Spoofing University Communications:
The University of College
By The 2communiqué Team & Chat GPT
The competition for prospective students is real. The enrollment cliff is here. Colleges are closing weekly, and many more are projected to close. So why then do the majority of enrollment communications look alike and have generic messages about the future?
The 2communiqué team researched dozens of college communications, looking at university logo designs, color and typography palettes, and overarching messaging. This research was the foundation of the creation of “The University of College: A case study of the expected.” What follows are the brand identity guidelines for that school.
Position
If ChatGPT can write your positioning statement, then your school communications are in trouble—and by reflection so is your school. This statement needs to be unique and communicate what makes the institution special, and embody the culture and priorities of the school.
The University of College is dedicated to empowering tomorrow’s leaders through a cutting-edge education that blends rigorous academics with real-world experience. We foster a dynamic learning environment where students are inspired to think creatively, act boldly, and drive meaningful change. Our diverse community of scholars and innovators collaborates to push boundaries and explore new frontiers, ensuring that graduates not only thrive in their careers but also make a positive impact on the global stage.
Logo
We understand that schools are places rich with academic rigor. They are also places where people explore new ideas, make new friends, learn different points of view, take risks, and ultimately grow into better versions of themselves. The identity needs to take risks and evolve to represent the institution as a place of ideas and growth.
A logo is a graphic symbol or emblem that represents a company, organization, product, or brand. It often includes elements like text, symbols, or images and is designed to be easily recognizable and memorable. A well-designed logo helps create a visual identity and can communicate the values or essence of the entity it represents.
Color
Blue is overwhelmingly the color of choice for institutions, followed by a version of red, and then green. How are institution communications supposed to stand out when they are all using a similar color palette? And what do these colors really say about the place?
Color use is essential for creating a cohesive and recognizable brand identity.
Primary Colors: These are the main colors that represent the brand. They are used most frequently in branding materials and have the strongest association with the brand’s identity.
Secondary Colors: These colors complement the primary palette and are used to support and enhance the brand’s visual identity. They may be used for backgrounds, accents, or additional design elements.
Type
There are literally thousands of fonts, yet when it comes to the selection for the primary typography, there appears to be less than a dozen. Typography is a powerful visual for embodying personality, voice, and tone; therefore the palette should be carefully considered and inclusive for campuswide communications.
The fonts and typography used play a crucial role in establishing and maintaining a brand’s visual identity. Consistent use of these fonts reinforces brand recognition.
Social
Your prospective students are most likely engaging with your institution through social media, as are your alumni. Consider these two very different audiences intentionally and create content that speaks to them.
Social media identity guidelines (design specifications, tone and voice, content guidelines) are essential for maintaining a consistent and cohesive brand presence across various social media platforms. By clearly defining these elements, social media identity guidelines help ensure that all brand interactions on social platforms are consistent, professional, and aligned with the overall brand strategy.
“Start Your Journey.” “You Have a Place Here,” “Your Future Begins Here.” Many communications use these generic messages paired with even more generic imagery, as shown here through stock photography. This approach is not going to make your institution stand out. Consider unique messaging and custom imagery to highlight the need for originally commissioned photography.
Print marketing remains a powerful tool when integrated with a comprehensive marketing strategy, offering a tangible way to engage and inform potential students.
Website
Prospective students are the primary audience. Period. Create a home page for them alone. Your alumni and donors can be brought directly to other pages within the site.
The website is an essential tool for establishing and reinforcing a brand’s identity. It allows you to showcase your logo, color scheme, and overall aesthetic, helping to create a consistent brand image across various communication channels.
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2communiqué is a content strategy and creative design firm that collaborates with educational institutions and organizations to develop custom storytelling and brand-aligned design. Their in-house team is Kelly McMurray (Founder & Creative Director), Chris St. Cyr (Creative Director), Gabby Gordon (Senior Designer & Producer) & Sarah Sampson (Senior Designer).
Other contributors to this project were Renée Manzella (Summer Design Intern), ChatGPT (guideline copy), and Adobe Stock (stock imagery).