Lakeland rebrands identity

By Geoff Lee

August 30, 2016 12:00 AM

Lakeland president Alice Wainwright-Stewart takes a group selfie to celebrate the launch of Lakeland's new visual identity program. On her left is Ann Mboyi, Taiya Paylor and Tony Gray and right is Mikayla Minish, Alyssa Wells and Keegan Lund. The new logo is shown in the background.

Lakeland students have gone from living the learning to leading the learning as part of a new rebranding strategy.
The change in direction is reflected in the college’s new visual identity program launched at the Lloydminster Campus Thursday as the second phase of the strategy.
Elements of the visual identity include a logo, typography and official colours that reflect the Lakeland experience under a new tagline: Living. Learning. Since 1913.
“Our new visual identity provides a powerful representation of Lakeland that is both modern and timeless,” college president Alice Wainwright-Stewart said at the unveiling.
“It will serve Lakeland into the future.”
She called the logo a “simple clean icon to which Lakeland leaders—including students, alumni and staff —can build value and add meaning.”
The strong L icon of the logo is meant to represent the leadership of Lakeland’s students and references local architecture, the Prairies and the region’s landscape and academic achievements.
“As a leader in student-managed learning experiences, we provide our students with opportunities to gain real-world experience,” said Wainwright-Stewart.
She said whether it’s the student-managed farm at the Vermilion campus or working with clients in the student-run spa, Lakeland students take the lead.
Work on a new branding strategy began in 2014 in the wake of Lakeland’s centennial in 2013-14 to focus the college on the next100 years.
“You really always have to be looking at yourself, always repurposing in some ways to make sure that we’re keeping forward looking and really attracting the students of today,” said Wainwright-Stewart.
“The students of today did not resonate with our last logo—they were looking for something a little different.”
Berlin Communications from Edmonton designed the visual identity with input from more than 100 students and some staff to focus the new look on five core attributes of the brand strategy.
Those core values are student managed learning experiences, a place to be heard, connected and relevant, future focused and academic credibility.
Tony Gray, a recent graduate of Lakeland’s marketing program, was pleased to be a part of developing the new visual identity from the get-go and loves the new logo.
“To me it means we live in a connected world,” said Gray.
“There are so many awesome things that happen at this college (Lloyd campus) and in the Vermilion campus that just shows how connected we are as a community and as a college—that’s what it really means to me.”
The logos for Lakeland’s Emergency Training Centre and the Rustlers sports teams were also refreshed to reflect the look of the new Lakeland logo.
The full program roll out could take up to two years, but the new logo is already embedded on Lakeland’s digital platforms with new signage, letterhead and flags popping up this week.
“We plan to do this in a very fiscally conservative way,” said Colleen Symes, director of marketing and communications.
“If we need to replace something, we’ll replace at the time.”
The first phase of the branding process will be the launch of a “responsive” website expected to go live in late October.

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