Deliver
- This project was vitally important to the positioning and marketing
of George Fox. A significant phase was the selling of the logotype
to the campus community.
- Also central to establishing and implementing the University’s
identity program was the need to reposition the institution as a university.
(The change from college to university took place seven years earlier.)
- Research showed that many thought of George Fox as an option only
for those seeking baccalaureate degrees, when actually the University
granted advanced degrees in several fields.
- A series of print ads in local media has underscored this change
of mission.
- Peterson Ray & Company’s participation in logo design
— and subsequently a series of recruitment print and electronic
messages — was but one phase in repositioning the University
as a first–rate institution of higher learning.
- Crucial to this was the establishment of a marketing/communications
office. Once in operation, the next step was execution of the identity
program.
- Our first publication in the series was the viewbook (see
Figures 7–9), which set the tone and style of subsequent
pieces. Later followed two search mailers (one for high school juniors;
one for high school sophomores), brochures on financial aid and answers
to parentsí concerns, and the travel (College Fair) piece (see
Figure 10).
Challenges
- Some resistance occurred when the community became aware that a
new, contemporary design was to replace the old calligraphed symbol.
Because Peterson, Bennett, the marketing/communication staff and the
president had carefully paved the way for campus–wide acceptance
of the project’s outcome, the logotype has since gained enthusiastic
approval.
