The King's Connection Magazine Volume 25 // Number 1 | Page 2
NEW LOGO &
TAGLINE CAPTURE
KING’S ESSENCE
By Dan VanKeeken, Vice-President of Institutional Advancement
• A Quality Education with a high reputation born out
of real relationships;
“Your brand is not your logo. It is all the associations and
projections your customers put on you either with your input, or
without it.” ---David Ogilvy, “The father of advertising”
• An Interdisciplinary, Liberal Arts and Sciences base
that encourages critical thinking and fosters well
rounded citizens;
I
• A Global Vision that interacts with the community
around it.
t was long overdue, so when our name changed with the
dropping of College, we were informed we had to distinguish
our logo from that of another King’s University in Canada. We
embraced the opportunity to create a new brand that would
showcase both who we are and who we aspire to be.
The result is that the King’s University has a new visual identity,
comprised of a new logo, new imagery, colours and a new “tagline,”
a few words which, together with the logo are designed to both
summarize and stimulate questions and discussion about what
sets us apart: Caring community, faithful future.
The new visual identity came after many months of research
and development. We conducted a survey to our prospective
students and conducted focus groups with faculty, staff and
current students to help identify the key brand attributes of
King’s, those things that really capture what we’re about (mission)
and where we’re headed (vision):
• A Close, Caring Community set in the context of
serious academics;
• A Christian Faith that creates freedom and is made
tangible in the classroom;
The entire rebranding process was shepherded by King’s
Director of Marketing and Communications, Catherine Kuehne,
with research direction by Glenn Keeler, King’s Associate
Vice-President of Institutional Research.
A strong visual identity is an essential element in branding. It
makes it easier for audiences to understand the brand, what we
offer our supporting communities, students and the world at
large. Before interacting with King’s people will make initial
judgements about us based in some measure, on our
visual identity.
All of this is intended to tie back to our mission: To provide
university education that inspires and equips learners to bring
renewal and reconciliation to all walks of life as followers of Jesus
Christ, the Servant-King.
Our vision is to be widely known as a Christian university serving
to build a more humane, just, and sustainable world. We now have
a logo and tagline that better reflects who we are.
Please send alumni updates
and address changes to:
Direct comments
regarding articles to:
Alumni Relations
9125 - 50 Street NW
Edmonton, Alberta, Canada
T6B 2H3
or call: 780.465.8318
[email protected]
VP Institutional
Advancement
Dan VanKeeken
780.465.3500 ext: 8087
[email protected]