Defining "brand" and "brand personality"
A brand is more than a visual identifier or "mark" that distinguishes one product from another. A brand, like a person, "has personality. It projects qualities, characteristics, and associations that differentiate it from others."1
In research conducted with internal and external audiences, respondents described Columbia as creative, bold, experimental. It was vibrant, colorful. And original, noisy, unexpected. It was fearless and practical. It was joyful and playful.
This new visual identity manual for the college reflects these adjectives and projects a youthful, vibrant, and exuberant brand personality. Visual elements in the new system include a characteristic logotype and "mark," a varied and vibrant color palette, as well as a visual iconography that incorporates the college's positioning statement and distinguishes the institution from its competitors.
A brand is "a trustmark, a warrant, a promise,"2 which commits an organization to do something for the target audience, to deliver functional, process, relationship, and emotional benefits.
Against the background of its history, its Mission, and its strategic vision ? and based upon research with internal and external audiences ? Columbia College Chicago has developed this brand promise:
We enrich lives by creating opportunities and
fostering innovative expression that shapes
the culture of our times.
1 R Sevier, Building a Brand that Matters
2 A. Reis, L. Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand