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Purdue Brand Direction Presentation

Purdue Brand Direction Presentation


– But we’re grateful you’re here. I won’t keep you very
long because there’s a lot of great information to get to. But the last time we were together was a little over a year
ago, I think it was in June of last year where we
shared with you some results of a survey that was done in
cooperation and collaboration with SME, which is
Learfield’s marketing arm. We sent out about 250,000
surveys, 9,000 responses, which is a great return. We found out a couple of
things which we thought, but it’s great to be
confirmed through research. One is that everybody here,
whether it’s faculty, students, alumni, staff, have immense
pride in this university. I know everybody in this
room does, including me. The other thing we found
out was there was a lot of fragmentation, a lot of
confusion about the brand. I had an opportunity to talk
to the trustees in February, told them the good, the bad,
and the ugly, mostly good. But nonetheless we have work to do, that’s why you’re here today. So I just wanted to
welcome you, thank you, we’re gonna talk a little
bit about those findings, about the way forward. But one of the things
I want to relay to you is that we’re really
here to be good stewards and good partners with you. This is kind of together
marching to a brave new world so to speak, in a way that
we haven’t done before so we look forward to
working alongside you and collaboratively with you. We urge you to continue
to reach out to us. Again, we’re a tremendous resource but I know there’s gonna
be a lot of questions. So please look at us as partners,
we’re here to be helpful. And with that I’m turning it to you Mark? – Yes.
– Okay. Thank you again, thanks for
coming on this gorgeous day. – Thank you, Julie.
– Thanks. – I am Mark Craft, I
have had the privilege of being here just over
three and a half years. And I have over 30 years experience in corporate communications,
branding, marketing. And I spent a few years in the news media. So I’ve really been able
to see from both sides how brands work, both as a journalist and both as a professional
communicator and marketer. I came to Purdue from Raytheon where I was communications
and marketing lead. Before that I was at
Anthem in Indianapolis. Before that I was at Duke Energy. And I also spent time
at Simon Property Group, and Hillenbrand Industries. Can’t hold a job, I
guess, but in all of that corporate experience, I’ve either been directly responsible for brand
management and governance or was part of the team that
was responsible for that. This is our agenda. We’re up to me now. And before I turn it over to Emily Blue, who is Purdue marketing’s
Manager of Brand, Advertising, and Sponsorships. And then after her you’ll
hear from Mary King, who’s our Senior Director
of Marketing and Operations, and she’s also responsible
for trademarks and licensing. I just want to spend a
couple of quick minutes to talk about the Purdue brand, and why protecting it is so important. Last year about July, Purdue switched
from the collegiate licensing company CLC to Learfield licensing. CLC’s based in Georgia,
Learfield is based in Indiana. And so as Julie said,
we used that opportunity to do extensive research
on the Purdue brand. We did both quantitative
and qualitative research, with online surveys and
in-depth interviews. The links to the surveys
ran in Purdue Today, it was a very extensive sample, you’ll hear more about
that in a minute. But just by a show of hands,
how many of you took part in that survey or were
involved in the interviews? Okay, a very good showing thank you. Thank you for your feedback on that. The upshot of that research
was, is that respondents thought that there are too many marks and logos. Several respondents didn’t
even know which marks and logos are official, and I think
we can all appreciate that. So the overarching conclusion was that instead of confusion
and proliferation, there needs to be
unification and simplicity. So that led to, as Julie said,
the Purdue Board of Trustees taking up the Purdue
brand earlier this year. And that ultimately led
to President Daniels’ brand governance directive
of July 6th of this year. And I’m sure you’re
all familiar with that. But just a note about the trustees. We have some brand heavy hitters on the board of trustees now. We have Don Thompson,
the former Chair and CEO of McDonald’s, who lived and
died by the McDonald’s brand. We have Vanessa Castagna, who worked for Mervyn’s
department stores and Target. And before that she did
a stint with Federated, which owns Macy’s and Bloomingdale’s. We also have Michael
Klipsch, part of the Klipsch Audio Group, which now owns major brands like Audiovox, which is a global brand. They even own the RCA brand now. So they took this to
heart and that’s what led to the President’s directive. And that is really why we’re here. So to set the stage this afternoon and level, set, and calibrate all of this, and a lot of this is gonna be preaching to the choir, I know. The brand isn’t just a set of rules and standards and
guidelines for proper use. All of that is important. But more important is the fact that a brand is really an organization’s way to express its culture. In our case it really expresses the dynamic culture of discovery that’s on all of the Purdue campuses
and statewide locations, and the people who make
and create that culture. It’s Purdue students, faculty, staff, all of you in this room, basically anyone having a
vested interest in Purdue. How many of you are familiar with Zappos, or do business with Zappos? Okay, I really what like what
their CEO says, Tony Hsieh, “Your culture is your
brand,” and that is so true. So this is the Purdue brand. This is the Purdue signature
logo, and you may call it, you may hear it referred to
as the Purdue signature mark. The point is, it’s a very strong brand, as the research showed,
especially internationally. The further away we get
from West Lafayette, the stronger this brand becomes, even more so than the Motion P, which is the primary athletic mark. There’s a lot of confusion internationally about the Motion P, people confuse it with the Pittsburgh Pirates logo. There’s a lot of high schools that have borrowed it so to speak. But this is really a very strong brand. And with so many great
things happening at Purdue, this is our opportunity
to showcase all of that to the world, with a really
strong and unified brand. The Purdue signature logo we maintain is as venerable and strong as
these international brands. And to Tony Hsieh’s point, if
your culture is your brand, what do you think about these companies when you think of them
and see their brand logos? You know, what comes to
mind, that’s really the key. To protect their global
reputations and brand equity, which is proven to have
a real financial impact as well as a reputational impact, these companies don’t stray
from these basic marks, and they are ruthless
about protecting them. Unfortunately in the last several years, and for a number of
reasons, we have strayed from our strong basic logo and
mark, essentially our brand. This is merely to illustrate
how we have all let the Purdue brand become
wrongfully modified, and highly fragmented. Think of the confusion this
causes for our stakeholders, which was proven by the research. And that led to brand dilution. And these are the approved
academic lock ups, which Purdue Marketing approved. That was pre me of course,
but I’ll still take the blame. But look at the signature
mark at the top of the slide, and then look how all of
these academic lock ups are. And the research showed
that when participants were shown these lock ups, all they saw was the black
Purdue part of the logo. They didn’t even see the college name. And as a result on the
lower half of the slide you can see the extreme
this brand dilution has been taken to. Again, this is not to place blame, although there might be a little there for Purdue Botany and Plant
Pathology, being in crimson. But again, it’s not to place blame, but merely to show that with
our very solid research, we have a major opportunity
to rectify all of this. And that’s why we’re here. As President Daniels likes to say, “We sing louder when
we harmonize together.” And next you’ll see how
that is being accomplished. So thank you very much
for your kind attention. I’d like to turn it
over to Emily Blue now, who’s gonna talk about
some very exciting things that are on the horizon coming
all of our way, thank you. (audience applauding) – Oh, thank you. Thanks Mark, for those
of you who don’t know me, I am the Manager of Brand, Advertising and Sponsorships here at Purdue. And my quick background is
that I’m a proud Boilermaker, graduating from the School
of Communication, and I then went to work for Cardinal Health, a Fortune 500 company in
their marcom department, and managing their brand
and marketing collateral. And then I came back to the region and I worked at Dearing
Group for a number of years as a copywriter and then
later as the media director before coming here to Purdue and working as a marketing strategist at first alongside many
of you in this room. And now I’m in my current
role, so proud Boilermaker and really excited to be
in this role and to help with some of these
refinements to help strengthen our reputation and our
brand on a global scale. So for a while now Purdue
marketing has realized that we’ve needed to do some
brand refinement activities by mapping out the parameters of the use of all of our various university logos. The overall objective of that
brand refinement initiative is to leverage brand
recognition and equity by setting a clear, consistent direction with brand use among internal stakeholders as well as producers
of the Purdue product, which are also known as licensees. As Mark mentioned we
partnered in 2016 with SME, the research arm of Learfield Licensing, and we did the extensive brand study. Over 9000 respondents
we had to our Qualtrics quantitative survey and
the objective of that was to conduct a baseline assessment of our awareness and
understanding of Purdue’s logos and trademarks among key stakeholders. SME then conducted one on
one interviews on campus with stakeholders with the
