From Brand Strategy to Brand Identity
Step 2 of our 3-Phased Brand Development Process
We can meet you anywhere along the way.
The first expression of your school’s new brand strategy and messaging is logo design and visual identity. With a strong brand identity, your institution will benefit from:
- A logo and branding system that clearly positions your school to connect, resonate and motivate student, alumni and community-based audiences.
- Visual consistency across all media channels that builds brand recognition, facilitates clear communication and strengthens the impact of your organization’s strategic messaging.
- A renewed sense of pride, loyalty and emotional connection with the school that boosts student enrollment and retention, alumni engagement, and fundraising efforts.
- A community-building tool that deepens stakeholder participation and support for the school’s mission, campaigns and events
- A competitive edge as a reputable and reliable institution which serves to attract top talent, secure partnerships, and gain recognition within the education sector.
Step I:
Logo Design
Our Logo Design process includes:
- Kickoff meeting to review brand messaging and client’s homework (which will be assigned a few weeks before the meeting).
- Presentation of 3-4 preliminary black & white logo concepts. (We hold off on color selection until the logo has been finalized because you will be influenced by color and it’s important to like the logo in its base form.)
- Selection of preferred logo direction by client
- 2 rounds of revisions to logo based on client feedback
- Presentation of logo with color palette options
- Selection of preferred color palette resulting in creation of final identity
- Deliverables to include several digital formats of new logo to be used for internal/external purposes
Step II:
Brand Identity
During the Brand Identity Process, we create the visual framework in which your logo lives. Deliverables include:
- Stationery Package
- Marketing Collateral Look & Feel: Overview design implementation for a single page/cover within 2 flagship school admissions/marketing pieces (e.g. website homepage, student recruiting brochure cover)
- PowerPoint Presentation Template
Step III:
Brand Guidelines
During the Brand Guidelines Development, we solidify usage of your new brand identity. Guidelines include:
- Logo Introduction and Explanation
- Logo Variations (Primary, Stacked, etc.)
- Logo Usage (Minimum size, free space, dos & don’ts)
- Typography
- Color palette
- Gallery of Brand Assets: Letterhead, Stationery, PowerPoint Template
Maximize your Brand Launch through Creative Implementation
To ensure a seamless and impactful brand rollout, we provide comprehensive creative services, encompassing concept development, copywriting, and design, to assist clients in launching and sustaining their brand. Our expertise extends to crafting targeted campaigns for student recruitment, alumni engagement, and fundraising appeals, as well as producing materials such as view books, websites, admission/enrollment collateral, and school or alumni magazines.
Karen brought great success to our rebranding process. Although she has a very calm demeanor, we learned to greatly appreciate the passion and talent she brings. Through her exceptional graphic design and inspiring integrated identity work, she far exceeded our expectations.
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Over the past three years, Karen has been instrumental in creating and launching the Town of Harrisburg's brand identity. Her creative expertise and responsiveness to the town's input and needs has paved the way for a seamless partnership. Karen works with our staff at all levels of the organization and has coordinated with our vendors on execution and production of her designs. In all cases, she's represented town interests with the utmost professionalism. She's sensitive to budgetary requirements, proactive in seeking creative solutions and flexible to client input regarding design decisions. Karen has been and continues to be a critical member of our communications and marketing team, and I feel confident recommending her to future clients.
Rebranding Central Piedmont Community College
We had the privilege of collaborating with the candescence team, led by Bob Davies, in the rebranding of Central Piedmont Community College (CPCC), the second largest community college in North Carolina. The new brand identity speaks to the school’s longstanding history of excellence and continued optimism and excitement as a leading higher ed institution in the greater Charlotte area.
The logo, featuring intertwined “CP” initials, reflects the college’s vision as an institution committed to impacting lives through education and offers multiple interpretations, such as a tower, an upward arrow, or a cap and gown. km design also developed comprehensive brand guidelines to ensure consistent and impactful implementation of the new brand across various elements.
More about Central Piedmont Community College Rebranding »
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Karen isn’t just creative, she’s smart. I would recommend her for just about any design or branding project and look forward to working with her in the future.
