Everything has a beginning. Including tradition.
At any given moment in the summer of 2019, you’d find members of Cape Breton University’s Marketing & Communications Department steadily working behind the scenes, preparing for a big reveal. After 10 months of planning and consultations, a new brand for the University was to be launched on August 27, at the second annual Grand Meeting.
Following the heels of the successful launch of the Strategic Plan in October 2018, the University was perfectly positioned to undergo a brand enhancement exercise. Having undergone several evolutions of names and identities since 1951, it was now time to evolve and unify CBU’s brand to reflect the institution’s values and strategic vision for the future.
The branding exercise was guided by a brand enhancement committee made up of members from across the University, and involved consultation from more than 250 stakeholders, both external and internal.
“It was important to us that the brand enhancement project reflected CBU’s diverse culture, community and history. We gathered feedback from more than 35 different stakeholder groups, including faculty, staff, students, alumni, retirees, community members and more,” says Rebecca Chisholm, Director of Marketing & Communications. “We’re incredibly thankful for the rich discussion and input we received. It’s clear that our community members are as passionate as we are about the future of Cape Breton University.”
Tradition has heart, and the courage to explore new paths.
Nearing the end of the second annual Grand Meeting, which took place at the Membertou Trade and Convention Centre, Chisholm took the stage to present CBU’s brand on behalf of the brand enhancement committee, to a group of more than 350 CBU faculty and staff. The brand launch included a one-minute video, a refreshed visual identity and a modern logo.
After Chisholm wrapped up the presentation, the crowd applauded as music began to play and 40 student-athletes entered the room, gifting attendees with newly branded backpacks, ball-caps and sweatshirts.
In the hours that followed, the new brand could be seen coming to life through the University’s social media accounts and on signage around campus. The University community has since been hard at work, rolling out recruitment materials, a new website, injecting brand into spaces across campus, and viewing all new initiatives through the combined lens of the strategic plan and brand strategy. The new brand has been well received by the CBU community and greater. In fact, the Valedictory address at Fall Convocation included a shout out to the new logo.
“To some it might just look like a logo, but there is really a great meaning behind the design,” said Evan MacNeil, 2019 Valedictorian. “The chevron is inspired by the traditional Indigenous symbol, the eight-pointed star, which points northeast not only to show our school’s location, but also to show forward thinking for the future. The crest around the chevron represents our academic excellence, which obviously, we’ve all shown here today.”
Ours is a tradition of new, and everyone is welcome.
The new brand expresses the University’s strategic ambitions and strong connections to place, with a focus on the future. It strongly positions CBU as the innovative post-secondary institution that it is, and reflects who CBU is and what CBU stands for.
CBU’s brand speaks to the heart and courage it takes to explore new paths, as well as creating a diverse, inclusive community that stretches beyond the shores of Cape Breton. A community in which everyone is welcome.
To find out more about supporting Cape Breton University, visit www.cbu.ca/alumni