objective of understanding the perception of Purdue’s institutional branding and architecture, from both and internal
and external perspective, as well as the perception of
our apparel and merchandise. The result of our
combined research aligned and SME offered up the following
strategic recommendations. First, “To present a
consistent brand image “and encourage appropriate
use of its assets, “Purdue must adopt a centralized
brand management system. “This system must empower Purdue’s Office “of Marketing and Media with jurisdiction “to enforce precise guidelines, “a formal approvals process
and implications for misuse.” So this recommendation was fulfilled with the brand governance
memo that was sent out by President Daniels on July 6th. Marketing and Media has always
technically been responsible for managing and protecting
the Purdue brand, but as you saw on the
brand fragmentation slide as Mark shared, some had to be reminded. If you have not seen this
memo, then you can actually view it as well as every
other Elist 39 that went out by just you can Google Purdue Elist 39, or I believe it’s just purdue.edu/elist39. Or we do have the brand governance memo on our Purdue brand website. If you click on strategy you
can view the document there and a supplemental document as a resource. So, check that off the list, recommendation made and
recommendation fulfilled. All right, the second
recommendation from SME was, “The University’s
architecture should be refined “to establish a concise and
consistent brand identity. “The Motion P should be
considered to serve as” the university’s approved secondary mark. So another one that we
can check off the list. We have officially opened up the Motion P for use by academic units
on their promotional items. This comes with some restrictions. It’s a federally registered trademark logo and with that comes rules in order for us to keep it in that status. So it’s nothing that we just
make up ’cause we’re mean, these are things that we have to do to protect the status of this mark. So it can’t be paired with
your academia lock ups or co-brands, it needs to respect the protected area around
the logo, et cetera. So full guidelines will
be added to our website in the coming months, there was a previous athletic guidebook when the logos, the new Motion P and the
new Boilermaker Special were released in 2012, but that book has since been outdated, and so it’s not on the
web, but we will include full guidelines on use by
especially academic areas, as well as student organizations
on our brand toolkit, which I’ll get to in a second. So yes, you are able to use the Motion P, but again on promotional items only. Because remember that our
baseline assessment of logos showed that the Motion P
does not communicate Purdue or all the qualities that the university wishes to exemplify. For example it ranked number
one for pride and championship but it ranked in the lower
half for academic strength, stability, global leadership,
tradition, and success. Not surprising, the
signature logo did rank first in stability, global leadership,
community, and success. And second in forward thinking
and academic strength. So I keep referring to
this research study, and I know that not everyone was here for the original presentation a year ago when SME, our combined research. So we are happy to send
you that full report that was conducted by us and SME. So again after this meeting
you’ll receive a follow up email and a survey, and it’ll
have in the email details on how to request a copy of the report. Okay, strategic recommendation
number three was “a refined co-branding system “beneath the University’s
primary signature logo “should be established to serve “each of Purdue’s programs and schools.” So here we have our
current marketing and media co-brand logo as we call it. So, the new co-brand system
which we are rolling out will better highlight the unit name and allow for more flexibility. Its larger, bolder font
will be more legible on applications such as apparel, and more friendly for digital use. Here’s the big reveal, and let me tell you it’s not that big of a difference, but it’s a very important difference. Again, it just puts more emphasis, it doesn’t detract from
the Purdue University mark but yet it puts your department, school, program, you know, whatever
you wish to convey, more front and center, and
it’s much more legible for you. So while we were exploring
the new co-brand architecture we realized that we
needed to take a step back and examine the academic
lock ups that we’ve allowed. So here’s an example kind of a lock up. You know, remove the word university and put whatever you want almost. So not long after the Purdue
signature mark was adopted stakeholders began to voice
the desire for branding that was more focused on their college, school, or department. So in lieu of giving them
their own individual logos, we created the lock ups
where again the university was replaced with the
name of their college, school, or administrative unit. Unfortunately the compromise combined with a lack of oversight opened the doors for eventual creation
of dozens of lock ups. By existing in so many altered forms, the Purdue University signature mark’s visual integrity and brand equity has been significantly
diluted and compromised. In a well curated logo system, the primary mark should never
be presented in partial form or in a combination with
any other words or graphics. By eliminating the lock ups completely and creating a more robust
and flexible co-brand system we rebuild a strong foundation for the Purdue brand in the long term. So back to the new co-brands. Because of the flexibility
we have vertical, horizontal, and even a double tier architecture, allowing you to customize
your preferred logo based on the audience for each piece
of marketing collateral. Here are some examples of the vertical and the horizontal orientations. And here is an example of
the new double tier logo. So one thing to remember is all of this is that your logo does not need to explain everything to your audience. It’s not the place to cram every layer of your organizational structure. It’s good to think of it from
an environmental standpoint. What primary piece of information does your audience need to know about you. Are you just part of Purdue or are you part of a
department housed within the College of Health and
Human Sciences, for example. Choose what’s most important
to communicate to your audience and try to keep the logo as
clear and concise as possible. And if you have trouble
determining what that is, I’m sure that your department
communications lead, if you’re not in that role, or
of course Marketing and Media are more than happy to help
you and provide illustrations. So one important thing
to note is that while your co-brand logo or the
signature logo should always serve as your official identity
mark, your official logo. We’re not asking you to cease use of any other graphic
elements that were created to reflect your individual identity of your program or department. Many of you have actually
had brand family looks created by Marketing and Media, which help share your identity and shape it within the
institutional brand. You are encouraged to continue
to use your unique identity, but always pairing it
with the official mark. This will help us build
equity for the Purdue brand and it’ll directly link
your respective areas with a world-renowned institution. So again, this is like I
think one of the most common misconceptions after brand
governance memo went out, was that you couldn’t
use any of the some of the primary graphics that
you’re currently using. You can use those as a graphic element, again, or part of your brand family look, but again they just need to be partnered with the official logo to
build that brand equity. Because there are lots
of examples we’ve found of a unique identity that an
area had been using on campus that might not be any
shade of black or gold and might not even say the word Purdue. So if it’s standing alone
you’re not clearly communicating what a great institution that this program or this school are a part of. And so we find that’s very important and it kind of does a disservice to you if you don’t link to Purdue, ’cause we think we’re pretty great. We also are aware of
the uniqueness of logos that appear on our responsive websites. So we are working on creating
suggestions and guidelines to help aid you in updating those marks in the upcoming months. Because again when you shrink to different mobile screen sizes, we
understand that the logo space gets smaller and smaller
and it’s harder and harder to read the words that are appearing. And so our digital team is working on the solution and we will have this information, again, not maybe technical hard guidelines on what you should, or
mandates of what you should do, but suggestions to help
your web team and designers apply the logo so it’s
obviously legible in all cases. So we’ll have these guidelines available after we do a little bit
more testing ourselves. So this is the exciting
part, for me, at least. So to help aid in creating
all of these new co-brands, we’re going to launch an
online logo co-brand generator. This tool will reside on our brand website and allow a designee
within your department, school or college to create
compliant co-brand logos. We’re in the process of reaching
out to our key stakeholders to compile a list of those
designees in the university. This will ensure that the
co-brands are being requested and that they’ll follow the
parameters set by each area. For example, some colleges may allow co-brands to drill down
to the programmatic level and within the double tier system, but others might not
want to be that specific. Once the co-brand is requested, it’ll come to Purdue
Marketing for quick approval, to be an extra set of eyes on it to make sure that it’s factually correct and everything is spelled right. And with a click of an approval button it’ll create a Zip file of
files, Zip file of logo files, that will be sent to
the requester via email. The previous process
was much more cumbersome and could take week or
longer to fill requests, so we’re very excited to
expedite logo creation. So without further ado,
