Last week I wrote about how we “set the stage” for establishing a “brand identity” for Florida Keys Community College (FKCC). We did so by soliciting feedback and determining how our constituents (and potential constituent groups) perceived the college and its accompanying logo’s (letters quite literally in boxes of primary colors), taglines (Start here, go anywhere), and services. We then set about determining consensus on a shared vision and mission statement. Those statements were defined as follows:
Enriched by its unique island location, Florida Keys Community College provides student-centered post-secondary degrees, life-long learning opportunities, and workforce development initiatives which enhance the educational, recreational, economic, and cultural environment of the Florida Keys .
The college will be the premier educational and cultural center of the Florida Keys.
With this focus on the islands, the tagline was clear: Island Living, Island Learning. Unlike the former tagline, this statement elicited a unique concept that fit the college’s program mix, which follows and contributes to the island economy.
The island concept lent itself naturally to new colors – we moved away from the primary red, blue, yellow, and green blocks to vivid aqua blue and bright, tropical green.
Original FKCC Branding
Island Living / Island Learning
The new branding image was received from Students, Faculty and Administrators alike and our enrollment numbers soared.
