The College of New Caledonia has introduced their updated branding as of March, 2019. Established in 1969, the college has been a leader in educating Northern B.C. residents. Their campuses include Prince George, Quesnel, Mackenzie, Vanderhoof, Fort St. James and Burns Lake. CNC university has agreements with 10 other universities in the B.C. and Alberta area which allows students to easily transfer for their third year.
After hiring the Canadian-based market research firm, Leger Marketing, CNC discovered that the perception of their logo did not match their overall reputation. CNC had an 81 percent reputation score (which is very high), but only 45 percent positive opinion of their logo. In addition, CNC had not rebranded since 2004, whereas most organizations rebrand about once every decade.
Since CNC is celebrating its 50th anniversary this year, it was a great time to make a change. Their goal with the rebranding is to reset consistency within their organization which will, in turn, build trust in the public eye.
The College of New Caledonia chose a contemporary yet classic font for its new primary and secondary logo. This nods to CNC’s history within the region combined with their vision for the future. The signature red bar represents connection and will be used throughout different design campaigns to symbolize cohesiveness.
The updated branding is meant to affect every part of how College of New Caledonia conducts itself as it strives towards recognition as a world-class institution.
The rebranding was not done in isolation: several hundred individuals, including staff, former and current students, partners and the public provided input in collaborative workshops, steering committees, feedback sessions and interviews. Stakeholders, partners, donors, alumni, teachers, employees and students all participated in the project for almost 14 months.
The rebranding is more than just the school’s logo. College of New Caledonia will have a new website and a new intranet for employees. It marks an end to the organization’s use of stock photography by building a library of 400 new original photos of CNC’s own campus, students and programs. Policies and guidelines for using the branding and controlling the website will also change.