I’m going to show you a demonstration of the generator, which is still in development. We’re making impressive progress on it and hope to start beta testing very soon, I’ll have a timeline at
the end of my portion. So the designee will go in after career account authentication, select if you want a horizontal
or a vertical orientation, and then right now we have West Lafayette, and also Northwest’s
campus who can request. So I’m gonna do a West
Lafayette horizontal. Right here at the bottom of the page it shows a preview of the logo, so it gives you an idea of
what would appear on each line. So the top line is the primary name and the secondary name is below it. So I want to create a
logo with the primary name Marketing and Media. And the secondary name below it Office of Public Affairs. I then click Preview Logo. And there’s the preview of the logo. Once I review it on the screen
and ensure it looks good, I will submit request. And that’s when then it’s
sent to our brand team, notifies us we have a
logo ready for review. We take a look at it, we approve it, and then you receive an
email back instantaneously that contains the file in AI, SVG, PNG, and EPS format I
believe are the four. So pretty versatile for any
application you may need. We are looking at expanding
that in the future but for test purposes right
now this is what we have. So, again, kind of excited about this. This is a process again that could take a lot longer in the past, and we’re happy to have awesome developers here at Purdue who can
make this magic happen. So that’s just a simple preview
of one of the logos here. All right, back to the presentation. All right. Oh, and there was a screenshot
of what I just showed you. And last presentation I
learned that there was a few who took note of what that URL was and tried to hack into it, it
won’t work, I’m telling you. But soon enough you will
have access, I promise. All right. So while we keep our brand site as current as possible within our toolkit, we haven’t taken a really extensive look at our brand guidelines
since they were first created over seven years ago. Therefore we’re currently
updating our brand guidelines to be much more robust
and include brand strategy and key messaging for
the institutional brand. This is information that
previously was on our site but then taken down a number of years ago. And I think it’s really
important again to convey the messaging not only within our original institutional messaging
when our brand was formed, but also reminding people of
the pillars of Purdue Moves and other major campus-wide initiatives and how to work that in
within your messaging to your key stakeholders. We also will include in
the brand guide online details on voice, tone,
visual guidelines for print, digital, web, photo, and
video, logo dos and don’ts. We’ll also have examples
of stationary templates for digital purposes,
email signature guidelines, and how to effectively create materials with the primary logo but also using your secondary graphic
elements to enhance them. So we want to make it a lot more friendly for really practical applications. We’ve listened to your
questions over years, commonly asked, and taken note of that, and we definitely want
to include all of those in the upcoming revisions to the guide. So we’ll plan to have this on our website but also as a PDF maybe within sections that you can then download in small doses. We also are updating our brand
request workflow and process to expedite unusual I’d
say, or special requests, such as approvals for third
parties to use our photography, or shoot videos on campus, or utilize our logo on their website to officially illustrate
a partnership with Purdue. A lot of you do come to
our office quite regularly, especially you know, we have a company, we just bought licenses for
software and now they want to put our logo on their
website, is that okay? So we will work through
this brand workflow so it’s clearly communicated
who you need to contact so you’ll get an answer quickly. All right, so here’s the timeline. Most of the timeline has us going live by Monday, February 5th, 2018. So after a few more tweaks
and compiling the list of designees for the co-brand creation, we’ll begin beta testing the
logo generator this fall. And those of you who will get in and start to help create
some of these for us, again, February 5th is
more of like the deadline where everything will flip
over and we want the new logo to be completely used in all situations and the academic lock up not used. So if we have access in a
week, hypothetically speaking, to the logo generator and you
start creating those logos, by all means start to use them and apply them to your pieces. It’s not that you have to hold
anything back until February, we just want to make sure
all the bugs are worked out so we’ve given us a little bit of buffer. So again on February 5th
all new marketing materials should now incorporate
the new co-brand logos. So here are some tips as you prepare to roll out the refined co-brand logos. First, begin to think about phasing out the use of the academic lock
ups in your current co-brands. Again, you can still use them
through February 5th, 2018, but if you are creating something and you don’t have access
to your new co-brand, you can always use the signature logo to convey the connection
to Purdue University. You can then put your department name or whatever else that’s
important within a headline. Depending on what the piece is of course. It always depends, you know,
one size does not fit all. But just keep that under consideration if you’re wanting to create something now, just know again that in a few months it might be out of date with the logo. Of course communicate these
changes to anyone else within your department or
programs who’s not here today. As Mark said, we are recording this, and this is the second of two sessions, and so after this is over we will be placing the slides on our website. If we have a link to that, if
it’s up, which it should be, by the time we send out
that follow up survey we’ll also include a link to that. So you can distribute
that to whomever you wish. And then we also again
will have this video, after a little bit of editing
up on our site as well. So we’ll communicate that to everyone too, so you can pass that around to everyone who wasn’t able to make it today, and if they have any questions. Start to deplete inventory
of your existing materials that include old co-brand
or lock up logos. No, we’re not having a
bonfire of all the pieces that have outdated logos. We want you of course to be
good stewards of our resources and so if you have a tablecloth and it has an incorrect
logo as of February 5th, by all means keep using it. When it comes around
time to order a new one, then please use the new logo, but we’re not telling
you to just automatically start tearing down signage off the walls and changing everything overnight. Again, this is a transitional
period we understand, so really it’s just anything
new that you’re creating just to use the new co-brand logo. So try not to place
large orders of materials that contain the soon
to be outdated logos. And encourage anyone with questions to contact your marketing strategist, or you can email [email protected]
with any questions. I just want to emphasize,
just remember we’re here as a resource to help you
with everything brand related. We aren’t here to penalize
you if you make a mistake. Our primary goal is to educate
you on the brand guidelines to continue to progress the reputation of Purdue University forward and upward. So one last thing about our
brand as it relates to our 1000 student organizations
who weren’t innocent in adding to our brand fragmentation. A lot of the examples on that
brand fragmentation slide were examples from student organizations. So in the last year we’ve
worked really closely with student activities and organizations to collect logos from them. And we collected 400,
which was really good, and 71 out of the 400
were found to be violating at least one of our brand guidelines. So over several months we met with them, attended workshops that they held, and had one on one meetings
with student leaders to address the issues
and to work on solutions to update their marks. We also had an opportunity at that time to talk with them about the importance of using licensed vendors
for promotional purchases, which is a common problem
with student orgs. So the top example here
on this before and after, after working with them. Obviously the first
example it has the Motion P being used incorrectly. The second was a Boilermaker Special logo that retired in 2012, so
it’s now a vintage mark. And then the third again was using the Motion P to create new logo. And again because it’s
federally registered, it can’t be used to
enhance another graphic, it has to stand alone and can’t
look like it’s being added. So we had great conversations
with students on that. So besides brand standards and guidelines to ensure brand compliance,
the other major component of brand governance is
trademarks and licensing. Trademarks and licensing
ensures that when Purdue brand is in the form of logos and marks, it’s placed on apparel and merchandise, it’s done so correctly
by a licensed vendor. In Purdue’s case that’s
even more critical sometimes compared to other entities. So here to explain why is Mary King, Senior Director for Marketing Operations. (audience applauding) There’s the clicker if you
need it, but I just yeah. – This one, okay. Okay, hi, I’m Mary King, Senior Director Operations
Purdue Marketing. I’ve been at Purdue for 15
years, I’m a Boilermaker. I have worked through brand
transitions and implementations at three different institutions
and I’ve lived to tell. And yeah it is a challenge, there’s a lot of angst along the way, but I promise you on the other side of it, it’s a better life. I worked for IU in the early ’90s when we went to a system-wide brand. I think it was one university, eight front doors was our campaign then. I went to work for Ivy Tech. We were Indiana Vocational
Technical College, changed our name to
Ivy Tech State College, and then finally to Ivy
Tech Community College, so lots of transition, you know, it’s not just even the
brand it’s the curriculum and articulation and all
