Coop's Loop

The largest impact with the most minimal change. That was the creative brief when we sat down with the task force to re-evaluate the UNC Charlotte brand. At the time of our introduction to the project, the University had been through an extensive market research project and a number of creative revisions to the brand that left them less than wowed. With two years of market research in hand and a tired, confused logo we did our own research and analyzation to put the puzzle together. Our conclusion was that UNC Charlotte had a strong brand that just needed some updating to be the best brand it could be in today's market.
 
By making some revisions to the engineering and design of the actual crown, we were able to breath new life into an image by reworking the elements to convey feelings of growth, scholastic excellence and regional pride. When introducing the name of the school into the mark, we chose a block serif font to mimic the shapes found in the crown. In keeping the letters all the same x-height, we were able to promote the use of UNC Charlotte instead of UNCC by  allowing your eye read through the entire name of the school.
 
Even with tons of publicity and promotion, a new brand takes time to change market perception. While the brand has been in use and promoted internally for the past year, it is the start of this school year where you really see the University adopt the new logo with pride. Seen on everything from the new campus signage to billboards, print and electronic media, the brand stands strong with every campaign message.