CPUT
The Cape Peninsula University of Technology (CPUT)
CPUT is a higher education institution offering diploma and degree courses as a member of the second highest tier of education – universities of technology – in South Africa. It is the largest university of its type in the country.
The Task:
The university was experiencing problems managing and maintaining the integrity of their brand and required a comprehensive overhaul of the brand identity manual and its management and the defining of a large range of brand identity expressions.
The Work:
This year-long project consisted of producing a new look and style for the brand which was expressed in all brand and faculty literature, as well as several other components.
1. Research
Research was conducted to establish who was using the brand identity and what marketing or communication material they were producing, how they were producing it, and any problems they might be having in doing so, in a university of several faculties and scores of departments, using several third party suppliers as well as in-house printers.
2. Education
Education workshops to inform staff of the new rules and regulations governing the brand identity and how best to use it, and a digital interactive education questionnaire to improve staff knowledge.
3. Posters
A series of posters covering essentials such as the font palette, colour palette and brand signature variations and how to use them, for the education of all external third party suppliers and internal producers of communication material.
4. Brand Identity Manual
A new enlarged, refined and comprehensive digital and print brand identity manual including a brand plan, vision, mission and values, brand architecture and a full range of brand expressions on a wide variety of elements. The inclusion of these mostly print elements necessitates the detailed design of each one, a massive undertaking.