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]