Corporate Identity

Summary of Activities January - September 1995

1. A steering group, comprising the Senior Pro-Vice-Chancellor, Registrar, Associate Dean (Teaching) from the School of Human and Environmental Studies, and the Communications and Publicity Officer was established in January 1995 to develop a new corporate visual identity for the University.

2. From a range of research, design and corporate identity agencies who presented their credentials in February 1995, two companies were selected to work with the University. The process was defined as follows:

• Stage 1 Investigation - research into perceptions, audit of current printed materials and visual environment, report of findings and preparation of design brief.

• Stage 2 Design concepts - presentation of initial concepts, refinement of selected concepts, presentation of visuals of applications.

• Stage 3 Design development - detailed design of primary identity elements (e.g. logotype and symbol), specifications for corporate colours, guidelines for the use of identity elements, and detailed design of key applications.

• Stage 4 Launch and identity management - consultation re launch, development of visual identity management guide, creation of desktop publishing templates, liaison with University in-house design and production staff.

3. Lloyd Northover Citigate were appointed to carry out internal research at the University, and to undertake design and implementation (together with Communications and Publicity Office and Audio-Visual Services). The company interviewed over 80 staff and students to discover their perceptions of the University's key characteristics, how they would like it to be seen, and what sort of image and corporate identity system they felt would be most appropriate. The company also undertook a visual audit of all the University's current printed materials and of the campus environment, notably signage.

4. In addition to this internal research, HEIST, a charity specialising in educational research, was commissioned to undertake a number of surveys for the University. These included small group interviews with potential undergraduate and postgraduate students, and written and telephone questionnaires of teachers, careers advisers, employers and industrial partners - over 700 people in all. A summary of the HEIST findings is enclosed.

5. Lloyd Northover Citigate's visual audit demonstrated that the University does not currently have a consistent image - there are at least four variations of the University's name and at least ten versions of the University crest in current use. Fonts, colours and layouts also vary widely across the institution.

6. The internal research concluded that an effective visual identify for the

University should present the University as:

• focused / cohesive / well-integrated
• relevant / practical / straightforward
• confident / solid / dependable
• modern and well-established
• technologically sophisticated
• sport-oriented

7. The primary audiences for the visual identity include:

• current and potential undergraduate and postgraduate students and their parents
• current and potential staff
• careers advisors and other influencers
• industrial partners, clients and employers
• relevant educational bodies (e.g. HEFCE, CVCP, HEQC, etc.)
• local/regional residents and government
• the media

8. From a range of initial concepts produced by Lloyd Northover Citigate, several designs are to be worked up to final proposal stage. These make use of both a symbol and the university name, with the former being given a modern slant whilst the latter uses classical typography. Colours and fonts appropriate to the designs are also being developed.

9. A presentation of the consultants' findings and proposals will be made to Heads of Departments and Sections, Senate and on 20 October to the University Council, which will be asked to make a number of decisions regarding the proposed new identity. These will relate to the principle of adopting a corporate visual identity, its management, and implications for the way in which that image is expressed, i.e. the University's name, crest, symbols, and corporate colours.