BRANDING IS ABOUT MUCH MORE THAN THE PROPER USE OF A LOGO OR A COLOR. IT’S ABOUT CONSISTENT COMMUNICATION. ABOUT ACHIEVING A COMMON LOOK AND FEEL. ABOUT SPEAKING WITH ONE VOICE.
WHY BRAND GUIDELINES?
Great brands build strong bonds with their audiences by being consistent. They are instantly recognizable and immediately stand for something. They speak a common language, despite the fact that they may speak to different people. This consistency builds trust between Rensselaer and its audiences.
The primary purpose of articulating a clear brand strategy is to provide the entire university community with a unified platform from which to promote Rensselaer and its components. Following our brand guidelines ensures that the look and feel of Rensselaer stays consistent in whatever manner it goes out to meet the wider world—from newsletters and websites to videos and social media.
Brand assets are the creative tools, visual elements, and written words that enhance our image and bring the Rensselaer brand to life. They include our logo, type fonts, color, voice, and visual style.
Aligning with the brand enables individual Rensselaer portfolios, schools, departments, and centers to leverage Rensselaer’s considerable brand equity—the full quality, strength, and credibility of Rensselaer Polytechnic Institute. Working across the Institute to pursue branding in a disciplined way enables Rensselaer as a whole and every portfolio unit to achieve greater impact and reputational lift with a lower investment of resources.
The greatest successes at Rensselaer always have been the result of people coming together and working together to effect great change and make a difference. Building and strengthening the Rensselaer brand is no different.
THE VALUE OF BRAND
A strong brand is the most valuable intangible asset any organization owns. A strong brand:
- Communicates clearly what the organization stands for
- Is credible, reflecting reality and aspirations
- Connects emotionally with its audiences
- Motivates the target audience to take action
- Creates loyalty