that great stuff, so. But it does bring a
better day for all of us. So I’m here to talk to you a
little bit about licensing. And licensing is an
extension of the brand. It appears on retail products. So licensing involves companies who pay for rights of
use to use our brand. It creates marketplace demand. When you buy sweatshirt,
you buy a sweatshirt, but you also buy a Purdue sweatshirt. And like I said it creates
demand in the marketplace. So hence those companies pay
for rights to use our brand. And that money that
comes into the university benefits student
scholarships here at Purdue. So annually about a million dollars a year go into the general scholarship fund for our students here at Purdue. So it’s very important for us to use a licensed vendor when
we purchase product. You may be kind of wondering
well what does that have to do with me as
an internal consumer. The place where licensing does intersect with the campus community is when you put the brand on a product, a promotional product,
an apparel item maybe that you’re creating for your department, your school, college, area. But please know in those
circumstances you are considered what we call an internal order. So there is no royalties
paid on that product, so there’s no upcharge to anybody internal using one of our licensed
vendor to produce product. There’s a few reasons why you
should use a licensed vendor. Sometimes people don’t
use licensed vendors for branded product. At the very base level
it’s illegal for a company to use a trademark logo without being a licensed provider, at the very base of it. But there’s also some
benefits to us at Purdue too beyond even the royalties
that some of these groups pay on the retail side of things. It helps our procurement office who have to manage all of our vendors. That’s one thing that they’re
really helping us with is ensuring people used licensed vendors because it help, makes their
life a little bit easier. But it also can make your
life a little bit easier too because when you use a licensed vendor they have a relationship with us. You’re gonna get good customer
service, and if you don’t there’s some repercussions for that. If we have bad quality from a vendor they could potentially lose their license. So that’s one reason it’s really important to use a licensed vendor. They also know our brand. You’re gonna have less back
and forth with a vendor that isn’t really familiar with our brand. They also adhere to a code of conduct, what we call a fair labor standard. So those blank T-shirts that
you get are not gonna be produced by a seven year old in Bangladesh making 5 cents an hour. They have to abide by a code,
so there are certain standards that they have to abide by, so. So you can feel good about the product that you’re getting and
where that came from, so. So there’s kind of a three prong mission for Trademarks and Licensing at Purdue. And that is to protect, promote,
and profit from the brand. So protecting means our
office is responsible for registering all the
trademarks for the university, ensuring that those
trademarks are renewed. We work in collaboration
with legal counsel on that. We also ensure that those who are using the university’s trademarks
have rights to use those marks, ’cause like I said it’s
not legal to use them if you don’t have those rights. And if you see somebody selling
T-shirts out of their trunk at a football game, they
probably aren’t licensed. Or if you see some of those
social media posts for products a lot of times they’re not licensed. In those cases we do send
cease and desist letters. For compliance at football
games and those kind of events we’ve actually employed Purdue police to help us with confiscation
of that product. We also promote the brand
through licensed product. We work with vendors, the
companies that produce product and retailers to do special promotions. Whether that’s theme
games, Hammer Down Cancer, military appreciation day in athletics. We do football games with
them and product related that that benefit certain programs at Purdue. There’s actually even a
Purdue plaid that was produced through the apparel technology
program here at Purdue, so they do benefit as well. So profit like I said,
the royalties from product go to student scholarships, but it also goes to some
special programs even at Purdue. Like I mentioned the
Hammer Down Cancer game. A certain part of the
proceeds from that product goes to the Cancer Center at Purdue. The military appreciation
game, product from that benefits the entrepreneurship,
the bootcamp, Entrepreneurship Bootcamp for veterans. And just recently we could say that the fermentation
science program at Purdue is now benefiting from the Boiler Gold. So there’s some revenue to be
had from the brand as well. So here’s a few reasons
you might want to contact Trademarks and Licensing at Purdue. To find a licensed vendor for a product. Sometimes it can be daunting,
there’s a lot of licensees, I think we have over 300 licensees and 38 of them are internal
providers of licensed product. So sometimes it can be a
little bit of a challenge to find out who is the best provider. So please feel free to
reach out to our office. We’d be happy to give
you some recommendations on who those providers are best suited for what your need is. For any kind of general questions about trademarks or
Purdue branded products, or unique needs that you have. Maybe, we also have several providers that do online stores for
fundraising activities. I know there’s several units and schools that have online product sites
that benefit their school. So we have probably a half dozen providers of that service as well. Come to us if you do
see a compliance issue. If there’s something that
doesn’t seem right to you, our eyes and ears are as much as we can, but we get, it’s very helpful to have you guys involved with us with that too. Anytime you might have a
trademark registration question, there are several schools,
colleges that have programs, specifically some unique programs that they’ve trademarked, and we can help with that process as well. And then finally, third party rights of use, and I think
Emily kind of alluded to that. There’s times where external third parties want to use our brand in collaboration with their partnership with us, and we can help on that
front too as well as Emily. So I wanted to show you just a few things, resources on the website. That might be helpful to you. Okay, if you’re looking
for a licensed product, if you come to purdue.edu/trademarks there is a yellow box right here called departmental request. If you click on that it
tells you the whole process on how to purchase a licensed
product as an internal group. And this link right here goes to a list of our vendors that are approved to use for internal orders. So like I said, if you have questions, this is a long list, I think
there’s 38 of ’em on there, so and they do list what
they offer, the products, but if you need some
guidance on that front we would be happy to help you. Another thing that I did mention
is the fundraising sites. The companies that can help you with that. And that is listed on
this page under licensing. There’s just a dropdown and a link to fundraising team stores. So those are the
providers of that service. And then finally if you have any questions here are the two staff
members within my organization who are the front liners on
trademarks and licensing. Erika Austin is our
manager and Jim Vruggink is her support person in that area. Okay, so just the last
thing I was gonna mention, and I just kind of
alluded to it a little bit was trademarks and licensing does, Trademark registration can help coordinate with that for you. These are some of the basic steps to it. It is kind of a bit of
an involved process. It does take probably four to six months to get that application pulled together, all the specimens that
you would need to submit. Once it goes to the US PTO
office for an examiner, attorney to look at, it can
take anywhere up to 18 months depending on the work load and what they have on
their plate to review. From there it goes to
what they call the Gazette for a 30 publication in the Gazette for a 30 day review for opposition. There are fees associated with doing that trademark registration, so. And it does need to go
through some vetting even before it is submitted, so if you’re thinking along those lines it is a longer process,
but we do have some groups that do with us on that, so. So I think that’s all we have
on trademarks and licensing, so I guess we’ll start
open it up to questions for any questions anybody has on that. (audience applauding) – [Mark] We want this to be
a dialogue, so this is our time to hear from all of you. You know, please give us
your thoughts, questions, advice, counsel. We do have runners with mics because we
want to get these questions on the video for those who
will be viewing this later. So if you could wait until
the mic comes to you, that would be appreciated. Okay, over there, and if you would give us your name and your area please too. – Yeah hi, my name’s Munir, I’m with International
Undergraduate Admissions. I just had a question as far as like, so there’s an internal vendor list and then the licensee list. Do these change often,
is it like once a year, once every couple months? I just, because I was scrolling through it online just now and I noticed a printer that we used a couple years
back is no longer on the list. And the printer we used
recently like a year ago is no longer on the
list, so I just curious on the timing all that, thank you. – There’s an annual renewal on licensees and that typically happens in late spring. So come July 1, is when the new licensees. So the only list change after that effect would be if we added a licensee, but generally after July 1
each year is the current list. But feel free to reach out to us any time you have a question
though ’cause sometimes things do change along with
way, but that’s a general rule. – [Emily] Printers aren’t
on the list though are they? – Oh, well the printers
are not on the list unless they’re a licensee, there are some like Priority Press. They are a printer but
