ANR Employees
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ANR Employees

Posts Tagged: Brand Toolkit

'We are UC ANR' public awareness campaign launches

A month-long public awareness campaign titled "We are UC ANR" launched June 1. The campaign was designed to help those who have struggled to wrap their arms around all that UC ANR does. It features two new website products: A three-minute video that explains UC ANR's origins and current activities, and an interactive map that shows the locations of UC ANR programs across the state.

The communications team is asking everyone – UC ANR staff and academics, farmers, 4-H members, volunteers, agency representatives and all other stakeholders – to share their ANR stories through social networks, with the hashtag #WeAreUCANR. To make this easy, the team developed a toolkit that includes sample posts and tweets, images, short video trailers and messaging.

We are all problem-solvers, catalysts, collaborators, educators and stewards of the land. UC ANR is a bridge between the people of California and trusted, science-based answers to everyday questions. Please help us bring UC ANR alive to current and future stakeholders.

We are UC ANR webpage (with video and map)

We are UC ANR social media toolkit

Posted on Thursday, June 1, 2017 at 9:12 AM
  • Author: Jeannette E. Warnert

Should you be using a new UC ANR logo? Probably not

With the launch of the We Are UC ANR awareness campaign, you've no doubt noticed the ANR logo has been given a makeover, and you may be wondering if you need to be using the new brand. In most cases, the answer is "No." 

Vintage bear
This new look for the top-level brand is being rolled out slowly with digital implementation first. We know that folks have invested in signage, shirts, printed collateral materials and other durable items, and we're not going to ask that any of these items be changed. Additionally, the Brand Toolkit contains close to 1,000 assets—everything from logos to business cards to PowerPoint templates. Updating those assets is a daunting task and a challenging brand management issue.

Fierce bear

Berkeley Brands

This multi-level brand approach is not unprecedented. A good example is how UC Berkeley handles their brand package. There's a high-level brand for the campus and other sub-brands, like the script Cal and iterations of the Golden Bear. Each has a place in the brand family. This is especially applicable for well-recognized, even well-loved brands with a lot of brand equity—like the script Cal, the vintage bear, or even 4-H, UCCE, Master Gardener and others in our own brand package. 

Cal script
Over the coming weeks, as we roll out the re-design of the high-level pages of the website, you'll see the new ANR brand in action. If you need to order durable items there is no need to delay; feel free to use the current brand packages available in the Brand Toolkit.  Future changes to the sub-brand packages will be minimal and won't be incorporated into the sub-brand packages for at least 8 to 12 months.

Posted on Wednesday, May 31, 2017 at 11:15 AM
  • Author: Cynthia Kintigh
 
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Webmaster Email: jewarnert@ucanr.edu