RecSports Rebrand

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branding the GAUCHO [ Legacy Overview: UCSB Recreational Sports ] Recreational Sports is an essential component of the educational experience at the University of California, Santa Barbara. The programs exist to enhance the quality of life on campus, and to emphasize a well-rounded educational experience balancing one’s physical, social, intellectual and emotional well-being. The goal of the Recreational Sports program is to inspire growth of the mind, body and spirit through Ä[ULZZ JVTT\UP[` HUK MHPY WSH` [ The Story ] 9LJYLH[PVUHS :WVY[Z PZ VUL VM [OL SHYNLZ[ WYVNYHTZ VU [OL <*:) JHTW\Z 6\Y ÄYZ[ WYVQLJ[ ^HZ [V integrate this vast program with an identity. The summer of 2010 was dedicated to one main VIQLJ[P]L! IYHUKPUN <*:) 9LJYLH[PVUHS :WVY[Z The program’s main challenge started with brand recognition. Intramural Sports, Sport Clubs, Adventure Programs, Athletic Training, Open Recreation, Special Events, and facilities all served as dilutions of this all encompassing brand. Past marketing attempts proved to be arbitrary in brand recognition efforts. Multiple logos, countless tag lines, and inconsistent advertising messages characterized UCSB Recreational Sports’ marketing attempts. We developed a strong logo, three-word tag line, and the branding elements that supported their NVHSZ HUK OLSWLK [OLT KLÄUL H ZL[ VM N\PKLSPULZ [V THPU[HPU JVUZPZ[LUJ` V]LY [PTL Created a brand identity Designed an all new visual style Developed brand guidelines Designed marketing concepts to help communicate the brand Developed marketing materials and stationary systems Built the brand from the ground up necessity

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Transcript of RecSports Rebrand

Page 1: RecSports Rebrand

branding the

GAUCHO[ Legacy Overview: UCSB Recreational Sports ]

Recreational Sports is an essential component of the educational experience at the University of California, Santa Barbara. The programs exist to enhance the quality of life on campus, and to emphasize a well-rounded educational experience balancing one’s physical, social, intellectual and emotional well-being.

The goal of the Recreational Sports program is to inspire growth of the mind, body and spirit through Ä[ULZZ��JVTT\UP[`�HUK�MHPY�WSH �̀�

[ The Story ]

9LJYLH[PVUHS�:WVY[Z�PZ�VUL�VM�[OL�SHYNLZ[�WYVNYHTZ�VU�[OL�<*:)�JHTW\Z��6\Y�ÄYZ[�WYVQLJ[�^HZ�[V�integrate this vast program with an identity. The summer of 2010 was dedicated to one main VIQLJ[P]L!�IYHUKPUN�<*:)�9LJYLH[PVUHS�:WVY[Z��

The program’s main challenge started with brand recognition. Intramural Sports, Sport Clubs, Adventure Programs, Athletic Training, Open Recreation, Special Events, and facilities all served as dilutions of this all encompassing brand. Past marketing attempts proved to be arbitrary in brand recognition efforts. Multiple logos, countless tag lines, and inconsistent advertising messages characterized UCSB Recreational Sports’ marketing attempts.

We developed a strong logo, three-word tag line, and the branding elements that supported their NVHSZ��HUK�OLSWLK�[OLT�KLÄUL�H�ZL[�VM�N\PKLSPULZ�[V�THPU[HPU�JVUZPZ[LUJ`�V]LY�[PTL��

Created a brand identity Designed an all new visual style

Developed brand guidelines Designed marketing concepts to help communicate the brand

Developed marketing materials and stationary systems Built the brand from the ground up

necessity

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branding

the horse[ Logo Development ]

0U���� ��[OL�4HYRL[PUN�;LHT�PUP[PH[LK�[OL�IYHUKPUN�WYVQLJ[�VM�[OL�JVTWSL_�WHY[PJPWH[VY`�IYHUK�VM�Recreational Sports. The company, had no unitary logo, and had gone about marketing their associated website as a brand itself. To increase brand recognition and to prevent further dilution of the brand, the Marketing Team implemented a single logo representation of the program.

The logo combined both the “UCSB Recreational Sports” and “GauchosPlay.com” logos into one united image. To give the brand the opportunity to visually identify itself.

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rec sports

brand story[ The Marketing Vision]

The purpose of this vision is to create a story of the UCSB Recreational Sports brand. It is here to JYLH[L�HU�PKLH�PU�[OL�TPUK�VM�V\Y�WHY[PJPWHU[Z��ZV�[OH[�[OL`�JHU�JVUJLW[\HSPaL�OV^�[OL`�Ä[�PU[V�V\Y�brand’s story. This is an introduction into the brand.

