveal STC’s deep respect for tradition at the University
while boldly focusing on the future. Laurier deserves no less.
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Current Laurier Brand
There hasn’t been an institutional ethos about beinggood, about being excellent... I think we do really goodthings and we don’t talk about them. Deborah MacLatchy, Ph.D.
Dr. MacLatchy’s observations refer to the academic reputation of Laurier
historically, or perhaps more specifically, to the university’s habit of being
low-key about its successes. Academic excellence is regularly one of the top 5
reasons students choose Laurier, but Laurier has not had a tradition of being
vocal or clear about what it stands for, and what it does exceptionally well.
If anyone were to wonder what impact that has on the manifestation of the
brand, look no further than the opposite page
Confident brands are authentic reflections of organizations, and they are
immune to the plethora of branding sins Laurier has committed over time.
Harvard, Yale, Columbia, Oxford and Cambridge maintain authority over the
deployment of their brands because, in part, they couldn’t imagine not doing
so. But at Laurier, Branding Guidelines were published for the University Seal
only, there were no guidelines for the wordmark.
The irony is that the universal affection members of the Laurier community feel
for place has inadvertently led to the brand being interpreted at will –
encroached upon and presented without consideration for the primacy of the
brand itself! It is a sure, albeit unintentional manifestation of the lack of
confidence that permeated the history of the school.
In this Visual Identity Review, STC has worked hard to establish the graphic
authority and rightful place of the Laurier brand going forward. Branding is
strategy. Strategy is branding.* It’s not a matter of creating guidelines that
are inflexible, it’s about protecting the vision and mission and values of the
institution the brand represents.
*Roger Martin, Rotman School of Management, University of Toronto
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Tradition and Prestige
Throughout the interviews, many people expressed pride in the Laurier Seal;
and yet, like the wordmark, its application appears to lack consistency.
It is critical that the Seal complement the newly refined Laurier brand, even
if they are never seen side-by-side. And, as the Seal will often stand alone,
it will require some refinement to graphically enhance its strength, particularly
at small sizes.
In a nutshell, the brand is the strategy; and if our strategy going forward is
to be known for excellence, the brand must be the first and consistent signal
of that commitment.
Assessment of the current Seal graphic:
Eternal flame could look more like a flame,particularly in smallerversions.
The white ring around theoutside is too wide andseparates the banding.
The scroll could be moreopen and flowing.
Purple/gold scroll could beextended to ensure stripinghas symmetry.
By not taking the scrollwider, there is a largenegative space of blue ring.
Scroll typography –white on yellow – can be challenging to read in a small rendering.
Subtle refinement to thebook will make the ruleswork better in smallrendering.
The heart and crosscould be larger in the flower to read in small usage.
Shield top could use shoulders so smallerrenderings have strength.
The three leaves in the innershield could be larger sothey are not as overwhelmedby the red field.
Wilfrid Laurier Universityfont on ring has serifs thatare thick and thin, whichmakes it difficult to readwell in small settings.
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Refinement of the Seal
WILF
RID LAURIER
UNIVERSITY
VERITASOMNIA
VINCIT
WILF
RID LAURIER
U
NIVERSITY
VERITASOMNIA
VINCIT
Refined
Original
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Taglines
Successful taglines are always simple in form, but seldom in meaning.
They are informed by the organization’s vision and mission and, in that
respect, are the child of both. The brand’s essence, tone, and attributes
also inform the tagline.
One of the other distinctions of a great tagline is its relationship to
the poetic form. It is often necessary to abandon grammatical rules
(like e.e. cummings) in favour of texture or a deeper meaning. And it is
usually best to use words as frugally as possible. Another way to consider
a tagline: imagine it as the shortest and most memorable way to declare
an organization’s vision.
NIKE. Just do it.
Apple. Think Different.
Sony. Like.no.other.
Salk Institute. Where cures begin.
Christopher Reeve Foundation. Go Forward.
The Royal Conservatory. The finest instrument is the mind.
Rotman Institute of Philosophy. Engaging Science.
Columbia Motor Neuron Center. Moving lives.
