March 2008 Branding Update

We are moving closer toward finalizing of a new expression of the University of Rhode Island brand. The URI brand has not changed; but the way we package and present our strengths, accomplishments, and world relevance to communities within and outside of Rhode Island will change. The message of URI will become consistent and recognizable as ours no matter which outstanding faculty member, program, college, alumni, or scholarly project is being presented. The Branding Steering Committee is in the process of getting feedback from URI students, prospective students, alumni, faculty and staff and various graphic concepts under consideration. During the coming months, components of the brand expression will be shared with the campus community through presentations across campus.

Analyzing the Research, Developing the Position Statement

During the fall months, FORGE reviewed URI’s institutional data, history and mission. The firm analyzed student questionnaires and surveys, alumni and donor perception studies, our 10-year accreditation report, and current communications tools including web, print, and broadcast materials. The agency met with more than 50 URI stakeholders, including faculty, staff, students, alumni and administrators, and held five focus groups to understand beliefs about URI and perceptions and awareness of the URI brand.

During this process, several recurring themes emerged from all audience groups. URI is: innovative and adaptive in spite of limited resources; global in thinking and reach; preeminent in faculty, alumni and programs; resourceful, risk-taking, collaborative, inventive, forward-thinking, intimate, caring and friendly.

In December, FORGE presented a full analysis of its research to the branding steering committee, and presented a brand truth statement to capture the essence of URI. The presentation included a situational analysis of the University’s challenges, barriers, opportunities, strengths and weaknesses. The agency also shared its audit of six URI core competitors, examining their brands, key messages and identities in the marketplace. The firm highlighted unique URI positioning insights, brand messages, possible theme lines, and presented a brand truth statement.

Once the Branding Steering Committee approved the brand truth statement and the conceptual directions presented by FORGE, the agency took its recommendation to the President’s Team and a joint meeting of the Council of Deans and Joint Strategic Planning Committee in December. The feedback from these groups indicated strong agreement with the brand truth statement and confirmed support for the direction of the branding initiative. With this support, FORGE was able to move on to Phase 3 of the branding initiative, development of visual identity and creative materials.

The Approved University Word Mark

The Approved Graphical Tagline

See the brand in context, read the Brand Truth Statement developed from months of research by Forge Worldwide

Something to See and Hear

In January and February, FORGE presented two creative visual concept directions to the Branding Steering Committee. Both concepts included graphic elements, a tagline, and potential headlines that could be used in advertising, brochures, and other communication materials in conjunction with the creative elements. The agency presented samples of how each creative concept could be applied to billboards, print ads, brochure covers, web pages, and more. All elements are intended to work together to convey the URI brand truth statement.

In late February and early March, the Branding Steering Committee tested these creative concept directions with a survey sent via email to more than 3,000 students, alumni, high school juniors and seniors, and applicants who have been admitted to URI for Fall 2008. FORGE reported the results of the creative concept testing to the Branding Steering Committee, the President’s Team, Council of Dean and Joint Strategic Planning Committee. With survey results indicating overwhelming support for one of the creative directions, the Branding Steering Committee asked more than 2,000 faculty and staff members to view and comment on the creative concepts that were highly successful among the primary external target markets.

Launching the Brand Position

FORGE, in conjunction with the URI Communications and Marketing Department, is developing a comprehensive University-wide marketing/communications/media plan for implementing and integrating the brand messages and visual elements into the University’s overall operations. More information about the process for integrating the brand elements across the institution will be shared during the coming months.