UCSB Recreational Sports, Where Gauchos Play.

Here, the everyday stresses are dissolved.

There are no textbooks to read, no papers to write, no tuition fees to pay.

;OPZ�PZ�`V\Y�LZJHWL"�[OL�WSHJL�^OLYL�[OL�ÄYZ[�HUK�VUS`�[OPUN�[V�^VYY`�HIV\[�PZ�[V�HSSV^�`V\Y�TPUK�HUK�body to become one. This is the place where you experience unconstrained freedom, an outlet from obligations.

Here, you can expect more - expect more from yourself, your fellow players, your experience. This is the opportunity to explore your potential.

;OLYL�HYL�UV�SPTP[Z��UV�IV\UKHYPLZ��;OL�VUS`�SPTP[Z�HYL�[OL�VULZ�`V\�KLÄUL�I`�`V\Y�PU]VS]LTLU[�

Your weekly IM game, three hour Sport Club practice, or trip with Adventure Programs is yours to own. This is the place where the freedom to discover is yours. Claim it.

+LÄUL�`V\Y�WSH �̀�

UCSBRecreational

Sports

WhereGauchos

Play

[ name ] [ logo ] [ slogan ]

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branding in

our terms[ The “Brand” History ]

Pre-Summer 2010, the company’s marketing attempts can be described as “inconsistent.”(�]HYPL[`�VM�ZSVNHUZ�^LYL�\ZLK!�

Fun, Fitness, and FriendshipNo Experience Necessary Forfeits Are a Bummer PRIDE - Personal Responsibility in Daily EffortThere is Something for Everyone

;OL�JVUJLW[�VM�IYHUKPUN�^HZ�H�Z[YHUNLY�[V�[OL�JVTWHU �̀�;OLZL�Ä]L�THPU�ZSVNHUZ��HSVUN�^P[O�ZWVYHKPJ�THYRL[PUN�JHTWHPNUZ��HUK�H�KPZQVPU[LK�Z[HMM��KPS\[LK�[OL�9LJ�:WVY[Z�UHTL�[V�ZVTL[OPUN�PTTLKPH[LS`�[OV\NO[�VM�HZ�[OLPY�MHJPSP[`!�[OL�9LJ�*LU��(S[OV\NO�[OL�9LJ�*LU�PZ�VUL�VM�[OL�WVPU[Z�VM�WYPKL�VU�[OL�UCSB campus, this lack in brand differentiation lead the audience to associate Rec Sports as a facility, rather than the program that provided the facility.

(M[LY�LZ[HISPZOPUN�H�WHJRHNL�IYHUK�Z[VY`�MVY�<*:)�9LJ�:WVY[Z��[OL�4HYRL[PUN�;LHT»Z�THPU�VIQLJ[P]L�ILJHTL�JSLHY!�WYV[LJ[�[OL�IYHUK�I`�HU`�HUK�HSS�TLHUZ��

[ Protecting the Brand ]

UCSB Recreational Sports is a participatory brand. It is Where Gauchos Play. Rec Sports offers students the opportunity to engage with our brand through play. Whether on a court, with their team, HU�V\[KVVY�HK]LU[\YL��VY�H�Z[\KLU[�QVI��9LJ�:WVY[Z�MHJPSP[H[LZ�HJ[P]L�PU]VS]LTLU[��

7HY[PJPWH[PVU��H�WYLTPZL�VM�V\Y�WYVNYHT��ZLY]LZ�HZ�H�SLHKPUN�PUÅ\LUJL�VU�V\Y�PUZPNO[Z��V\Y�ZLY]PJLZ��and our brand. It’s about the conversation that occurs amongst our community and ourselves.

(�SHYNL�WVY[PVU�VM�[OL�4HYRL[PUN�;LHT»Z�L_PZ[LUJL�Z[LTZ�MYVT�[OPZ�PKLH!�WYV[LJ[�[OL�IYHUK��(�IYHUK�PZ�H�promise, and our words are our bond with our audience. Protecting the brand can come from creating a comprehensive marketing campaign to the very document you use. Correct logos, materials, email responses, etc. are all part of the brand.

Branding Principles

Be a defender and an advocate for the correct logo use as much as possibleEverything with our logo is our brandEvery piece of paper, apparel item, poster display, etc. is an extension of the brandMeasure work based on “how it builds the brand” – if it doesn’t, then reconsider this representationGive our representation a consistent and stable look and feel

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our brand debut