they’re also a licensee because they do promotional products. So yeah, generally print vendors, printing companies are not licensees. There are a few if they do,
if they dive into other thing, products beyond just printing, so. – So my name is Patti Hauck
and work in Schleman Hall with Student Receivables
and Business Services. And I just got finished
putting in a purchase order for $3,155 for a graphic that’s gonna go in Hovde Hall that is the image of a train, which is not necessarily Purdue’s logo. So how do those images relate
to what’s happening here. There’s nothing on that
graphic image that says Purdue. – Yeah, then you should be fine. I mean, honestly we allow a
lot of creative expression within our icons I should say. Not necessarily taking
our registered marks and distorting them in any way, but again if you’re
not literally using our technical Boilermaker
Special registered mark, but if you’re using, you
know, based on a photograph of the actual machine or
just a train in general, that’s absolutely fine and acceptable, and is done a lot around
here, so you’re fine. – We do provide exceptions to vendors who are just producing an
internal product for us. So it doesn’t necessarily
mean that if it’s a unique niche product, you know, like a vendor doing a
signage thing like that. We typically can give
an exemption on that. – [Patti] So then I
would assume then that a decal that has a Motion
P on it with a FatHead that you bought on Amazon is probably not. – Well it’s hard telling. We have done some take down
on Amazon in the past, so. There are some groups out there that are licensed vendors
that are on Amazon, I know even university bookstore
sells product on Amazon. So sometimes it can be a challenge to figure out what is right. Look for the hologram,
just look for the hologram. If they have a hologram it’s licensed, so, if they don’t have a
hologram it’s not licensed. It’s probably the simplest way. – Hi, I’m Amy Ross with the
Krannert School of Management and the Purdue NSF I-Corps program. And you said that when
the generator goes live that designees from each
college will be able to do the lock ups and
stuff within their area. Do they then, are they responsible for disseminating that
across their own college? – Yeah, for instance if Krannert decides to have a limited number of designees within say Tim Newton’s office
to facilitate those requests, then they would receive those files but then be responsible for giving it back to the original requester internally. – [Amy] Okay, thank you. – Hi, I’m Chrissy Crawley from
Purdue Musical Organizations. I had a question about co-brands. We were one of the guilty
brands up on the screen at the beginning and we
have a PMO music note logo that we use in conjunction with the Purdue standard signature logo. My question is, after February 2018, are we gonna be able to
still use that combination of our logo with the Purdue signature logo or is it only going to be logos that are generated from that online tool. – We definitely want you to continue using your musical note, how big is
it on the side of Bailey Hall? – [Chrissy] It’s probably
the biggest logo on campus. – But again, yeah, it would
not be incorporated within, like as an element added to
the Purdue signature logo or the co-brand, where it
would be Purdue University and then Bands and
Orchestras underneath it, or, you know, Purdue
Musical Organizations, or you name it, whatever
would be underneath it. So again you would use that musical note as part of your brand identity but again it’s not like
it’s hanging off of the logo or anything like that. So again, just like I
showed with the Motion P and I think on Mark’s,
one of his first slides, it showed the signature mark with that clear space around it as well. Again, due to it being
federally registered. And so again as long as you
respect that clear space and not make it look like
it’s being an addition, again that’s part of,
it’s an important part of your history, and yes
continue to use the note. – [Chrissy] Thank you. – Kindra Rodgers, Engineering
Professional Education. So I just had a question about the logo. It looks like the university’s kind of the orangeish yellowish color. Is there a specific reason
why it’s that color. And if you use the logo
on say like letterhead, can it be more of the old gold to be more standard with Purdue or does it have to be
that yellowish color? – The gold that we have right
now we call campus gold, and for those of you
real savvy it’s PMS110C. But we’ve noticed, and we did
a lot of research in the past. When we unveiled our updates to our secondary color
palette a few years back as well as an updated gold,
there was a lot of work done not just in the printing world, uncoated versus coated
stock versus web use and looking at how the golds look different on different screens. ‘Cause I’m sure like
even the gold up here, that’s probably not our true gold, it just looks like this on
this particular projector. We also worked with
Trademarks and Licensing and looking at how the
gold inks are applied at the marketplace, ’cause if you look, go to a book store, look at the wide range of the different golds
you see in merchandise. So that’s when we actually devised kind of a swatch booklet of our colors. And so a lot of, and here’s
an example, look at that. So here’s our, and you can go onto Purdue marketing’s website and request– – Shameless plug.
– Yeah, request your own swatch book if you don’t have one yet, please either connect with
your marketing strategist or if you don’t know who that is, you can download one from our, sorry request one from our
Purdue marketing website. So at the end of the day it shows again, coated versus uncoated,
spot color versus CNYK, and what the gold should look
like and the color codes. And so what you might
be seeing if you order, for instance if you order
a stationary from Xerox and blanks come back and the yellow is just really, really light,
it should be matching this, ’cause this has been
proven to be dark enough and legible enough and
it matches our color. But if you’re say printing
out a digital letterhead on a printer, every
printer on campus varies in what the colors will
turn out to look like. So we’ve had this
question come to us a lot, it was sometimes printing almost a neon yellow on some printers. And so we say again, hey
we’ll give you a swatch book. You can tweak the code
of what that color is until basically you get
that printer to match what this color is ’cause
we promise it’ll look good. And so that’s my answer to
that, hopefully that helps. So again, request your swatch
book if you don’t have one, it’s a great tool. – I’m Rosie Lerner from the
Department of Horticulture and Landscape Architecture. And just going back to the
departmental designees. How will that be decided,
is each department within a college gonna
have their own designee or is it gonna be by colleges? – We are letting that up to every area. So another thing that’s
happened behind the scenes that I don’t think was addressed in here, but since February of this
year we’ve been holding top level meetings with the
deans and also the VPs on campus to kind of soft launch this and to get their initial reaction, to determine that this is
the most flexible option out there, to look into
their individual needs, and again making sure this
is the best possible outcome and everyone was prepared. So in meeting with those key constituents that were identified, then
I will follow up with them. So for Ag that would be Maureen
in Ag Comm for instance. And so following up with
her and she and her team will determine how they want that to work just from a workflow process internally to determine who those designees are. So we’re really empowering each unit to determine who those people are. Then they will provide us
with your career account name, I pass that to developer, and you’re in. So that’s the process we’re looking at. – My name is Carol Weaver, I’m with Agriculture and
Biological Engineering. We have two sets of rules because we’re in two different colleges. With the last branding effort we lost a signature that we had been using for almost 20 years because
it was not all small caps. It is the word agricultural an ampersand and the word biological together, and we have not been allowed to use it for a number of years,
is there a possibility that we can go back to using that logo? – Again, I would refer to it
as a secondary graphic element, or a word mark and not thinking that it can be a standalone logo. Again, we found again with the research and to help with the
dilution of our brand, that we want to bring
everything back to like the mother brand per se
with the signature mark. And so we can take a look
at what you used previously and if you’ve found that
there was like a decrease of any of your numbers based on the fact that you’ve not used that any longer, or in a lot of cases there are colleges that have what we like to
refer to as legacy marks. And if you alumni resonates
more with that mark and you want to continue to use that, again as an additional
graphic on your pieces, you can do that, and
again we want to provide illustrations on how to properly do that, but keeping it co-branded
with the main identity mark. And so reach out to us
and we can look at that on an individual basis because we, again, we want this to be flexible and serve your constituents
as best as possible, okay. – Hi, Lisa Peterson, new this
week, College of Science. I was curious, you said that
you were working on the, I guess it would probably
be not vector text but sort of the responsive
logos that would go on sites. Are you talking about
banners, essentially? – It would be, well right now like within our purdue.edu template, we have the top of the page, I’m gonna pull it up real quick. We have kind of a convention here. Here’s one for Trademarks and Licensing. So if you were to pull
that up on you mobile phone and condense your screen, then all the content
shifts around, you know. So that would be, it would be that, it would be seeing how
that would be shrunk down with the new convention
of the co-brand logos, especially if we’re talking
about a two tier system. Because a lot times we’re finding– – [Lisa] Sort of does the line move down, and then what happens after that, does it get centered or well,
and that’s difficult, okay. – Yes.
