This is a brand case study about Full Sail University done for my IMMS program at Full Sail by Brian Tudor

1. FULL SAIL UNIVERSITY
CASE STUDY
by Brian Tudor

2. ABOUT FULL SAIL UNIVERSITY
Full Sail was founded in 1979
Full Sail is located in Winter Park, Florida
Full Sail is home to more than 7000 students from all 50 U.S.
states and 65 countries.
Full Sail offers 23 Master of Science, Master of Fine Arts,
Bachelor of Science, and Associate of Science Degrees that
span the field of entertainment media.
Each of Full Sail’s degree programs is comprised of a unique
and carefully designed set of components that, when
combined, create the blueprint for a Real World Education.
All Full Sail degree programs are accredited by the
Accrediting Commission of Career Schools and Colleges
(ACCSC)

3. THE FULL SAIL UNIVERSITY BRAND IMAGE
Real World Experience
Success
Knowledge
Passion
Innovation
Technology

4. THE FULL SAIL DIFFERENCE
Real World Experience
Learn the Industry Pipeline
Work on projects using the same
method as in the industry
You Produce Real Projects
Completing real projects is key in
securing employment after graduation
You Interact with Professionals
Learn from industry professionals with
real world experience
Innovative Education
Professionalism
Global Professionalism Standards (GPS)

5. THE FULL SAIL DIFFERENCE
The only university offering an Internet Marketing Master’s of
Science Degree
Accelerated Degree Programs
eBooks and Macbook Pro included in
tuition and fees for all online student

6. FULL SAIL UNIVERSITY
THE COMPETITION
Key Competitors for Full Sail University

7. FULL SAIL UNIVERSITY AND
THE 22 LAWS OF BRANDING
Demonstrates these Laws of Branding
The Law of the Category
The Law of Publicity
The Law of the Shape

8. THE LAW OF THE CATEGORY
A leading brand should promote the category, not the brand. The most efficient,
most productive, most useful aspect of branding is creating a new category.
Created Internet
Marketing Masters
of Science Degree
Project LaunchBox

9. THE LAW OF PUBLICITY
The birth of a brand is achieved with publicity, not advertising. A new brand must be capable
of generating favorable publicity in the media or it won't have a chance in the marketplace.
Full Sail University in the news

10. THE LAW OF THE SHAPE
A brand's logotype should be designed to fit the eyes. Both eyes. A customer sees the world through two
horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a
horizontal shape. The ideal shape is 2 1 /4 units wide by 1 unit high.
Full Sail’s logo meets the horizontal shape
Full Sail’s logo is designed to fit the eyes
Full Sail’s logo is simple and stands out
Full Sail’s logo memorable

11. FULL SAIL UNIVERSITY AND
THE 22 LAWS OF BRANDING
Breaks these Laws of Branding
The Law of the Name
The Law of Change

12. THE LAW OF THE NAME
In the long run, a brand is nothing more than a name. In the short term, a brand needs
a unique idea or concept to survive. But in the long term, all that is left is the difference
between your brand name and the brand names of your competitors. Shorter names
that are unique and memorable are far stronger than longer, vague or generic names.
Full Sail’s name is a little confusing:
Is it a sailing school?
Is it a university or a business?
Students have to explain the name whenever talking about
Full Sail University.

13. THE LAW OF CHANGE
Brands can be changed, but only infrequently and only very carefully. Nothing is
absolute and there are exceptions to every rule. Change at your own risk!
Multiple Name Changes
Full Sail Center for the Recording Arts
Full Sail Real World Education
Full Sail University
Multiple Logo Changes

14. FULL SAIL UNIVERSITY BRANDING
Full Sail Website
www.FullSail.edu
Reinforces Full Sail’s Focus
Online Bookstore - The HangR
Full Sail Apparel Shows Full Sail’s Dynamic Education
Programs
Clothing
Full Supplies & Accessories
Pens & Pencils
Bags
Stickers
Misc

15. FULL SAIL UNIVERSITY BRAND
SUSTAINABILITY
Expand apparel offerings in
the HangR
Continue to offer new and exciting degree programs
Like the new Creative Writing Master of Fine Arts
Online Degree
Avoid changing the Full Sail
name again, University Keep the Full Sail logo static,
brings added credibility do not continue the revolving
door of logo changes.

16. FULL SAIL UNIVERSITY
INTERNET MARKETING MASTER OF SCIENCE
Only program of it’s kind
Allows students to step directly into New Media
leadership roles within companies of any industry

17. FULL SAIL UNIVERSITY
ROOM FOR IMPROVEMENT
Consider adding a logo mission statement to the Full
Sail website
This will cut down on confusion - Why and
airplane?
Publish releases and breaking news though out
the country to grow the Full Sail Community
Expand partnership with Apple to help grow
LaunchBox to the next level of online learning

18. FULL SAIL UNIVERSITY
STUDENT ADVANTAGES
Student Improvement
Professional Growth
Cutting Edge Education
Master’s Level Skill Set
Improved Employment Viability

19. FULL SAIL UNIVERSITY
CASE STUDY
by Brian Tudor
THANK YOU

20. REFERENCES
Full Sail University. (n.d.). Retrieved February 11, 2010 from www.fullsail.edu
Google News. (n.d.) Retrieved February 11, 2010 from http://news.google.com/archivesearch?as_user_ldate=2008&as_user_hdate=2010&q=full+sail
+university&scoring=a&hl=en&ned=us&um=1&q=full+sail+university&lnav=od&btnG=Go
N.D. (December 25, 2009). Full Sail University named first school to house a dolby digital print master facility in the state of Florida. [Press Release].
Winter Park. PRWeb.
Ries, A. & Ries, R. (2002). The 22 immutable laws of branding. New York, NY: HarperCollins Publishing.
Weissman, K. (January 31, 2010). Full Sail University to provide post location for the 2010 Global Game Jam. [Press Release].
Winter Park. PRWeb.
Wells, T. (2008). Full Sail offers online Internet Marketing degrees. Retrieved February 10, 2010 from
http://www.seochat.com/c/a/Search-Engine-News/Full-Sail-Offers-Online-Internet-Marketing-Degrees/