A BRAND TAKES SHAPE
Work began on the new Queens brand in 2021, when Philadelphia-based Truth and Consequences, a national branding agency with higher education expertise, was chosen to lead the efforts. An initial discovery phase involved looking at other institutions in the marketplace, looking at Queens’ history and talking with various audiences — a lot of them. Alumni, staff, faculty, current students, prospective students, parents and others were asked a host of questions about Queens. “A few key themes started becoming more and more
obvious during our research,” remembers Steve Penning, co- founder of Truth and Consequences. “It was clear that Queens is a place for self-starters who just need a push, and at Queens they receive it through unparalleled support from faculty and
staff. The experiences these students have — especially being part of a major, growing metro area — mean they graduate more career-ready and have the skills they need to make a difference immediately aſter leaving Queens.” Aſter developing the brand direction, researchers
conducted more formal quantitative studies with several audiences, including some who knew nothing about Queens. “Our research showed that once people know about
Queens, it’s memorable for them,” Penning said. “What we love about this new brand we developed with Queens is that nothing fundamentally about the institution is changing — we don’t want to change a thing about who Queens is or what the university offers. There are already such incredible stories to share and impactful programs and people to highlight. This brand simply provides a beter platform from which to share the Queens story with the world."
FONTS
Bold fonts are used throughout the brand, mixed with a variety of purposeful accent fonts to match different tones.
SPORTY FONT FORMAL FONT YALS 8-BIT FONT SCIENTIFIC FONT O RI E
Students pose with mascot Rex the Lion to celebrate the launch of the new Queens brand on March 13. In addition to a photo-op with Rex, students, faculty and staff recieved new T-shirts, tote bags and stickers showcasing the new branding.
18 QUEENS MAGAZINE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
