FAQs
Q1. What is branding?
Branding is the marketing term to describe the process of building a favorable image for a product, service or organisation that differentiates it, in the minds of the public, from competitors or other institutions.
A brand is a collection of perceptions in the mind of the consumer. It is constructed over time and is influenced by the experiences of the consumer, so there is a clear relationship between brand and reputation.
The brand position of La Trobe University is held in the minds of those who know of the University. Communicating the positive attributes of the University helps improve our reputation and how the brand is perceived.
Q2. Is this just about creating new logos and taglines?
No, it's more than that. However, logos and other design elements are the visual representation of the brand and an important aspect of the overall brand rejuvenation. Rejuvenating or revitalising the brand involves a comprehensive approach to the way we communicate and represent the University.
Q3. Why do we need a brand rejuvenation for La Trobe?
La Trobe University is at a critical point in its development. There are indications that we have slipped against some measures of success. The Strategic Plan has been devised to move La Trobe forward, to build our reputation and increase our 'scorecard' against a range of measures related to education and research.
The brand rejuvenation is part of our strategy to improve.
La Trobe has quite a strong brand throughout Victoria and some of our international markets. However, in an increasingly competitive higher education market we need to continue to strengthen the brand and to create differentiation from our competitors. Communicating all the qualities and contributions of La Trobe is important for building on the University's reputation and enhancing future growth.
Updating the La Trobe visual identity and introducing the new tagline, infinite possibilities, is intended to capture the spirit and direction of the University.
Q4. What are the core values that we are representing?
La Trobe University's institutional values guide our research, scholarship, teaching and organisational practices, and we commit to them:
- Responsibility — social justice, equal opportunity, cultural diversity and environmental sustainability;
- Relevance — education as a lifelong and interactive experience that produces responsible global citizens;
- Critical inquiry — freedom of expression, rigorous inquiry, and dialogue with the society at large;
- Integrity — adherence to the highest ethical standards and mutual respect;
- Participation — active involvement of staff and students in decision-making processes that are transparent and effective;
- Excellence — commitment to high-quality, high-impact teaching and research.
Q5. How were these values identified?
These core values were identified during the Green Paper consultative process. They relate to our historical identity (determined by the act of parliament that established La Trobe) and to our aspirational identity in a changing higher education landscape and society in general. The wording was decided by the Senior Management Team.
Q6. What are brand messages and how are they different to our values?
Brand messages articulate what differentiates us from our competitors. They are in keeping with our core values, but are more focussed on our relationship with our target audiences. Brand messages articulate and reinforce the brand positioning. The meaning of these messages will be communicated through the images and text used in our external and internal communications.
Brand Messages
- We are bold enough to think we can change the world — and we do
- We have a hunger for life long learning
- We create knowledge that makes a real difference to people and their lives
- We embrace people and ideas from every corner of our planet
- We inspire a sense of belonging to our campus community
- We minimise our environmental impact and encourage others to follow our lead
Q7. Who are our target audiences?
Leaving aside for the moment how we do business with each other within the University, our external audiences (or consumers), both domestic and international, can include the following:
- future undergraduate and postgraduate students
- current students and alumni
- clinical and field placement partners
- education, research and enterprise partners
- local, state and federal governments and agencies
- local and regional communities
- goods and services providers
Q8. Will the La Trobe logo be changing?
The La Trobe logo is widely recognised and has a history with the University. The eagle coupled with the black text and red horizontal bar will remain unchanged. We have introduced the 'infinity' as an additional element to express something new about the University.
Q9. How was the 'infinity' and the tagline Infinite possibilities chosen?
The brand rejuvenation process began in 2006 with the branding review conducted by 'Prospect Marketing'. It continued to be informed by the Green Paper discussions and the subsequent Strategic Plan. After a competitive tender process, the successful creative idea was the Infinite possibilities concept.
This concept was extensively tested with a range of focus groups representing our target markets and has been seen to be a very positive way of representing the values and aspirations of the University.
Q10. What will the existing La Trobe armorial bearings be used for?
The armorial bearings will continue to be used for selected corporate and ceremonial purposes such as graduations.
Q11. Is the 'infinity' a new logo?
No. The 'infinity' is a creative device which adds value to our visual identity by communicating more about our brand.
Q12. Where will the new visual identity be seen?
You will see a fresh look, including images, fonts and colours in advertising, promotional material, business cards, photography and other visual communications, stationery, websites, and signage.
Q13. Can the 'infinity' be used on its own without the La Trobe University corporate logo?
Guidelines on placement and relative positions of the logo and 'infinity' can be found on La Trobe's online brand style guide in the Staff Resources section of this website.
Q14. Who can use the 'infinity'? For what purpose is it to be used?
The 'infinity' can be used only by La Trobe University staff in conducting official La Trobe University business. Third party use of the La Trobe University logo and 'infinity' is subject to approval and review by Marketing and Promotions. For further information, please contact Marg Pittaway on (03) 9479 5145.
Q15. Do I need to use the 'infinity' on La Trobe University stationery?
No. Stationery suites have been redesigned and can be ordered from Campus Graphics. New letterhead and other templates will be available for download from the Templates page.
Q16. Can I continue to use the old stationery?
Yes, in the interests of sustainable use of resources the old stationery should be used up. When stationery is reordered, you will notice that it follows the new style guides.
Q17. How do I get new stationery and where can I find electronic files of the new visual identity?
Corporate stationery can be ordered from Campus Graphics. Examples of new visual identity materials such as A4 flyers, posters, public lecture invites and pull-up banners are available on the online brand style guide from the Staff Resources section of this website. If you are requiring design services or artwork files, please contact Campus Graphics or your faculty/business unit marketing staff representative. If you wish to discuss applications of the visual elements not covered in the style guide please contact Marg Pittaway on (03) 9479 5145.
Q18. Does this brand rejuvenation apply to all La Trobe campuses?
Yes, we are one university across seven campuses. The brand and use of the updated visual identity apply to all the University's campuses and units.
Q19. How do we manage situations involving "co-branding" with other organisations?
are guidelines on co-branding which must be adhered to. If you require advice about a particular co-branding situation contact Marg Pittaway on 03 9479 5145.
Q20. If I require more information on the brand rejuvenation and its implications or I have feedback to give where do I go?
You can contact Marg Pittaway on 03 9479 5145 or email dme@latrobe.edu.au.
Q21. