Springfield College Announces Enhanced Branding Strategy

 

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Springfield College revealed a new brand and visual identity system designed to showcase its rich heritage, varied academic offerings, and commitment to community service. Created to help present a unified message and look, the system includes a new logo and messaging that is built on the foundation of the college’s mission. 

“The affirmation of our core values of educating students in spirit, mind, and body for leadership in service to others is more relevant today and more needed in today's society than it was when we opened our doors in 1885," said Springfield College president Mary-Beth Cooper. “The triangle in our new logo will remind us of what matters to this community."

The college partnered with the national branding agency, Ologie, for the comprehensive market research study, which began in late 2013. The end result clarified the institution’s core values and crafted a unique and compelling message that the entire college community may use moving forward.

One of the key insights that emerged from the process was the college’s focus on service to others. “It is the tie that binds together all of the Springfield College programs and departments,” said Cooper.

A new college logo, which includes the words “Springfield College” and an inverted triangle, exemplifies the college’s Humanics philosophy, which recognizes that an individual’s emotional, intellectual, and physical lives are interconnected. The inverted equilateral triangle utilized in the new logo dates back to former Springfield College faculty member Luther H. Gulick, a pioneer in physical education and recreation in the United States, who first introduced the symbol to the college in 1891.

“With such a vast and interesting history, the college must bring all of its stories together into a cohesive brand message that authentically expresses the identity of everyone and every program at Springfield College,” said Springfield College Executive Director for Marketing and Communications Stephen Roulier.

The new logo and messaging will appear in enrollment marketing and advertising. An expanded and redesigned website will launch at a later date.

During the past year, Springfield College conducted interviews and surveys with all of its stakeholders to gain a strong understanding of its identity, strengths, key offerings, and the culture of the internal community as well as perceptions from external audiences. With this information, the college was able to draw key insights that were identified that allow faculty, staff, students, and alumni an opportunity to effectively tell the Springfield College story.

“Our mission of helping others is 129 years old. We’re not changing our mission,” Roulier added. “This discovery process helped us more finely tune it, and uncover the ways in which it is relevant today.”

During the brand development initiative, the college established a marketing branding advisory committee comprised of a cross-section of individuals, including a student, from the college community. The college also partnered with external experts in higher education branding practices to serve as professional monitors throughout the process.

Founded in 1885, Springfield College is known worldwide for the guiding principles of its Humanics philosophy—educating students in spirit, mind and body for leadership in service to others. With its foundation of academic excellence and rich athletic heritage, Springfield College prepares students with real-world leadership skills for careers that transform lives and communities. The college offers a range of undergraduate and graduate degree programs in the fields of health sciences, human and social services, sport management and movement studies, education, business, and the arts and sciences. It also offers doctoral programs in physical education, physical therapy, and counseling psychology. The college is ranked in the 2015 edition of “Best Colleges” in the top tier of “Best Regional Universities – North Region” by U.S.News and World Report, and is designated as a premier Leadership Development Center by the YMCA of the USA. More than 5,000 traditional, nontraditional and international students study at its main campus in Springfield, Mass., and at its School of Human Services campuses across the country.