After a yearlong ‘text book’ process of research and development, Cape Breton University is ready to unveil its rejuvenated brand positioning that will better align with the strategic priorities of the University. CBU is committed to building a flourishing, entrepreneurial, multi-cultural and sustainable global university dedicated to students and community through teaching excellence and world changing research. Our new brand, based on the single word ‘HAPPEN’ captures all the possibilities our students, faculty and staff will pursue together in years to come.
HAPPEN encapsulates the spirit and drive that is inherent in CBU today and which will become increasingly clear to the world in the future. It is a promise to prospective and current students, to their parents, and to the greater Cape Breton Island and provincial communities. “HAPPEN is not just about the educational and research outcomes that Higher Education institutions focus on typically,” says Dr. David Wheeler, President of CBU. “It is also about the journey, the experiments and the things that we all learn along the way, whether those are in terms of academics or personal growth.”
Town Hall meetings, workshops, interviews, questionnaires, focus groups and presentations to Schools and Departments were all a part of the comprehensive process brand development. This initial research also included consultation with current CBU students, faculty participants as well as alumni, prospective students and community stakeholders. Local, domestic and aboriginal and international perspectives were also taken into account.
“This rejuvenated brand will allow CBU to differentiate in a crowded and very competitive marketplace,” says Director of Marketing and Communications Stacey Black. “This brand is going to help us differentiate CBU in a very contemporary and compelling way. This is not an appeal to ivory tower values”.
Manifest Communications, a marketing and communications agency based out of Toronto, worked closely with CBU’s own marketing and communications department to create the concept that will allow the CBU community to discover the effect they’ll have in the world.
“It was very important that we did the proper research and listened to what the people that make up our own community were saying about Cape Breton University,” notes Ms. Black. “We are a university that grew from the community and it’s extremely important to us that we continue to foster that relationship. Our new brand is rooted in the strengths we have today, and points to where we’re going tomorrow.”
With the refreshed brand comes a new visual language and rejuvenated colour palette that combines hues of orange and green with blues and yellows to create a range of colours that are warm and hopeful as well as modern and vibrant. Locally, the new visual treatment will soon be popping up in billboards, Cineplex, Tim’s TV and a range of other unexpected places.