The Boston College Eagle. Stanford’s Cardinal. The Fighting Irish of Notre Dame. When it comes to successful sports programs, a school’s athletic identity often runs hand-in hand with the school itself. This is precisely why Cape Breton University sought a change. It required a new icon to better match the achievements of its teams, one that accurately reflected student and local pride.
After lots of homework, including community consultation and a review of numerous school logos in North America, we created the CBU ‘highlander.’ Fierce, proud and strong, the new identity brings together all the major attributes of the university and its surrounding region, including spirit, determination and Scottish roots. To ensure consistency throughout the process, we also developed brand guidelines, merchandise, uniforms, promotional materials and even a school mascot.
After launching through an exciting teaser campaign and jam-packed unveiling event, CBU’s new look generated significant buzz throughout the campus and community. In year one, over $1.2 million was generated in publicity and 4 championship banners were raised to the rafters. More importantly, a community culture was evolving.