Lesley University’s College of Art and Design: Inside a new ID.
Wednesday, February 12, 2014
First and foremost, the change presents an opportunity to reach new and larger audiences for our programs. Furthermore, it distances our name from that of the for-profit Art Institutes, the similarities with which have long posed a challenge to our reputation and identity. Finally, the name change supports the university’s plans to strengthen its overall reputation — and that of each of its schools — with a more unified strategy.
The name change, which has been incorporated in all university communications since last summer, is now being reflected in university-owned buildings and spaces.
The existing AIB logo has been replaced by a new Lesley University logo, designed by Lesley alumna Michelle Side. The new logo was unveiled at the beginning of 2014, following a university-wide survey and other feedback from the Lesley community.
The university is using the name change as an opportunity to generate visibility and build momentum for the College of Art and Design’s upcoming move to Porter Square in Cambridge. Part of the focus of the university's new marketing campaign is to promote the College of Art and Design. The 18-months-long campaign includes a series of communications to leaders in the arts community, arts patrons, art teachers, and other influencers; advertisements in regional media and national arts-related media; and a variety of other promotional activities.
With a solid strategy in place, a clear focus on implementation, and an open dialogue throughout the process, we can build a vibrant future from the foundation we've laid over a century as the School of Practical Arts, the Art Institute of Boston, and now Lesley University's College of Art and Design.
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