Above / The iconic Old Main tower will continue to be the centerpiece in North Central College’s new brand. Located at 30 N. Brainard, Old Main was completed in 1870 and serves as the College’s Administration Building. (PN Photo)
As alumni from across the region and the country flock to North Central College for this weekend’s Homecoming festivities, something will look different at the 158-year-old institution. Homecoming weekend will also serve as the launch of the College’s new brand, which is centered on the idea of “Exceed your personal best” and includes a new institutional logo.
The new brand is the result of a year-long process spearheaded by the College’s Market Research and Brand Strategy Advisory Committee, with support from SimpsonScarborough, a nationally renowned brand and marketing firm that specializes in the field of higher education. The process involved surveying nearly 3,000 internal and external stakeholders—including current and prospective students, parents, faculty, staff, alumni, peer institutions, guidance counselors, employers and community members—to gain insight into their thoughts and perceptions of the College. A thorough analysis of survey data helped inform the College’s new brand.
“Now is the perfect time for North Central College to embrace a new brand that reflects the College we are today, as the institution is considerably different than it was 20 years ago,” said President Troy D. Hammond. “In the past few years, we’ve ushered in new academic programs, a new academic calendar, new and updated facilities, enhanced student support mechanisms and a bold strategic plan. This was an incredibly important process for us to go through to ensure that we are accurately and effectively representing the College in a way that resonates with people both within and beyond our campus community.”
The new logo represents the first update to the College’s institutional logo in more than 20 years. While it still prominently features the iconic Old Main tower, it is a more modern take and one that is more adaptable to different mediums. In addition to the new logo and other creative elements that will be part of the College’s new brand look and feel, the concept of “Exceed your personal best” will serve as the foundation for a new brand strategy. It’s not a tagline; rather, a platform on which to build a brand that represents what the College stands for and the unique experience and opportunities students have at the institution that has been an anchor of the Naperville community since 1870.
“One of the things that was revealed through the market research process was the profound impact North Central College has in helping elevate students’ confidence and realize their direction in life,” said Bill Muck, professor of political science and co-chair of the Market Research and Brand Strategy Advisory Committee. “That’s due, in large part, to the inspired instruction and support students receive inside and outside of the classroom. We’re excited to have developed a brand strategy that will help us tell that story more effectively and to more people.”
The rollout of the new brand will be a multi-year process as the College integrates the new logo, imagery and messages into communications and marketing initiatives. However, starting this weekend, the campus community and Homecoming attendees will begin to see the initial installments, including new light pole banners, and can take part in various brand launch activities and receive fun and exciting giveaways. Brand activation teams will be stationed at Championship Plaza, just outside Benedetti-Wehrli Stadium, before and during the Homecoming football game.
Additional Homecoming Weekend Activities
Friday, September 27
- TEDx North Central College – 4:09PM, Larrance Academic Center, 309 E. School Street – OPEN TO THE PUBLIC (tickets required)
- 50-Year Club Banquet and Class of 1969 Induction Ceremony – 5:30PM, Madden Theatre, Fine Arts Center
- Homecoming Concert & Dessert Reception – 8PM, Wentz Concert Hall & Lobby, Fine Arts Center – OPEN TO THE PUBLIC (free, tickets required)
Saturday, September 28
- Athletic Hall of Fame Induction Ceremony – 11PM, Wentz Concert Hall
- Homecoming Parade, 12:30PM, south on Brainard Street to Championship Plaza – OPEN TO THE PUBLIC
- Football Game vs. North Park University – 2PM, Benedetti-Wehrli Stadium – OPEN TO THE PUBLIC (tickets required)
- Homecoming Reunion Celebration – 6PM, Residence Hall/Recreation Center
Sunday, September 29
- Worship Service – 10AM, Koten Chapel, Kiekhofer Hall
- Homecoming Brunch – 11AM, Kaufman Dining Hall
For more information, including a full schedule of 2019 Homecoming activities, go to northcentralcollege.edu/homecoming.
North Central College since 1861
North Central College provides students with the confidence, instruction and direction they need to exceed their personal best inside and outside of the classroom and throughout their careers. Founded in 1861, and located just 28 miles west of Chicago in the Historic District of Naperville, Ill.—named among the nation’s “Best Places to Live” by Money magazine—North Central is home to nearly 3,000 students and offers more than 70 undergraduate majors, 60 additional undergraduate minors and concentrations, and 12 graduate degree programs. Visit northcentralcollege.edu to discover why U.S. News & World Report has named North Central a “Best in the Midwest” school for 20 years in a row and to learn more about the College’s state-of-the-art facilities and distinctive programs, particularly in the sciences and business.
Story submitted by Kelly Murphy, Assistant Director of Communications & PR, for North Central College.
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