A brand helps us proactively manage people’s perceptions of UAA by providing an authentic description of who we are as an institution, rather than leaving perception to chance. (Think of rumors. They often are distortions of reality.)

A brand differentiates UAA from other educational institutions, and helps us articulate our value and our contributions to Anchorage, to Alaska, to the nation and beyond.

A logo is a symbol used to help people identify the brand. UAA’s logos will not be changing with the launch of the new brand; they are part of our established visual identity.

An advertising campaign is developed and presented as a way to communicate a brand and its characteristics. An advertising campaign may last for a year, for three years, for five years. The same brand can be used as a foundation for more than one advertising campaign.

There is no immediate impact to unit websites, marketing collateral or logos. Changes will be rolled out over time as the graphical elements of the new brand are implemented. College and unit logos will not be changing.

Apple Inc. is an example of a company that has a well-established brand. When most people think of Apple, words like innovative, cutting-edge, modern and sleek come to mind. Its products—the iPad, iPhone, iPod and Mac have changed the way we interact with technology. Buying an Apple device is the promise of an experience characterized by simplicity, speed, ease of use, constant connection and an intuitive user interface.

See Forbes article “Apple Tops List of the World’s Most Powerful Brands”