June 10, 2004  
Volume 98, Issue 04  

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USC prepares for branding campaign

By Megan O’Toole
Gazette Staff
Aaron Lynett/Gazette
“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 Wave.

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 look.”

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.



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