Best of CASE District VII Award
 

Institution: California State University, Bakersfield

Title of entry: New Beginnings for Bakersfield: A Comprehensive University-Wide Rebrand

About this entry: California State University, Bakersfield conducted a completely in-house brand study, which led to the development of its first-ever comprehensive brand style guide and new visual identity. A key finding from the study was that the CSUB community described the university as a powerful place of “beginnings” — and that’s what the university’s new brand represents.

In 2020, the Office of Marketing and Communications conducted a brand audit and found inconsistency in logo usage across campus, with dozens of logos and symbols representing schools, departments and units, which were independent of one another and separate from the university brand.

To address this, the office embarked upon a robust brand study, which included qualitative and quantitative research activities. There were virtual focus groups with every constituency: students, employees, alumni, donors, athletics representatives and board members. The focus groups uncovered how key stakeholders perceived CSUB.

The themes from the focus groups became our university brand pillars, and these pillars — an authentic representation of CSUB — inspired the institution’s new visual identity.

The launch of CSUB’s brand in October 2021 fell as the university celebrated the finale of its 50th anniversary and the launch of its first-ever comprehensive fundraising campaign. The new seal and logo, which feature a rising sun over land, honor the southern San Joaquin Valley’s bright outlook and bounty, and represent a new beginning for the institution.

In just the first week, the brand style guide received over 7,000 views, 140,000 social media impressions, and was featured in local media.