BRAND BASICS

Consistency is the Secret to Brand Success

“With enough repetition, people encode brand identity. If you mess with the overall look and feel of the brand, these linkages and associations are likely to break down.”– Derrick Daye & Brad Van Auken, brand strategists

BRAND BASICS

Ensure your brand is portrayed consistently, clearly, and compellingly.

“If you intentionally or unintentionally send mixed messages, it erodes trust and devalues the brand.”

– Brand Periscope

BRAND BASICS

The more consistent the brand is across all customer touch points...

“…then the more the brand will have a firm impression on people and will be more easily recognizable.” – Michael Tasner, Chief Marketing Officer for Guerrilla Marketing

BRAND BASICS

Consistency helps ensure that execution remains aligned with business strategy.

While consistency can transform your brand, it takes commitment.

“The single biggest reason businesses fail to become exceptional brands is a lack of commitment to respect the brand.”

– Matthew Schwartz, Five Benefits of Designing a Consistent Brand

BRAND BASICS

Create a Unified Brand Presence

1. Defragment messaging

2. Visual identity should convey “One Georgia Tech”

BRAND MESSAGING

The Georgia Tech Brand is a strategic asset that helps communicate the Institute’s unique value — while unifying us as “One Georgia Tech.”

Content should support the Creating the Next brand message to strengthen the clarity and consistency of Tech communications.

BRAND MESSAGING

Creating the Next Georgia Tech is in the business of creating the next —the next idea, the next technology, and the next legion of agile minds well-equipped to imagine and engineer our future.

Three brand messaging pillars support Creating the Next:

1. Inventive and Industrious

2. Unbound

3. Real-World Returns

BRAND MESSAGING

1. Inventive and IndustriousThe brain power and will power to think it up, map it out, and get it done. We are equal parts smarts, creativity, and tenacity, with the spark, fire, and vision to meet and surmount any challenge.

Keyword / PhrasesAnalytical, creative, critical thinkers, dedication, determined, efficient, entrepreneurial, focused on grand challenges, forward thinking, high-performing, hardworking, ingenious, innovative, international, rigorous, pathbreakers, thinkers and doers, trailblazers.

BRAND MESSAGING

2. UnboundUnbound by limitations, expectations, or stereotypes. This makes it easy to embrace fresh thinking and perspectives, freeing us to be bold and daring as we seek answers.

Keyword / PhrasesBold, collaborative, connected, daring, groundbreakers, gutsy, imaginative, inspired, interdisciplinary, open, receptive, limitless, multifaceted, and global.

BRAND MESSAGING

3. Real-World ReturnsBlazing a path for success by preparing people to provide solutions that have immediate application in the real world.

Keyword / PhrasesEffective, impact, international recognition, lifelong fulfilment, making a difference, outstanding reputation, prestige, solid investment, real-world application, solving real life issues, premier public university, thought leader.

VISUAL IDENTITY

A set of consistent standards about when and how to use visual elements, graphically coordinated in such a way that the public easily identifies Georgia Tech, its units, and its activities.

Elements of a visual identity system include:

LogoColorsTypography

NOT INCLUDED IN VISUAL IDENTITY

Related items that play an important part of Georgia Tech’s brand, but are not a part of our formal visual identity system include:

Spirit Marks (e.g. The Interlocking GT)

Mascots (e.g. Buzz)

The Institute Seal

These, along with names and logos are legally trademarked and may not be used without permission.

EXAMPLES OF INCONSISTENCY

THE LOGO

Our logo puts a “face” on our communications and signals that audiences are interacting with Georgia Tech. It should therefore be prominent on all our communications.

The Georgia Institute of Technology

LogoThe

Georgia Tech Logo ®

®

THE LOGO

COMBINATION LOGOS

COMBINATION LOGOS

Georgia Tech Logo

Registration Mark

COMBINATION LOGOS

Unit Identifier

COMBINATION LOGOS

Descriptor Line (optional)

BRAND COLORS

We can increase brand recognition by using the institute’s official colors.

Colors aid in the immediate recognition of a brand. Georgia Tech Pantone colors should be used when printing communications and must be used on all identity materials such as business cards and letterhead.

When Pantone colors are not available, CMYK or RGB conversions may be used.

THE GEORGIA TECH SEAL

The Georgia Tech seal is the most formal of the Institute’s marks and is reserved for use by the Office of the President.

No other Georgia Tech unit is permitted to use the seal. The seal is used on official Institute documents, such as diplomas and certificates.

GEORGIA TECH’S MASCOT & SPIRIT MARKS

Our mascot, Buzz, and our spirit marks are primarily reserved for use as athletic marks and to communicate school spirit.

The interlocking GT should never appear with or replace the Georgia Tech logo.

These marks may be used by officially chartered student organizations and alumni groups when Georgia Tech pride is the primary message.

Georgia Tech’s mascot and spirit marks are licensed trademarks which require prior approval from Georgia Tech Institute Communications before use.

LICENSING AND TRADEMARKS PROGRAM

Purpose

• To increase royalties from the use of Georgia Tech’s marks through promotions and marketing, which are allocated for student scholarships, internships, and special student programming.