– So you’re talking about a couple of different things,
then, not only just a mark that you might, well, actually
you might not use a mark anywhere but on the banner
come to think of it. Or maybe down in the footer. – Sometimes in the footer of our pages, and this actually is a page
that needs to be updated, it’s a little bit out of,
they’re updating it currently. Sometimes in the footer
of some of your pages you do have the logo as well. But yeah, we’re aware
that this is a challenge, and we’re working through it
to determine what the best suggestion will be moving
forward on how to display that. – [Lisa] Great, and when again was that happening whereabouts you think? – Well we are right now
again, testing everything and coming, and one of the
again, one of the main milestones we’re working on is
updating our brand toolkit. And we’re making especially
our digital guidelines a lot more robust. There’s a lot has changed
in the last seven years in the world of the web
and digital applications. So they’re doing a lot of work and they’ll have again guidelines. So if it’s prior to February
5th, that’d be great. If not, that’s kind of our end all be all of when it will live on our site. – [Lisa] It’s like your drop dead. – Yes.
– Or where you’re trying to get that deadline.
– Or we’re all fired. – Hi, I’m Teresa Walker
with Engineering Education. And I have actually been trying
to work on my phase out plan already ’cause we have a pretty big group. I’m getting push back
though, and I found out they were actually using it incorrectly with the triangle anyway
with the engineering logo where they were just
using it in the corner because they don’t want all the words. So I got a little excited
about the Motion P but we can’t use that, like, only promotional things. – Yeah, just promotional items, and there’s many reasons
for that again going back to the research that showed the attributes that people assign mentally to the logos, and how we want things to
be a little bit separated from the spirit and the athletic realm and then our educational realm. But you might have also noticed
we don’t use the same gold. We’re not gonna get into that today. But because of that it
makes things just look a little different, you know,
and people start to question. And we’re not changing theirs and athletics isn’t
asking us to change ours. And so that’s another big reason of why things should not be co-branded
from the academic and the, like the athletic mark,
the Motion P standpoint. – [Teresa] Okay, so– – But did you have a question
specifically about the boomerang, we call it the boomerang. – [Teresa] The boomerang, is
that what we’re calling it? Okay, but the boomerang, so
are we, we should not use that? – I would say that that’s,
well you, no, well, okay. – Not with your co-brand. – Not with your co-brand, yes. I was going to say, I was
gonna put it all on Christine in your marketing. Again, that would kind
of be in the same realm as seeing as like a legacy mark. Or using like the music
note as an enhancement. But again that’s really
up to, for Christine or for your new dean to determine, and Kate Walker, your
marketing strategist, and so I’m not gonna make that call today. But that should not be
again like co-branded with the official logo, like
they’re one and the same. – [Teresa] Got it. – We consider it a graphic
or like a word mark. So if you have equity in it, sure there’s a time and a place. But keep it separate from
the Purdue signature logo and the co-brand. – [Teresa] Okay, thank you. – Hi my name’s Heather
Coar, I represent the Office of Future Engineers
Minority Engineering Program and Women in Engineering Program. And I think my biggest concern from all that I’ve heard today is probably that we’re in an active recruitment cycle. So I know that your
timelines are your timelines, but for us a shift in the brand guidelines mid-recruitment cycle
is a huge concern for me because we don’t want to
confuse the demographic we’re recruiting with a shift
in how we appear mid-cycle. So I kind of want some
feedback and thoughts on that because we’re actively
producing materials now, and then mid-way through, you know, with the web template
changing even slightly, for this demographic
they’re very visual people and they’re gonna notice. And that’s, you know, the brand
we’re recruiting them under. – Well my hope is that they’d notice and see it as an improvement and so then they’ll applaud us, right. No I completely understand, again, this is kind of not maybe
the most perfect timing. We are looking at, like
we work within Slate to help come up with the email through admissions for
a lot of your units. And we’re looking at in advance creating the top level co-brand, so
for the colleges levels, when those emails are going out, to include the new co-brands. That’ll be prior to February 5th that they’ll start to
appear on those pieces. In the interim like I suggested,
if there’s any way possible for you just to use the signature mark and then within the headline
or something else visible to convey the name of your
department or program, that would be the best probably solution because that signature mark
is not changing at all. Also again, you can continue
to use your co-brand that’s existence currently
with the hope that people don’t notice too much or
hopefully not get fixated or make a decision to not
come here based on that. But I guess, you know,
I know it’s not perfect but to just use the signature mark. And again, we’re getting so
close on this logo generator, I really, if it could be live tomorrow I would be so excited and
we can all just start. But we want to make sure of
course it’s perfectly working and developing the logos that you need in the correct format and style. So, hope that helps, Heather. We’ll let you be the first
to know when it’s ready. – [Heather] It helps some I
think, and to echo off that, one of our concerns is less click throughs or less enthusiasm with the loss of the Motion P or the train or maybe it was never allowed but we dared to do it anyway, but in the focus groups with our students they’re having a hard
time of why are we going under this umbrella of
just the signature mark, they’re like, we love
Pete, we love the train, we love the P, what are you doing? They’re kind of looking at
me like I’m a little crazy right now, so we’re
trying to explain to them, we’re trying to make the brand unity as you’ve told us already. So do you have any advice for us when we walk our focus
groups through this process, the freshmen on campus and
telling them this is a good move. – It’s not a elimination
of using those marks. You can use those marks. They’re just not supposed to
be used as your academic brand. So if you want to create something. Pardon me? – [Heather] We can use
them on our Slate emails? – No.
