Over six decades Trinity Wester University (TWU) has evolved from a small Christian college into a internationally respected liberal arts university. As with any brand, academic institutions like TWU need to update their identities to better reflect the beliefs, values, and personalities in order to resonate with students, faculty, staff, and alumni, as well as clearly position school in minds of the public and academic community. Over the years we’ve been honoured to provide brand strategy and identity design for two departments at TWU, the Spartans Athletic Department and TWU Alumni Association.
With top-ranked teams throughout the collegiate system, TWU wanted to update their athletic department logo to more accurately reflect that of a “passionate, active and distinct athletic experience”. The new brand had to resonate with students, faculty, staff and alumni as well as competing teams from other universities.
In both cases, we explored numerous ways to modernize the visual language and messaging for each department, but worked hard to respect the history and traditions of each and create brands that echo their past. With the Spartans, we wanted to capture the “passionate, active and distinct athletic experience” of being a member a TWU sports team by creating distinct and original visual language to symbolize modern day warriors. After much exploration, a completely customized typeface was developed for the wordmark and a fresh, dynamic and modern logomark emerged as the final artwork.
“This new identity is a bit of a watershed moment, a defining moment. It clearly articulates who we are in light of the ancient Spartan values we aspire to while building on our history. ” — TWU Athletics Director Murray Hall
With the alumni association, we emphasized the connection to the university by utilizing elements of the university’s primary logo to create a strong connection to their TWU roots, while providing the alumni community with a distinctive identity of its own. Paired with the tagline “Connect and Thrive”, the multi-shaded flame is symbolic of the Trinity Western University torch, and reflects the diversity and potential of our global alumni community. Can you see the secondary hidden image of a bird taking flight? It’s subtle, but it’s intentional.
“While the TWU Alumni Association represents alumni of all ages, paths and affinities, the relationship between the flames speaks to the one thing that remains constant among us: our connection as alumni and our desire to see our community and the University thrive. ” — TWU Alumni Association Director Scott Campbell
Designers and marketers at TWU have been successfully applying these identities to a myriad of items, from websites and ads, to athletic uniforms, buildings, and even playing fields to great fanfare. Both brand identities have garnered much praise and becoming an important and memorable part of Trinity Western University’s modern and lasting identity as an academic and athletic school of choice, as well as a thriving community of alumni.
More Case Studies
Making the connection between corporate growth and community engagement.
Taking curiosity to the next level: Generating community engagement and excitement for major civic infrastructure.
An architectural practice with an eye to the future, exploring an unconventional online experience and break from the constraints of conventional practice.
Who doesn't want to "live pleasant"? Crafting an illuminating brand for a Vancouver-based developer.
A sharp, credible brand for the future face of financial analytics software.
A new era: Marking the transition from their first 60 years to their next; a new brand strategy and identity brings balance to one of Vancouver’s oldest architecture firms.
A step ahead: Making an impact while maintaining a disruptive and design-driven brand.
Creating flow for the Columbia Basin Trust: Respecting a legacy treaty, and mapping out a brand new identity for the future of an integral regional organization.
More than a superficial look in the mirror—a new era for this top AEC firm brings new meaning to the word ‘better’.
From one to many: An architectural icon grows from a brand of one man to a mature and experienced design team.
Putting a development on the map in a neighbourhood worth stopping in.
From six to one: A brand new national architectural practice comes together from a collection of unique firms. It’s a substantial task, with significant potential.
Disruptive, designed, distinct. Building a solid brand for revolutionary commercial lighting technology.
A makeover for a highly successful 50 year old company adds mettle to metal—copper alloys to be precise.
Considered environments. Spaces revealed. Rebranding a top architectural firm.
Paving the way for a local success story to go from one backyard BobCat to major civil construction contractor.
A liberating identity for Canada's newest entrant into mobile phone services.
Renovate or rebuild was the question we considered in positioning these Calgary-based architects.
Re-engineering success. Opening new paths to the future for a mechanical engineering firm.
Asking the right question reveals innovative thinking for this engineering website redesign.
West End Living—Redefined. A boutique building offering lifestyle, comfort, & convenience for a modern lifestyle.
Repositioning an interior design firm as a collaborative business with years of experience & high professional standards.
The construction of a world-class signature building leads this Vancouver icon to a fresh, re-imagined website experience.
Turning a corner on real estate marketing and creating a new District in our very own neighbourhood.
Driven to succeed: Reinventing a forest products legacy into a high-demand, technology-focused renewable fuels dynasty.
Giving rise to a uniquely progressive and green-focused community on Burnaby Mountain.
Bringing brand flow and a new identity for a company that’s all about measuring and controlling flow.
Many architects express thoughts & stories purely through the buildings they create. Not so here.
A leading architecture school gets a website bound to boost admissions.
It started with giving this law firm an actual name, not just a long list of partners' names.
A brand evolution leads to a website as unique as the buildings this architecture firm designs.
Re-engineering an engineering firm's website to better better reflect their mission and services.
From plastic boxes to technology solutions; increasing the marketing bandwidth of a manufacturing company to deliver a competitive edge in telecommunications.
A cute little Inuit character, a reindeer and a robot transform the holidays for this leading electronics retailer.
Global brand building by design. Shining the best light on luminaires targeted to architects and interior designers.
A connection to our past. Leveraging local history for an authentic pizza and old world Italian cuisine neighbourhood experience.
After launching this coffee company's new identity we take our morning coffee much more seriously.
Walking the fine line from grape to bottle. A talented couple take on the best of BC wine.
Rebel. Ignite. Commit. A fitness company starts over with a new strategy, brand, website and iPhone app
We ask ourselves, "What would Jesus do?" for this online social network site identity.
From deep space to exploring the potential, dreams, aspiration, creativity and imagination of an entertainment company.
Bringing a regional library system into the 21st century. Looking beyond books and exploring semaphores.
The latest in printing technology piggy backs on rock posters by legend Bob Masse.
The more we know, the better we eat. Merging technology with the sustainable farming methods of our past is our future.
‘In the Kitchen’ goes independent. Taking the Industrial Brand food blog to the next level.
Overcoming ubiquitous postal imagery and brand confusion with a little green ball.