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Brandon University Be You. Brock University For bothsides of the brain. University of Calgary Invest inyou. Carleton University Canada’s Capital University Dalhousie University Inspiring Minds. University of
Guelph Changing Lives Improving Life. Lakehead
University I think for myself. Laurentian University
Learning. It’s in our Nature. University of Manitoba
Get More. Do More. Be More. McMaster University
Inspiring Innovation and Discovery. University of
Northern British Columbia Canada’s Green University University of Ontario Institute of Technology ChallengeInnovate Connect. University of Ottawa Canada’sUniversity University of Regina Realize. It starts withyou. St. Francis Xavier University Canada’s PremierUndergraduate Experience. Saint Mary’s University
One University. One World. Yours. University of
Saskatchewan Do you think outside the classroom?We do. Université de Sherbrooke Welcoming theWorld. University of Toronto Canada’s answers tothe world’s questions. Trent University Live YourEducation. University of Waterloo Everything youdiscover at Waterloo belongs to you. University
of Western Ontario Make a difference. University of
Windsor Thinking Forward. Simon Fraser University
Thinking of the World. University of Winnipeg
YOU of W, where YOU matter most. York University
Redefine the Possible. University of Toronto
Scarborough Tomorrow is created here.
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Laurier’s institutional proposition, Inspiring Lives of Leadership and Purpose,
while not understood to be a tagline, is considered by some familiar with it as
if it were. At six words (11 syllables) it would be pushing the limits of tagline
recall. In a search of 13 interview transcripts, the line came up only three times
(excluding the Agency’s reference to it in the introduction).
And when they did mention it, people usually stumbled on the order
of the words.
STC has approached the task with the view that Inspiring Lives of
Leadership and Purpose is the succinct form of the university’s vision
statement and a briefing for a possible tagline. In other words,
we envision taking the spirit of that statement and crafting something
shorter and more impactful.
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BrandEvolution
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No journey is a straight line; the Evangelical Lutheran Seminary became
Waterloo Lutheran University that became Wilfrid Laurier University – weaving
their way through a century. What is consistent, and what was echoed over
and over in the interviews, is the ethos – the spirit – of Laurier.
Yes, there were issues around the “Molson’s Canadian” leaf, the colour red
that appeared to be crowding out the official second colour of gold. But there
is loyalty and a commitment to the University that runs deeper than affection
– people have committed their lives to Laurier’s past, present and future.
With Laurier entering its second century, STC is aware of this respect for the
past, and in this presentation will offer a clear option for a branding solution
that will see Laurier into the future. The birth of a new brand, without the
alignment of stakeholders, achieves little more than confusion. Therefore, STC
has spent considerable time reviewing the apparent competing interests of
campuses, departments, and brand users throughout the University whose
alignment will determine the success of this endeavour.
We have attempted to simplify usage while at the same time protect the brand.
Again, the strategy is the brand, the brand is the strategy – the University as a
whole must be paramount in all considerations. Every execution must respect
that, wherever you find yourself – in Waterloo, Brantford, Kitchener, Toronto or
at another potential future location such as Milton; or, in the School of Business
and Economics, Music, Kinesiology, Communications Studies, Social Work, or
Science – you are at Laurier. Indeed, you are Laurier!
The Leaf. While the interviews were split on whether to have it or not, most
people complained about the leaf’s similarity to a beer label. However, a
complicating factor is that the current red leaf was meant only to be a graphic
element for use on select online and print materials and was never intended to
be an official element of the visual identity. It was therefore never introduced
formally to the university community; instead it simply started to appear.
A powerful case for a Maple Leaf can, however, be made: Sir Wilfrid Laurier, 7th
Prime Minister of Canada, gives Laurier a unique claim on our national symbol.
And, for a school with ambitions to be known nationally and internationally,
but that is currently known primarily in South Western Ontario, the leaf adds
a gravitas to your name.
And so, I now present to you, an evolved identity for Wilfrid Laurier University
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Logo
LAURIERInspiring Lives.
LAURIERInspiring Lives.
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LAURIER
LAURIER
LAURIER LAURIER
LAURIERInspiring Lives.
Inspiring Lives.
Inspiring Lives.
LAURIERInspiring Lives. Inspiring Lives.Inspiring Lives.
14 W I L F R I D L A U R I E R U N I V E R S I T Y / V I S U A L I D E N T I T Y R E V I E W / S C O T T T H O R N L E Y + C O M PA N Y I N C .
Stationery
Sample Brantford Letterhead
Dear John Sample,
Matrimonii imputat Medusa. Quadrupei corrumperet saetosus concubine, utcunque catellimiscere cathedras, quamquam quadrupei insectat fragilis umbraculi, semper Aquae Sulisconubium santet ossifragi.
Vix pretosius cathedras iocari concubine. Apparatus bellis agnascor lascivius rures. Oratoriiocari parsimonia suis, quamquam fragilis cathedras imputat catelli. Chirographi celeriterdeciperet oratori. Suis insectat rures. Pessimus adlaudabilis quadrupei amputat Caesar.
