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| History of the New Brandmark | ||||||||||||||||||
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In March 1999, Dr. Pappalardo appointed a Marketing Team to assess the college's marketing program and make recommendations for improvement. Over the next year, the Team oversaw a comprehensive market research program. Among many other findings, the research revealed little public awareness of the college's existing logo. In addition, during focus group research associated with a college publications audit, the college's logo was not rated highly. Participants in the focus groups judged the current logo inferior to many others presented in the publications audit. A more sophisticated, academic, modern look was desired that conveyed the sense of motion and advancement associated with the college's recent growth. The existing logo had been adopted in 1989 when the college was still part of Catonsville Community College. The Marketing Team felt the college could benefit from a new graphic identity tied to its new, independent status. Technical problems with the existing logo could also be remedied with a new design. The Marketing Team presented its findings in its FY2001-FY2002 Marketing Plan, which was approved by the president and implemented beginning July 1, 2000. Graphic Identity Program Launched Among the six priority marketing initiatives in the FY2001–FY2002 Marketing Plan was "Design and implement a college-wide Graphic Identity Program." In addition to developing standards for graphics use in college publications, advertising, and web applications, the Marketing Team recommended development of a new college brandmark. A brandmark consists of a symbol or logo plus words or type (the logotype). In December 2000, a Graphic Identity Project Team was appointed. The Team included representation from all areas of the college. One of the Team's charges was to develop standards for a new college brandmark incorporating a separate logo, distinctive logotype, specified typefaces, and official color. The mark would be used college-wide to establish the college's graphic identity in all markets. Vince Leisey, chair of the Project Team and Director of Publications and Communications Design, made a 30-minute presentation on the Graphic Identity Project to the Board of Trustees at its January 2001 retreat. The Board endorsed the project and the president ordered the Team to proceed. During 2001 the Graphic Identity Project Team developed preliminary usage standards, reviewed logos from other colleges and organizations, and developed design parameters to guide development of concepts for the new brandmark. Initial Design Concepts Tested In December 2001, the college contracted with Kohn Creative Solutions, a local graphic design firm, to develop preliminary design concepts. Seven designers within the firm were assigned to independently develop concepts. In addition, the college's in-house graphic designer was asked to submit design proposals. This first round produced a set of ten design concepts for review by the Graphic Identity Project Team. The ten designs were presented to the Project Team on January 30, 2002 in a focus group format. The Project Team forwarded eight of the ten designs for further focus group testing. Five additional focus groups reviewed the eight concepts during January and February 2002: new Carroll students at orientation, high school seniors, the Academic Affairs management team, the Continuing Education and Training staff, and the Student Government Organization. The SGO reviewed nine designs—the eight forwarded by the Project Team plus the Better Freshman Year campaign graphic. On February 21, 2002 the Graphic Identity Project Team met to review the focus group findings. One of the initial concepts was withdrawn because it was found to be very similar to a copyrighted design. Two concepts were returned to the designers for modifications. The focus group findings were shared with the designers, who were invited to present fresh concepts for Round 2, utilizing the research feedback. Market Testing, Round Two A total of 11 designs were submitted for Round 2. Three were removed from consideration before group testing: one because it didn't meet the design parameters, one because it was very similar to another submission, and one because it was judged to be notably weaker than the other remaining eight designs. The Project Team met on April 24, 2002 to review the Round 2 submissions. They decided to forward four designs for further market testing. Five additional focus groups were conducted during April and May 2002. In all, a total of 12 focus groups were held. The College Senate and the Planning Advisory Council also reviewed Round 2 concepts. The Board of Trustees heard updates on the project at their February, April, and May meetings. The Board was informed a recommendation would come before them in June. Focus Group Consensus The four-month market testing program focused on six criteria: How distinctive is the design? (It shouldn't remind people of something else.) Is it memorable? Does it reflect the mission, character, and direction of the college? Will it be effective with high school students, adult learners, and the business community? A three-stage focus group format was used. Participants' initial reactions to each design were captured verbatim on audiotape. They then completed a written evaluation sheet, rating each design on the six criteria. This was followed by discussion of the least and most effective designs presented to the group. The design eventually recommended for adoption came from Round 1, so it was tested in all 12 focus groups. It consistently received high ratings on all six criteria, from the first student focus group in January to the last group convened in May. On May 20, 2002, the Graphic Identity Project Team met to review the findings from the focus group research and to decide on its recommendation. After reviewing each of the final design concepts and associated focus group findings in turn, the Project Team unanimously recommended one brandmark for adoption by the college. Kohn Creative Solutions was notified of the choice and subsequently prepared a display board of the recommended design for sharing with the President and Executive Team. At the beginning of June, the President and Executive Team approved the design. The final recommendation was shared with the Planning Advisory Council on June 10, 2002. On June 19, 2002 the college's Board of Trustees unanimously approved adoption of the new brandmark.
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