• To raise external brand awareness of Georgia Tech through recognition of the marks.

• To monitor Georgia Tech marks and maintain the integrity of their use as it relates to the image of the Institute.

LICENSING AND TRADEMARKS PROGRAM

• The names and marks identified with Georgia Tech are registered with ownership by the Board of Regents, with management of the program assigned to the Georgia Tech Foundation.

• The Georgia Tech Foundation grants day-to-day management of the licensing program to Institute Communications.

• Marks are registered with the U.S. Patent and Trademark Office, and the Office of the Secretary of State of Georgia.

ROYALTIES

• Generated from the sale of Georgia Tech merchandise and promotions, and deposited into the licensing royalty account named “The Buzz Fund.”

• Revenue to The Buzz Fund is distributed in allocations to be used for student scholarships, internships, and special student programming.

• Allocations from the Buzz Fund are distributed annually to the Alumni Association, Athletic Association, Campus Services, and a campus event (Sting Break).

LICENSING AGENTS

• Domestic – The Collegiate Licensing Company (CLC)– Since 1984– Royalty rate – 12%

• International – The Collegiate Licensing Company International – (CLCI)– Since 2004– Royalty rate – 8%

• More than 400 licensees

• FY 15-16 royalties - $839,475

• Since 1982, the program has generated more than $16.2 million in gross royalties.

LICENSING PROGRAM MANAGEMENT

• Design Review and Approval• Brand Protection• Brand Development• Retail Marketing Initiatives• Promotional Licensing• Buzz Fund Management

AGENCY APPROVALS

• More than 400 licensees

• Artwork submitted online

• Finished samples submitted for approval

• Licensees have access to artwork, photos, and facts

• List of licensees can be found on Licensing web page– www.licensing.gatech.edu

KEEP IN MIND…

• Trademarks are not to be used in conjunction with alcohol, tobacco, recreational drugs, gambling products, national flags, political symbols, and/or religious symbols.

• Trademarks cannot be printed in red or used on red items.

• The letters G and T cannot appear side-by-side on products. They must be interlocking.

• Trademarks are not to be used in conjunction with other brands, names, or trademarks in a way that might appear as an endorsement by the Institute.

• Designs using the trademarks must be approved prior to printing or manufacturing.

• All items and materials bearing the trademarks must be printed, produced, and manufactured by an official licensee.

• A registered trademark symbol, either ® or TM, is to be used next to every trademarked logo. The symbol should appear near the bottom right of the trademarked logo.

BUZZ COLORS

STUDENT ORGANIZATION APPROVALS

• Student organization logos must have the words “Student Organization,” “Student Club,” or “Student Chapter” in the logo design.

• Club sports logos must include the word “Club” in the logo design.

CAMPUS DEPARTMENT APPROVALS

• Departments are not allowed to use the official Institute logo or department logos in conjunction with the spirit marks.

• Georgia Tech’s name cannot be incorporated as a part of the name of an independent enterprise.

• Georgia Tech cannot endorse private groups.

• All advertisements bearing Georgia Tech marks must be submitted for approval.

• Approval must be granted for cakes and memorial markers.

• Licenses are issued to more than 400 K-12 schools and little leagues.

• Campus recruiters must submit artwork for approval.

COMMUNITY APPROVALS

BRAND PROTECTION

• RegistrationsAll logos and trademarks are registered with the U.S. Trademark Office of the United States, and the Office of the Secretary of State of Georgia.

• Infringement

– Cease and Desist letters

– Counterfeit merchandise

– Audits (recovered more than $129,000)

– Contract compliance

– Game day enforcement

**

BRAND DEVELOPMENT

• Work with CLC and licensees to identify new trends within the collegiate marketplace and create demand for Georgia Tech merchandise.

– College Vault Program

– College Colors Day

– I Love College Hoops

RETAIL MARKETING INITIATIVES

• Grow our presence within the local marketplace to elevate and promote the Georgia Tech brand.

– Buzz appearances

– Coach appearances

– Enter-to-win tickets

– Internal incentives

– I Want My GT

PROMOTIONAL LICENSING

• Grow our presence within the national marketplace to elevate and promote the Georgia Tech brand.

– Lowe’s Home Improvement

– Kraft Foods

– Nissan

– Coca-Cola

WE ARE NOT ALONE

• Major corporations use licensing to enhance their marketing and brand recognition by allowing other companies to use their trademarks on merchandise.

• Companies understand the value that their trademark/brand has in the minds of their consumers.

WHY DO I HAVE TO USE A LICENSEE?

• Helps to ensure proper use and consistency in the use of Georgia Tech’s name, logos, and trademarks.

• Contributes to the Buzz Fund, which is allocated for student scholarships, internships, and special student programming.

• Ensures Georgia Tech is compliant with the Fair Labor Association’s Workplace Code of Conduct and the Fair Labor Standards Act.

QUESTIONS?

Contact your Institute Communications Client Manager or For more information about the Georgia Tech brand go tocomm.gatech.edu/brandorYou may contact Steve Bollinger directly at stephen.bollinger@comm.gatech.edu.orAimee Anderson, Licensing Manager404.385.0015www.licensing.gatech.edu