Building a more unified brand.
The Chancellor’s Office visual identity represents the system office of a diverse network of 114 colleges throughout California. The Chancellor’s Office mark should convey trust and elevate the perception of community colleges as effective institutions of post-secondary learning. This project seeks to formalize the Chancellor’s Office visual identity system and provide a set of tools to help California Community Colleges projects, programs and initiatives standardize their representation of the system.
The Current Brand
- Since its introduction, the brand has gone through uses that lack standardization and don’t match with a unified brand identity.
- The lack of unity in the Chancellor’s Office brand makes it more difficult for the system to convey trust and elevate the perception of community colleges.
Brand fragmentation can lead to confusion for students and stakeholders.
- Feedback from over 700 California Community College leaders and communicators identified broad support for standardizing and updating the Chancellor’s Office brand.
A majority of participants supported:
- Updating current visuals to bring them more in line with current graphic needs and standards.
- Developing and enforcing guidelines for brand usage.
- Developing communications standards and guidance for initiatives and Chancellor’s Office-funded projects.
Research by Interact Communications conducted in the spring of 2017.
- Clarity: Clearly communicate the mission and goals of the Chancellor’s Office and bring the brand into alignment with the Vision for Success.
- Consistency: Organize programs, initiatives, and directives administered, directed, and sponsored by the Chancellor’s Office under one umbrella.
- Recognition: Increased consistency in the representation of the largest system of higher education in the nation can lead to increased recognition of the internal and external reach to stakeholders.
- Better for students: Students will be able to better determine official Chancellor’s Office projects and know that they are visiting websites they can trust.