Posts Tagged: Cynthia Kintigh

'We Are UC ANR' items added to Brand Toolkit

A couple of items have been posted to the Telling Our Story section of the ANR Branding Toolkit. You'll now find the We Are UC ANR video as well as the We Are UC ANR one-sheet flyers.

“The flyers have a choice of four different front page images, the copy is the same on all four,” said Cynthia Kintigh, marketing director. “The We Are UC ANR video is a great three-minute explainer about who we are and what we do, told in beautiful images of ANR folks in the field.”

Sharing the page with the flyers is a link to the online version of the Annual Report Snapshot – with robust features like maps and embedded links to academic profiles. 

“This is a great link to share with constituents and decision makers,” Kintigh said of the Annual Report Snapshot.

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

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.

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. 

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.

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