NAIT's new brand identity starts its 18-month roll-out
Our new logo and coat of arms have arrived. The roll-out of our new brand identity started internally with celebrations at metro campuses Wednesday and Fairview Campus today.
President and CEO Dr. Sam Shaw, here with Cook Rebecca Hedley, makes pancakes at the Inservice kickoff and brand roll-out breakfast May 2.
"Our new visual identity is the result of a comprehensive consultation and research process with several groups of stakeholders including students, staff, board members, and alumni," said President and CEO Dr. Sam Shaw.
"I think it does a great job acknowledging NAIT's proud history at the same time as it looks ahead toward the opportunities and endless possibilities as one of the leading global technical institutes."
Our name
The NAIT acronym came into use in the 1970s and has served us well since. We are known in the community and among our staff, students and friends simply as NAIT.
Cue Research examined the Institute's name and came back with a clear message on the question of changing our name: "We've got strong recognition of NAIT. Don't change it," Sam told staff during a presentation in January.
But our stakeholders have also indicated that our full name, The Northern Alberta Institute of Technology, sounds regional and limiting, especially given our growing national and international presence.
As a result of this feedback, the Institute will be referred to simply as NAIT. Our full name will be used when legally required.
Using the new brand identity
On May 2, a preview of our Visual Identity Guidelines and related resources was made available on a revised NAIT brand website.
The brand identity is being launched externally May 30 at Celebrate NAIT. On May 31, downloadable resources, including logos and templates, will be available to staff on the brand website.
Staff will be able to order new letterhead, envelopes and business cards as of mid-May. Information will be posted on All User Messages and the brand website when these items are ready to order.
The new coat of arms will appear on parchments at Convocation.
The new NAIT website will launch May 30. A redesigned homepage will have the look and feel of the new brand, as will the pages currently in RedDot. Adjustments will also be made to the staff and student portals. The Web Team will work to apply the new look to pages that remain in HTML as soon as possible.
Over the summer months, Campus Reads & Needs will start stocking items containing the new logo.
The roll-out of the NAIT brand identity is scheduled to take 18 months, with the new logo appearing consistently on all NAIT branded items by Dec. 31, 2008.
Brand review
NAIT's brand review began in 2004 when a combination of factors - including re-branding exercises and name changes at other post-secondary institutes, and our plan to offer four-year baccalaureate degrees - prompted us to start looking at the perception people have of our brand.
Research reaffirmed NAIT's positive reputation, including our high-quality education, hands-on learning, strong student support systems, small class sizes, highly qualified instructors, and relevance to business and industry.
But the research also found people believe NAIT is primarily a trades school and that we are stuck in the 70s. They are unaware of the breadth of our program offerings and also believe graduates are limited to entry level jobs.
The research also suggested we update our brand identity with a look and feel that builds on the strengths of our past and honours tradition, while positioning NAIT for the future.
NAIT's new brand identity has been designed by Rethink, which was named Agency of the Year by Strategy magazine. Among the Vancouver firm's founding partners is NAIT alumnus Tom Shepansky.
Related
Brand Resources website[NAITLine] A re-imagined logo, a revitalized coat of arms
Rethink
[NAITLine] Dr. Sam Shaw meets with staff about NAIT's brand
[NAITLine] Alumnus helps Rethink NAIT brand identity
[NAITLine] NAIT brand review and evolution