– No. No, promotional items for the Motion P. Student orgs have a lot more freedom. If the College of Engineering
wanted to create a T-shirt with Purdue Pete, or I’m sorry,
let me say not Purdue Pete ’cause want to limit that
to student orgs’ use. If you want to create a
T-shirt with the Motion P on it that says College of Engineering that doesn’t look like the logo, it’s not used in a logo
font, you’re good to do that. So hopefully on those
promotional items that’s okay. But again, we want there
to be more of a separation of the athletic and the academic mark. Now if you were talking
about the campus atmosphere within recruitment, you’re
talking about game day and the excitement of
being on a Big 10 campus, you can use the athletic
marks in that setting. We do that in our admissions viewbook, we have the athletic marks. But again just understand
the appropriateness of when to use the correct
logo, if that makes sense. I hope that helps a little bit. Again, we’re not trying
to, we’re not taking away any of the logos we’re just kind of more clarifying the use of them. So again, there’s not so many, because that was one of
the major feedbacks of, like I don’t know what the right logo is or who can use what and why
do we even have this one. So again, you know, it’s all
based on that research of the confusion of having so many logos, so that’s why we’re
trying to condense the use and clarify what should be
used in which application. – [Heather] Okay, thanks,
maybe we’ll just send you a piece once we have it. – Yeah, no anytime that you
have any questions at all about what you should
use or, I mean, again, we’re here as a resource, and we’d love to work
with any of you to help. And again, we want to know
about these specific cases and the feedback that you’re
receiving from your areas or from your students
because again we want this to best serve them and do us all good, so. – I’m Aaron Yoder, I’m
with Bands and Orchestras. And so we have kind of a unique thing where we have some of our
logos are through athletics because we have athletic bands, but then we also have kind of our
academic bands you could say. Do you have any advice on how to create unity within our department while also being unified
under the two different logos. – Yeah, let’s meet, we’d
love to work with you. Honestly we had a meeting
when we met with Beth McCuskey to discuss the logos and again
it was that misconception. She came into it and said bands
is really important to me, you’re not gonna take away
our band drum logo are you? And I said absolutely not. And she’s like, okay
great, we’re good then. So again, an understanding
that we want you to have, I mean, this rich tradition, you know, these marks that are a little bit separate from maybe our traditional. But again, but co-branding,
opportunities to do that, I’m not saying one side
of the drum has to have the signature mark and
the other one doesn’t, nothing like that. But there’s a lot of unique
instances on what you guys do, and so I’d say give us a call. – [Hailey] Hi, my name is Hailey, I’m with the International
Students and Scholars Office. What type of things do you have in place for departments or offices
that partner together to be able to put both onto the co-brand? – [Mark] Should we use the CCO example? – Well, sorry, you’re
saying that you want to, like it would be your department and then another department
co-sponsoring an event or on a particular
marketing collateral piece. I mean, you could either
express that through just using the generic signature mark and including that within
the copy or the headline, or you can use both of the logos, the separate logos. So we don’t have any version of the logos that would say Purdue University
with the signature mark and then have College of
Health and Human Sciences and College of Engineering underneath it. Those logos will not exist. They’re just to designate a single area, or again the double tier drilling down within that specific area. But we don’t have a convention,
we would just have you either put both of those
logos on the piece, or just the generic Purdue logo and again explaining
somewhere else on there is probably what we would recommend. Okay. – [Hope] Hello, I’m Hope from
Construction, Engineering and Management, and I was
wondering if there’s going to be a vertical co-brand option
to do the double tier. – I’m so glad you asked about that. Let me go to our appendix, we were anticipating this question. Our design team did extensive work on the feasibility of the vertical system, the horizontal system,
maximum word counts. We have done research on
what’s the longest possible department and office
and program name here at the university so we can
determine character counts. And just as we find one, we find one that’s a couple letters longer. But we definitely, again, we want this to be flexible and acommodable. So we did explore the vertical orientation in having it double tiered, and this is an example
of what would be allowed. And again this is actually, we have 100 characters maximum per line. So the one on the left
is actually permissible, that’s how many, if you
have that many characters in your department name
or program or college to create a co-brand, that’s permissible. When you go over to the
example on the right, that would not be allowed. After looking at that we realized again the area that is
describing the office and then drilling down underneath that is larger than the actual
Purdue University mark and Mark just best explained it. He said, we don’t want the
logo to start to look like you’re looking at an eye
chart at the doctor’s office with all the different lines below it. So we really did take a hard look at that. But again it goes back
to what I talked about with the logos not needing to explain every layer within your area. Think about who are you communicating to on that particular piece, what is most important for them to know? That you’re part of Engineering overall, that you’re the Department of Construction and Engineering and Management? And work the other components
onto that particular piece if you have that ability in other means other than trying to cram
that all into the logo. Or of course you do have
the horizontal option, which will allow for you
to have the double tier. Good question. One thing I was just reminded
that I failed to mention earlier when talking about
that co-brand logo generator. When you receive the Zip
files of those logos. When you work with a licensee
on any promotional items they will request that logo
from you, the approved logos. What they have access to through Learfield are more of our general logos, the signature mark, the
Motion P, things like that. So if you request to use
any of those marks on items they have access to those,
but they will need to receive from you the Zip file,
the official approved, Marketing and Media
approved logo from you. And again that’s the beauty
of you’ll have that link and you’ll be able to download and then submit that to those licensees. Only, what? – [Erika] To only approved licensees. – Only approved, yes, only approved. And one more thing, in
talking about the team stores, those of you that do
have a fundraising site for like Krannert gear is an example. I know Liberal Arts has some
products within Krannert gear. Start now also to think about
changing those logos over and the transition of updating the logos on those products if they need
to be changed moving forward. – Yeah, and I just wanted to add that I will be communicating to all of our internal licensees that
this change is coming. I was always told I have such a loud voice I don’t need one of these, but. So we will be notifying the
licensees and letting them know that this new system is coming, that they might be
receiving calls from you to talk about moving
product off of the site, moving new product on the site. We’re perfectly okay with
you having the old product on the site to try to get rid of it. And if you want to have a clearance sale, whatever you want to do
is fine on your site. But they will know that this is coming. They will know that they will need to get the logos from you and they will know what they can and can’t
do with the logos, so. We’ll definitely make sure
we educate them on that. – [Corey] Corey Sharp with
Purdue Polytechnic Anderson. Being that we’re off campus
and we try to designate that we’re in Anderson,
but we’re just specifically with Polytechnic and not
the entire university. Our old building signage would
have Purdue University on it and we would often get calls for nursing, agriculture, engineering. How do we do that with the
other statewide locations with some of the branding? – Well we’ve already,
Jackie, we’ve already started to address this with
some signage recently. Yeah, basically just using
the Purdue University but like the double tiers. Putting Purdue Polytechnic Institute with Anderson underneath it, or, again, we really need to start
having those conversations with Jackie and whoever the designees are to determine that architecture structure. But yeah absolutely we
want it to be specific to those statewide
locations to differentiate from main campus, you
know, with who you serve, and that you don’t offer a
slew of all the different academic programs at your location, yeah. – [Mark] Do you have
anything to add, Jackie? – No. – [Mark] No, okay. – [Tonya] Hi, Tonya Agnew
with the College of Education. I had a question, you mentioned
all the surveying you did and the data that this is based on. Lots of folks would be
interested in understanding what this is based on
and this will help me communicate the message
to why this is important. You know, the data is gonna
really make a difference with a lot of the people I will be communicating this message to. Are there some highlights
that you could share with us? You know, I don’t know, a
document, maybe you already have put together that we could pull from? – Yeah, absolutely, we have
the full research that we did. The qualitative and SME’s quantitative, which then talked about the
recommendations that I outlined. Some of the recommendations,
one in particular we knew we couldn’t really fulfill. So we, again, we haven’t
completed all the recommendations ’cause we had to look
at what was feasible. But I don’t see any problem in
sharing that with all of you. In the beginning Julie talked
about how it’s been a while since we all got in a room together. When we first did come together
last year to talk about the research findings
it was a smaller group, it was more department heads
or like administrative leaders. That’s why we felt it important though to have this meeting
and open it up literally to the entire campus
community to talk about this. And moving forward in the future to be as transparent as possible. We never meant to operate, incognito to begin with, but we definitely wanted everyone to feel
included, and so by of course making all that research
available, yeah absolutely. So either, sometimes
I know with the Purdue Communicator Council meetings we send the follow up survey
and it has some links. Perhaps we can add that as a link to download from that email. But if not then we’ll
definitely get those resources out to everyone for you to view. – [Denise] Hi, Denise
Buhrmester from the College of Health and Human Sciences. So with the logo
generator I was wondering, when you have a Department of
Nutrition Science for example and so if they want a
logo to be generated, and then somebody wants it
just to say Nutrition Science, that would sort of be two different logos for the same department. I know someone’s going to be approving it but do you see some guidelines and maybe suggesting consistency
or does it even matter. I mean, does it matter if one logo says Department of Nutrition Science, the other one says Nutrition Science. – I would definitely push for consistency and using the same logo and
that would probably fall on you or other designees
within your office since you’re the
communications lead for HHS. So just, that’s why again
the next step would be, I’m going to be reaching out to all of you who we’ve met with previously, talking about who those
designees should be, but also coming up with
what those parameters are within your college. So we’re clear and that
your staff is clear so when you are creating them
there is that consistency. So what we’re most concerned with I think from Marketing and Media
is that there’s consistency to your level of standards. We’re not here to dictate
what we feel is right for you, you guys know best, and we
trust you obviously with that. As long as that again
there is that consistency. I agree with you on that,
we don’t want there to be two different ones floating around that are close but not quite the same. It’s important for that consistency. – [Denise] And then one more question, what do we do when we see
one of our student groups have created this really
crazy looking mark. And it looked like you had
cleaned up some of them, or maybe you just did that
for this presentation. Who do we direct them to,
how do we talk to them? – You can send them to us. Again, SAO, again we had
a thousand organizations, nearly 400 logos collected,
which is really good but that’s less than half if every club had their own logo, which they don’t. But if you find, and
then the trick is also every year there’s new
leadership, they might want a new identity, and so
it’s a reeducation process every year and we realize that. And so we’re going to
conferences and reaching out through the SAO bulletins to
reach these people every year to remind them of, we have a
Be a Brand Champion campaign specifically for student orgs so send them to Purdue brand
if there’s a logo in question that you think they’re utilizing parts of other registered marks and
they should not be doing that. You can send them our way. And then when it comes time if they are to want to produce shirts
or things of that nature, then I would toss it over to T and L, Erika and her colleagues to
then help the student orgs navigate through using licensed vendors. So yeah, send ’em our way. – Thank you.
