Getting the Word Out

Certain impressions of St. John's University will always endure - that of an institution deeply rooted in the Vincentian tradition, and committed to an affordable education for students (many of whom were the first in their family to attend college). Synonymous with New York City and all the richness it had to offer, St. John's University sent its students out energized and ready to tackle whatever life had in store for them.

St. John's is still that same vibrant community, but much has changed. Out of a desire to see those changes reflected in the proper light, the University administration established the Office of Marketing and Communications. Charged with creating a comprehensive marketing plan for the University, the Office provides support to achieve Enrollment Management goals and enhance the image and reputation of the University.

At its heart the brand process was designed to create a single-minded identity for St. John's and establish both a visual and verbal framework that best captures the essence of the University's mission. To that end the University teamed with BrandLogic, a Connecticut-based firm well versed in creating branding strategies across various media.

Following a survey of various members of the University community it was determined that St. John's needed to refresh its image and convey a consistent message. New initiatives were begun to create a single, uniform brand identity that tells the world who we are and what we stand for.

One of the first steps in this process was crafting the University's new positioning statement. The new positioning was not about developing "tag lines" but about building awareness and providing a distinctive promise that resonated with all the University's constituencies. The positioning statement offers concrete and sustainable ways of how the University brings its mission and vision to life.

St. John's decided to revitalize its logo and give it a more contemporary, stylized look. A graphically strengthened crest as well as a type treatment of the University name in lower case that is confident, differentiating and representative of the humility of the Vincentian tradition distinguishes the new logo. The unique punctuation symbolizes St. John's welcoming diversity and challenging curriculum.

A logo is only one part of a brand identity that stretches across primary color palettes and select typefaces to present a tone and message consistent across all communication efforts. While still retaining the University's deeply held core values these changes have only enhanced its reputation as a global, diverse institution committed to academic excellence.

The Office of Marketing and Communications has implemented this new initiative, beginning with the University's redesigned web site, launched last July. Since then University communications have reflected the new brand identity and positioning, including stationery, forms, recruitment materials, advertising, signage, campus vehicles and more.

Charged with ensuring consistency in message, tone and manner for the University's refreshed image, the Office of Marketing and Communications has hosted a series of presentations to assist administrators, faculty and staff in understanding the brand process and developing materials that reinforce this new identity. These sessions are ongoing and have provided the University community with the insight and perspective necessary to make this initiative successful.

These changes represent an important first step in the process. Getting the word out, ensuring consistency, and assisting others will help us deliver on the promise of this new initiative. In the last decade St. John's has experienced a period of unprecedented growth and unparalleled diversity and now is the time for us to reflect that in everything we produce. This is an exciting opportunity to build pride and appreciation for the great things St. John's has to offer.