Branding From Scratch: Creating a New Identity for an Established Institution (a Case Study)

by Abigail James

With more than 30 different visual presentations of the University of the Pacific's name in use, and at least that many different messages going to its many publics, the university was a prime candidate for a branding project. But how do you combine a collegial and scholarly university culture, with a penchant for getting things done deliberately and with consensus, with a high-concept marketing-behemoth project like branding? With the help of partners from Boston and San Francisco, Pacific was able to bridge these two worlds in order to choose a new visual identity and agree on and adopt key messages about the university that appeal and apply to a wide variety of customers and stakeholders.... cont'd

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