– We’re happy to help. – You are the eyes and
ears of the campus, so not to rat somebody out but if you see something say something. And, you know, there’s
our contacts up there, so. Thank you. – Chris Collins, Office of International Students and Scholars, you
mentioned trinkets and trash. And you mentioned royalties. We do a lot of community volunteer, we have a lot of community
volunteers participate in some of the things we do
with our international students. And we like to reward them and
help them dress appropriately for the event by giving them a T-shirt that has Purdue information
on it as well as our office. Are we gonna expect to
see that we have to now pay the royalty on that give away? – No, for promotional products you do not have to pay a royalty,
they are royalty exempt. The only time you would
have to pay a royalty on a promotional product or
like you were saying apparel, is if it them goes into
a fundraising activity. So if you are taking
an item, putting it out for someone to purchase at a higher rate than what you paid for it,
you would put a royalty, we would charge a royalty on that because of the fundraising aspect of it. – [Chris] So we still
use the internal vendor. – You still use the internal vendor. – [Chris] We just let them
know that we’re consuming it we’re not selling it. – Correct, correct, and
they’ll probably ask. Or they’ll ask me when they
submit it through the system for artwork approval, they’ll ask, they’ll say please let us know if this is royalty exempt or not. But for all internal items,
you are exempt from royalties. Again, the only time that
we tack on the royalty is if you’re doing a fundraising or doing something for profit. Does that help?
– Thank you, yes. – [Angie] Hi, I’m Angie Roberts
in Research Communications. I have a complex question
and may need to have a meeting to discuss it, but
I’m getting a lot of questions from people in Discovery
Park about their centers, a lot of them have their own logos. They’re not housed in a
particular college or department for the most part, so
I’m trying to figure out what to tell them about what they are going to be doing
with their center logos. Are we now saying they are
not allowed to use them at all anywhere, or do they use them along with Discovery Park,
along with Purdue logo. I’m a little confused
because you were showing all the student organization
logos and it sounds like those are kosher as long
as they’re not trying to like adapt something
from the Purdue logo. – Yes, we have met with
some members of your staff to talk about this same
issue, I think Sarah as the designer in EVPRP is
navigating through this as well. So again going back to telling
areas that they don’t need to throw out their individual identity, the same with the centers. We understand that it could
be a unique partnership with other institutions or multi-disciplinary on our own campus. And so to have them get rid of this equity that they’re trying to build
within their unique identity would not be right. So again we’re trying to work out and we have some different design schemes, again, Sarah has kind of
been mocking things up in the last few months as we’re
undergoing this transition. To where again you still bring it back to the mother brand, you bring it back to Purdue
University as an institution. So again, correctly co-branding even if it’s just the signature mark plain and simple on the bottom of a piece. And then you have the center
logo front and center. There’s been lots of talks, again, about how Discovery Park
has a third different logo, so you’re kind of
co-co-co-branding at this point. So we are working through that process and that was the point of the
various stakeholder meetings that we’ve been holding since February, reaching out to the
different areas on campus to understand the uniqueness
and the challenges that they face so then we could
help navigate through those and come up with the
best solutions possible. So that is one I believe was
still a work in progress but we’re definitely not
saying for the centers to get rid of the identity
that they’ve built. It’s just again how that
aligns with the Purdue brand, and That could be as simple as including some of our graphic elements
within our visual identity, or again of course always
remembering to include the signature mark on
pieces that are going out. Because again it just helps
everyone in the long run to tie into the equity
of the overall brand. – But it was my understanding
that there had been no decision made and so
I had talked to my boss like last week about this,
trying to understand. We were ordering some promotional pieces and we were getting
questions from the clients about can we incorporate
our logo into this. And so we were hoping to
get some more direction through this meeting today and
some subsequent information. So I wasn’t aware that there was anything being decided behind the scenes. – We’re still kind of in
the exploratory process. There’s nothing that,
we definitely don’t want to give you direction on
what we think you should do, we want this to be collaborative. And so we’ll reconnect with you guys and we’ll continue that discussion, we’ll bring this up again, okay? – [Angie] Okay, great. – [Woman] So I did have a question, what file formats are
gonna be in the Zip file, and are you gonna have reverse, like if we want to put it on black, or do we need to do that? – We are still working on
all those various formats. Right now we have AI, PNG, EPS, and I don’t know what SVG
is, but there’s SVG, okay. And right now we just have it
in, because we do have vector, it’s just in the black and gold. Again, we are beta testing still working closely with our developers. I don’t know if it’ll be as robust as what you might get now, which if you were to request a complete logo package from us you get like 30 something crazy styles. But we’ll give you
enough to basically cover all of your needs, and if you need more then we can help you with that. But it will give you those main four ones is what it’s doing right now. – [Kim] My name is Kim De Leon, I’m with the Business
Intelligence Competency Center. And we’re under an envelope of ITAP. And I am kind of, I’m not heard anybody talk about internal communication, because we only communicate
with other users in other offices, we don’t
go off campus necessarily. So I didn’t know if we would kind of still be under the same
guidelines and rules. I’m a business analyst, we don’t have a communications person,
so I guess I’m it, but. So I’m just trying to
get, you know, the rules and because we have a logo I
don’t know that it’s accurate because it was in place when I came here. So I just need a little
guidance on internal things. – I have some thoughts on
that, I don’t know if I vetted it by everyone and
if I’m allowed to say this, but here’s my own
personal theories on this. I feel, again, go back to considering who you’re talking to and
the environment around you. So we have a lot of internal ITAP software such as I think like Boiler Backpack, I think that might be
going away, but you know, there’s different things such as that that ITAP has created icons for and kind of a little
bit of a brand identity. But it is only for an internal audience. Is it important to slap Purdue all over it and to really brand that as Purdue? Perhaps not because again
you consider the environment you’re in, you’ll already
know you’re at Purdue. Now if you were to take
that to a trade show to showcase all of the wonderful
things that ITAP is doing, you would be missing an
opportunity if of course you did not tie that back
to Purdue University. So are we saying that all of your logos or your internal
communications need to always be branded with the Purdue signature mark? No, we’re not saying that. Really it’s more of providing guidance to you on our research of how our external
audience perceives Purdue and our various logos
to remind you of, again, the equity we have within it. So again on a case by case basis, we’re happy to consult you if you think you should use it or
you’re not quite sure, but that’s a good question. – [Lisa] Hi, Lisa from
the Office of Engagement. Just in general, curious, do you know when the logo generator
will be up and running. Will that be by the end of the year or after the first of the year? – Again, we know that
it’ll be up and running by February 5th, that’s
like the date in my head that everything is due on February 5th. Now again I know we
said that moving forward from February 5th on we
want you to incorporate the new logos and if you
didn’t have an opportunity to have them created before
then, what can you do? So again we are still working on getting the beta testing up and running. As soon as this is available
for a wider release we will let everyone know. – Part of that test is we’re gonna have a couple licensees actually
try to embroider the logo and the different levels of the logo to see how crisp and clean it can get. We’ve already heard some
feedback from our licensees that there is a concern about
using upper and lower case especially with embroidery
on particular products. So we are working with our licensees, we’re gonna have them
do a couple stitch outs so that we can make sure
that they can provide the quality that you guys need
with this new logo system. – [Mark] Thank you for
all the great questions. If there (is) a question you didn’t get to ask. Again, there’s our
contact information.

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