1 Saint Mary’s College Visual Identities SWOT Analysis April 24, 2008 Visual Identity Task Force

2 Visual Identity - STRENGTHS College seal – Incorporates heritage in it’s visuals Logo –Recognizable with Saint and location –Adaptable for vertical/horizontal use –Simple, uncluttered French cross is a symbol for the community – who we are, we identify with it Logo/seal have heritage Dignified, not frivolous Visually pleasing, particularly Fr Cross For the most part, community is respectful and recognizes importance Color standards exist

3 Visual Identity - WEAKNESSES Visual identities are appearing on places and things that are inappropriate Community doesn’t understand what’s appropriate Lack of education/resources for students/fac/staff Lack of adherence to standards Current sub-logo system unclear and inconsistent No secular identity to use in place of French cross Athletics –No true mascot –Belles (name) and bells (image) both used Legal ownership (and limitations) not clear and may not be binding Clear writing standards Logo doesn’t designate USA

4 Visual Identity - OPPORTUNITIES Increase awareness and market the College through our visual identities Develop an sub-logo system SMC – define, formalize Expand brand identity tagline – She’s Saint Mary’s Assure legal ownership Inventory all legal actions/transactions, grandfathered or official Ownership “teeth” without licensing (that would be limiting) Broad distribution/education on graphic standards Clarifying internal and external uses of identities, provide clear directions Widening use of identities or developing new visual identities can translate to revenue Capture heritage symbols and statements that already exist and formalize (e.g. The Avenue) Trademark lecture series and other on-going events identifiable with the College

5 Visual Identity - THREATS Bootleg use of logo Other institutions “stealing” our look/ideas Inappropriate use of name and visuals by media and other external groups Student frustrations with limitations can lead to boring visuals – just give up Lack of legal ownership could make us vulnerable to others stealing/taking Community ignores “rules” and guidelines Guidelines are not adaptable, flexible, and current over time Loss of revenue if the identity system doesn’t provide enough options for merchandise