A visual identity is the single most important piece of graphic design you will ever commission. It should define your institution for a decade or more.  Your graphic identity is public face of your institution — making you recognizable, familiar, and desirable. A powerful graphic identity is the key to help you separate yourself from competing institutions.

Consumers will spend more for a specialty blend of coffee at Starbucks because they expect quality, and they value the total experience. Kids can spot the golden arches of McDonalds a mile away, even before they have learned how to read. The graphic identity of a university or college distills the institution's philosphy, brand and personality into a single, simple statement and serves as the cornerstone of your marketing efforts.

The logo and public reputation of a school is a badge that students wear throughout their life.
Your logo, slogan and graphic identity are the face of your institution. An effective, consistent marketing strategy can turn targeted students into confirmed applicants, however it is up to your graphic pieces to make the first impression and begin the dialogue. An institution has only one chance to make a first impression with those that matter most – prospective students, community leaders, alumni and potential donors, local and provincial government officials etc. A new logo and tagline will help maintain your credibility and encourage initial interest.

Visual identity design is a highly specialized form of graphic design, a combination of art and science, talent and experience. Identity design is far more complex than the average desktop publishing or layout assignment, and the stakes are much higher. Identity design, when done properly, involves research, discussion, brainstorming, thumbnails, comprehensives, final art, and the development of a standards sheet or manual.