Presentation to athletic department at Concordia University Texas - an evolution of brand assets.

1. Redesigning the CTX Brand
Redesigning the Tornado Brand
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not be reproduced.

2. Building a Brand- Why?
A BRAND IS MORE THAN A LOGO
• It’s a visual and recognizable
representation of an organization.
• It’s the promise behind the product you
deliver.
• It should be memorable.
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

3. A brand is a visible
representation of an organization and it should embody the
ideal of the organization. The way we make our ideas tangible is through our “brand
identity”. If our brand
is the sum of all the impressions a person has
about Concordia University Texas, our brand
identity is comprised of
the sum of all the things we create to carry our messages to the
community – like our brochures, magazines, flyers and our web site. In this context,
community refers to all audiences we communicate with – potential students, current
students, parents, donors, churches and many others. If we want to cultivate a clear,
consistent, memorable
impression of Concordia University Texas, it is
important that the ways we communicate
and support the idea
behind our brand are equally clear, consistent and memorable.
-from the Concordia University Style Guide

4. Anatomy of a Brand
PMS: 7406 (coated and
uncoated)
CMYK: C0 / M18 / Y100 / K0
HEX: ffcb05
PMS: 282 (coated and uncoated)
CMYK: C100 / M60 / Y0 / K60
HEX: 00274c
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

5. PMS: 7406 (coated and
uncoated)
CMYK: C0 / M18 / Y100 / K0
HEX: ffcb05
PMS: 282 (coated and uncoated)
CMYK: C100 / M60 / Y0 / K60
HEX: 00274c
Note: A secondary color palette is also used and were inspired
by ‘buildings and landmarks we see every day on our campus’.
(source: umich.edu/style-guide/design-principles/colors)
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

6. Tornado includes a
cross and three
rings that signify
the Trinity.
The official
athletic font is
Serpentine, used in
italics. For
‘Tornados’, note it
is in all caps
PMS: 268 (coated and uncoated)
CMYK: C82 / M100 / Y0 / K12
RGB: 79 / 8 /31
HEX: 4F2683
Yellow lines
separate content
and mimic lines
used with our
mission statement.
PMS: 122 (coated and uncoated)
CMYK: C0/ M17/ Y80 / K0
RBG: 255 / 210 / 79
HEX: ffd24f
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

7. Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

8. Anatomy of a Brand
Let’s look at how existing assets were used to create new
logos:
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

9. Anatomy of a Brand
Let’s look at how existing assets were used to create new
logos:
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

10. Anatomy of a Brand
Let’s look at how existing assets were used to create new
logos:
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

11. Note the shadow added to the wordmark to add
depth. Here in CTX Purple at 25%. This works well
with embroidered images as well.
The color of the shadow in the wordmark
mirrors the lines of motion in the shield logo
– also in 25% of CTX Purple.
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

12. Uses official Serpentine
font. Its square shape was
desirable for certain
placement. It also further
signifies our modified
acronym: CTX.
Here, it’s used on the
baseball field. An outline
was added to add depth and
to stand out against another
dark background color,
green.
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

13. Tornado with shield
Multiple outlines
Shadow on text
Angled background
We took the Serpentine letters from the interlocking CTX logo and applied them to
the earlier assets shown including the angled background, Tornado with shield,
shadow on text and multiple outlines.

14. Example of new logos in apparel
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

15. Example of new logos in apparel
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

16. Example of new logos in apparel
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

17. Example of new logos in apparel
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

18. Example of new logos in apparel
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

19. Example of new logo on notecards
(flat – double sided)
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

20. Example of new logo on notecards
(folded – inside blank)
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

21. Example of new logo on letterhead

22. Example of 3D logo for video board

23. Example of 3D logo in motion for
video board

24. Example of header redesign
for website

25. On Branding…
Ralph Lauren
fashion designer
‚When you think of the blur of all the
brands that are out there, the ones
you believe in and the ones you
remember ... they are the ones that
stand for something.‛
A brand for a company is like a
reputation for a person. You earn
reputation by trying to do hard things
well… If you do build a great
experience, customers tell each other
about that. Word of mouth is very
powerful.
Jeff Bezos
founder of Amazon.com
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

26. Proposed timeline for implementation
February 19
Focus Group mtg 1 (presentation)
March XX
April XX
Focus Group mtg 2 (feedback)
Shared final revisions
May -July
Submit to Ad Council for review
Finalize, create style guide, work on
trademark
August
Official launch & training of new assets
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.

27. Q& A
Presented by The Communications Office, a division of External Relations
The information and logos provided in this presentation are drafts and should not
be reproduced.