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REBRANDING PROCESS
The Utah State University Marketing Department released loose guidelines that auxiliaries had to follow for their individual branding mark. Several versions of the Housing Services mark were explored before settling on the final branding mark.
IMG 1: Existing branding mark no longer permitted by new branding guidelines.
IMG 2: Rough draft exploration. An appropriate direction was chosen from these options.
IMG 3: Variations explored within the desired branding direction.
IMG 4: Final branding mark. Excerpt from the final branding guide.
HOUSING SERVICES BRANDING GUIDE (2022)
Excerpts from the 2022 Housing Style Guide
IMG 1: Cover of the 2022 Housing Style Guide
IMG 2: A new mission and positioning statement was drafted.
IMG 3: The existing tag line was retired, and a more appropriate saying was created.
IMG 4: Finalized branding mark.
IMG 5: Approved color combinations of the Housing Branding Mark.
IMG 6: Excerpt dedicated to the use of the university branding guidelines and housing branding guidelines in conjunction.
IMG 7: Finalized color scheme for the 2022-2023 academic year.
IMG 8: Finalized typography for the 2022-2023 academic year.
UTAH STATE UNIVERSITY HOUSING SERVICES REBRAND
BRANDING
In 2020, University Marketing and Communications (UMAC) at Utah State University revised its institutional branding guidelines, requiring all departments to update their existing marks. As the graphic designer for Housing Services, I was tasked with developing a new department mark that aligned with the University system while maintaining a distinct presence for the department.
During this process, I also addressed a longstanding challenge: Housing Services lacked a cohesive set of branding guidelines, resulting in inconsistent marketing materials over time. The creation of a comprehensive style guide established a unified visual direction and positioned the department for a more strategic and consistent marketing future. The identity system and guidelines developed through this initiative remain in use today.
* This project is property of Utah State University - Housing Services. Permission was obtained for all trademarked and registered marks. All Rights Reserved.