CNC Quesnel regional principal Tim Lofstrom speaks during the March 1 launch of College of New Caledonia’s new visual identity and brand. Lindsay Chung photo

The college of new possibilities: CNC launches new brand

As it prepares to celebrate its 50th anniversary, College of New Caledonia rebrands

In his second day on the job, College of New Caledonia (CNC)’s new regional principal for Quesnel, Tim Lofstrom, helped launch the college’s new brand.

It was a big day, and one Lofstrom met with enthusiasm and a desire to encourage others to move forward.

“I’m really proud to be part of CNC and be part of the rebranding here,” Lofstrom told the crowd gathered in the college’s atrium to celebrate the launch of CNC’s new brand March 1. “For me in my new role here, I’m all about moving forward into the future, and it’s a very exciting time.”

Lofstrom told the crowd he thinks they should all be “genuinely proud of how we serve our community and how we respond to the needs of our community.”

“What I encourage everyone to do as part of my role as president is I want to encourage you to ignite what your passion is,” he said.

“I think those conversations we have every day are moving forward, building bridges and are a dynamic way to move people forward. What I look forward to is that sense of connection with everyone, to sit down and connect … and to leave each day from this college proud of what we are accomplishing.”

During the rebranding presentation, speeches were broadcast live from the Prince George Campus, and all six regional campuses were connected through video for the launch, a first for the college.

In a video, CNC board of governors president Gil Malfair acknowledged the hard work of Alyson Gourley-Cramer and the communications team, the steering committee and the operational teams who have helped extend the college’s visual identity.

“A project like this is highly a team effort across campuses and across departments,” he said.

Malfair says he was a member of the board when this project was first approved, and he had his questions about it, but he has no questions now.

“This project has really helped to characterize CNC,” he said. “This project is more than a new logo. It has involved the training of over 100 employees to date. Over 400 photographs were captured, new videos have been developed, and a new website will launch in May. In the past, we relied on stock photography to tell our story, but this project has allowed us to evolve. The board is proud of this new direction.”

CNC president Henry Reiser was skeptical too.

“Initially, I thought this was just a waste of money and wondered why would we go through this exercise,” he said. “But over the last 14 months, I’ve come to appreciate the collaboration that goes into a new brand. This is not a superficial project. I really believe it’s worth the investment.”

Reiser feels the new logo and new brand really connect all of CNC.

“CNC”s look was disjointed and inconsistent, and our visual identity didn’t match our reputational score,” he said. “Our logo had lost its meaning, and our output was inconsistent. CNC hasn’t rebranded since 2004, and we had a minor update in 2014, but most places don’t go 10 years without a rebrand. Research has shown visual identity is a big reason why people choose a school.”

CNC, which is nearly 50 years old, hired Léger Marketing to research its brand in November 2017 and discovered a disconnection between the college’s reputation and its visual identity.

Though CNC had a reputation score within its region on par with brands such as Shoppers Drug Mart and Google (81 per cent), only 45 per cent of respondents had a positive opinion of CNC’s current logo, with only 21 per cent thinking it stood out among other colleges, according to a press release from CNC.

One month later, in December 2017, the Characterizing CNC project launched with a goal to unify the college through a new visual identity, brand, and website.

Throughout the next 14 months, the college undertook a process that included interviews, collaborative workshops, feedback sessions, and steering committees with hundreds of current and prospective students, employees, instructors, alumni, donors, partners and stakeholders. All of that work culminated in the March 1 brand launch.

The pillars of CNC’s new brand are inspiring movement forward, bringing people and potential together, and nurturing strength.

“[The new brand] will permeate our decisions and affect our service delivery, and because it is the result of so many departments working together, it confirms who we are,” said Reiser.

Alyson Gourley-Cramer, CNC Executive Director of Communications, says CNC’s new logo is the centrepiece of the college’s visual identity.

“It’s a bold, contemporary word mark that still holds heritage,” she said. “Our colour palette is bold. The refreshed red is in much of the art of the 21 First Nations in our region. There is burgundy from our earlier logo. The bar in the logo … it reflects our connection to nature, it acts as a bridge between learners and instructors. It can also be a fun thing — fill in the blank. And it can emphasize and highlight.”

The new logo features a bar that is meant to represent what CNC considers one of its most important brand qualities — connection.

CNC says it is meant to inspire movement forward and connect people to potential.

“As we move away from our colonial past, you’ll see our new logo gives us the opportunity to replace “Caledonia” with words like ‘opportunities,’ ‘perspectives,’ ‘challenges,’” said Gourley-Cramer. “Our new logo gives us room for growth.”

The rollout of CNC’s new visual identity is a phased approach to signage and asset replacement, leading to a celebratory event in September for CNC’s 50th anniversary year.

As part of the rollout of its new brand, CNC will launch its new website this May.

“Coming here and being new to the campus, I fully believe in what the new logo means,” said Lofstrom.

“I think, together, we need to take up the challenge and fill in these blanks.”

READ MORE: CNC feeling positive

 

An example of the new visual identity for College of New Caledonia. Lindsay Chung photo

One of the aspects of College of New Caledonia’s new logo is that it gives people the opportunity to replace “Caledonia” with words such as “perspective.” During the launch, students and staff members “filled in the blank” with words like “connections,” “possibilities,” “beginnings” and “direction.” Lindsay Chung photo

Just Posted

Business training funds still available for businesses impacted by 2017 wildfires

Businesses with less than 50 employees, less than $250,000 net profits eligible to apply for reimbursement of training expenses up to $10,000

UPDATED: Air quality and dust advisories ended for Quesnel

Meteorologist Ralph Adams said having both advisories at the same time was unusual

Where the Rivers Meet Country Bluegrass Jamboree: a brief history of the Quesnel festival

The Cariboo Country Bluegrass Society reminisces about their time hosting the jamboree

Federal budget focuses on the middle class

Cariboo-Prince George MP Todd Doherty releases statement calling the budget a cover up.

Forestry Ink: learning about snow fleas

Snow fleas are a sure sign of spring

VIDEO: The ‘most cosmopolitan’ of butterflies could migrate to B.C.

The painted lady butterfly will likely arrive this summer from Southern California

Is it a homicide? B.C. woman dies in hospital, seven months after being shot

Stepfather think Chilliwack case should now be a homicide, but IHIT has not confirmed anything

Indecent caller handed 18-month conditional sentence

Vancouver Island man pleaded guilty to making indecent phone and video calls to women across B.C.

Sources say Trudeau rejected Wilson-Raybould’s conservative pick for high court

Wilson-Raybould said Monday “there was no conflict between the PM and myself”

First Nations public art piece stolen in Nanaimo

Spindle Whorl went missing over the weekend, according to Nanaimo RCMP

Father-son duo at B.C. Children’s Hospital helps new dads fight depression

The pair teamed up to introduce the only known research-based mindfulness workshop for new dads

Mexican restaurant in B.C. told to take down Mexican flag

General manager of Primo’s Mexican Grill in White Rock: ‘I’ve never heard of anything like this’

B.C. NDP moves to provide tax credits, tax cut for LNG Canada

Provincial sales tax break of $596 million repayable after construction

COLUMN: Smart phone too powerful a tool to yank from students’ hands

Rather than ban them from schools, let’s teach kids to harness their phone’s power and use it properly

Most Read