USC prepares for branding campaign
“THE USC BRANDED MY ATRIUM AND ALL I GOT WAS THIS
CRUMMY T-SHIRT.” The University Students’ Council’s
new branding campaign could find its way onto your favourite
threads in the very near future.
The University Students’ Council is on a mission to
make its role in providing campus services more widely recognized.
With a new logo and a new Board of Directors at the helm for
the 2004/05 year, the council is ready to revitalize its image,
according to USC assistant general manager Mark Osborne.
The new logo was officially adopted in May by the incoming
USC board, chosen from a group of student entries submitted
for a contest that the outgoing council announced in March.
Osborne said the new logo was designed to be “fresh” and
relevant to the younger undergraduate constituency. As USC
branding committee chair, he stated one of the key initiatives
is to make the logo more visible around campus.
“We want to make sure students understand the breadth
and scope of the USC in terms of providing student services,” Osborne
noted, pointing to such services as Infosource, the Pit Stop
and USC-owned media outlets including CHRW and The Gazette,
adding the branding will not affect the autonomy of such outlets.
Aside from incorporating the logo into signs for USC-owned
services, the council is also considering ways to “brand” the
University Community Centre atrium with logos and banners as
a means of increasing awareness of the USC, Osborne explained.
USC communications officer Dan Perry said that while no specific
plans have been laid out by the branding committee, a lot of
ideas are being discussed, including projection screens in
the atrium and new USC-branded napkins and glasses for The
The committee’s ideas will be presented to the Board
of Directors in a meeting on June 24.
“The [board] will decide which ideas they like and dislike
and how much they can spend,” Perry said.
“We’re looking at phasing this in over a couple
of years, depending on the cost,” Osborne added. “It
could be cost prohibitive to do it all at once.”
As for those worried about campus turning into a big advertisement
for the students’ council: “This isn’t corporate
USC,” Osborne stated. “We’re not trying to
be like USC Coca-Cola or something.”
“We’re not going corporate,” Perry added. “It’s
more about consistency . . . and giving our services a uniform
Third-year chemistry student Chi Ho Cheung said he is not
aware of what services are provided by the USC or where student
fees are directed. He added the branding campaign could increase
his knowledge by “clearly indicating what the council
is responsible for.”
Kelly Lang, a first-year library and information science student,
said she does not think branding the school with the USC logo
would raise her awareness of the services provided by the council.
“I’m not sure that it would actually make me think
of the USC’s role more often,” she said.