Medusa fortiter circumgrediet pretosius rures. Vix adfabilis umbraculi miscere quadrupei,utcunque pessimus parsimonia catelli praemuniet lascivius concubine.
Parsimonia matrimonii circumgrediet rures, quod lascivius apparatus bellis senesceret catelli.Concubine vocificat cathedras, etiam catelli praemuniet satis saetosus matrimonii, ut umbraculimiscere concubine. Pompeii imputat zothecas. Rures corrumperet aegre parsimonia umbraculi.Pessimus utilitas chirographi suffragarit concubine, utcunque Octavius verecunde fermentetpretosius syrtes, quod suis iocari plane utilitas fiducias.
Gulosus oratori insectat parsimonia matrimonii, etiam umbraculi circumgrediet pessimustremulus chirographi, quod optimus utilitas matrimonii neglegenter insectat aegre adlaudabilisquadrupei, semper Pompeii incredibiliter celeriter suffragarit saburre. Umbraculi pessimusinfeliciter corrumperet oratori. Adfabilis quadrupei praemuniet aegre perspicax catelli. Concubinesuffragarit bellus rures. Adlaudabilis quadrupei spinosus deciperet fiducias. Incredibiliter fragilisapparatus bellis pessimus neglegenter circumgrediet vix quinquennalis umbraculi, quodconcubine vocificat fiducias. Chirographi imputat umbraculi, iam pessimus pretosius concubinelucide circumgrediet fiducias, et Aquae Sulis insectat suis, ut cathedras imputat perspicax rures,iam tremulus quadrupei vocificat plane utilitas suis, et fiducias amputat saburre, etiam agricolaeneglegenter senesceret parsimonia apparatus bellis. Agricolae deciperet umbraculi, iamsaetosus matrimonii circumgrediet tremulus umbraculi, etiam incredibiliter pretosius concubineoptimus lucide suffragarit saburre.
Regards,
Kevin Klein
BRANTFORD ! Waterloo ! Kitchener ! Toronto
!" George Street, Brantford, Ontario, Canada N"T #Y" T $%&.!$'.(##( x)))) F $%&.!$&.#%#! wlu.ca
WILFRID LAURIER UNIVERSITYW
LAURIERInspiring Lives.
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Sample Business Card – Front
Sample Brantford Envelope
Sample Brantford Business Card – Back
LAURIER wlu.caBRANTFORD ! Waterloo ! Kitchener ! Toronto
KEVIN KLEIN External Relations Coordinatorkklein*wlu.ca T $%&.!$'.(##( x$!$" F $%&.!$&.!#)!
WILFRID LAURIER UNIVERSITYW
!" George Street, Brantford, Ontario, Canada N"T #Y"
Inspiring Lives.
LAURIERInspiring Lives.
WILFRID LAURIER UNIVERSITY W
!" George Street, Brantford, Ontario, Canada N"T #Y"
16 W I L F R I D L A U R I E R U N I V E R S I T Y / V I S U A L I D E N T I T Y R E V I E W / S C O T T T H O R N L E Y + C O M PA N Y I N C .
Applications
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An identity is never seen in isolation, always in context, whether as
a business card or a poster, personalized and branded emails, or a
website. STC has applied the logo to a variety of collateral that will
demonstrate its readability, graphic integrity, and impact. Rigorous
testing at this stage also reveals more of the identity’s personality
– is it lively, adaptable, intelligent and energetic? Does the mark
embody Laurier’s vision and mission when applied to a variety of
graphic and electronic collateral? Will it reflect and represent the
institutional proposition, Inspiring Lives of Leadership and Purpose?
We believe it will.
This first application is a concept for a full-page ad that would run
as an introduction to the new identity.
18 W I L F R I D L A U R I E R U N I V E R S I T Y / V I S U A L I D E N T I T Y R E V I E W / S C O T T T H O R N L E Y + C O M PA N Y I N C .
Inspiring Lives.
LAURIERInspiring Lives.
Waterloo ! Brantford ! Kitchener ! TorontoWILFRID LAURIER UNIVERSITY
wlu.ca
WHAT’S IN A LEAF? At the heart of it thisnational symbol honours our namesake, SirWilfrid Laurier, seventh Prime Minister ofCanada. That alone is a unique claim amongCanadian universities. But look closely.LAURIER’S Maple Leaf is a microcosm ofconnectivity and support—every veincontributing to the health of the whole. The beauty and simplicity of the Maple Leafcan only be realized through this commonpurpose of nature. And so it is at LAURIER—faculty, sta!, students and alumnicommitted to a common vision: To Inspire Lives of Leadership and Purpose.
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