IUP Brand Update: The Road Ahead

Posted on 5/3/2019 2:45:24 PM

Thank you to everyone who attended our open forum on the new IUP brand on Wednesday. We’re excited to have been able to share what we’ve been working on all year. We’re even more excited to bring it all to life for this fall.

With the cat (brand) out of the bag, we’d like to give the university community a sense of the road ahead.

We have ton of stuff to (re)do. So we’re prioritizing.

We are on track to re-launch the IUP brand for the fall 2020 admissions cycle. But to stay on track, the Division of Marketing and Communications has hundreds of publications (including the website) to rethink and remake this summer and throughout the next academic year.

Our first priority for the summer will be admissions materials and marketing, but it’s not all we’re doing. We’ll be reaching out to deans and vice presidents to discover the key items that need to be translated into the new brand. Then we’ll prioritize those within our overall work plan.

If you need to order a reprint of something this summer, go ahead.

There’s going to be a transition period as we work to bring everything under the new brand. If you have something you need to send out, and all you have are materials that use the old brand, go ahead and get it done. Not having newly branded materials shouldn’t stop anyone from taking care of vital business.

When reordering materials, you may want to purchase fewer than you usually would. We’re happy to consult with you on quantities.

We’re simplifying the IUP logo.

Our new brand includes the tone words “assertive” and “real.” We seek to be direct and straightforward in our communications. As part of that change, we are rolling back the IUP logo to its “classic” format.

In other words, we’re removing the IUP logo from the “wave” container it’s been in for the past 10 years. This makes the logo simpler and easier to read, which supports our new brand strategy.

However, if you have items with the wave logo on them, go ahead and use them. Things are going to be a bit mixed up in this transition period, and that’s OK.

How you work with MarCom is changing.

The advent of the new brand marks an important change in how MarCom operates. In the past, we’ve been a publications office: designing print and digital publications on demand. But we can’t continue operating under this model if we want the new brand to succeed.

The new brand isn’t the logo. It isn’t the graphics. Our brand describes who we are and how we present ourselves to the world. The role of Marketing and Communications is to shape how IUP presents itself to the world.

In practical terms, that means we are continuing the evolution we started last fall. Rather than taking in work on a piece-by-piece basis, we will be working with you to understand why you are marketing or communicating and what your goals are. Then we’ll work with you to develop a plan to help you get to those goals. We’ll design whatever assets (print materials, websites, digital campaigns, etc.) are needed as part of that plan, of course. But we may also ask you to rethink your approach.

To put it another way: because the new brand isn’t just a graphic treatment, “translating” a publication into the new brand doesn’t mean just updating its graphics.

As our next step toward this new model, we're removing the marketing request form from our website. That doesn’t mean that we don’t want to hear from you! It just means we want to start our work with you with a conversation instead of an order form.

That’s all for now, but there’s more to come. Watch this space for updates throughout the summer.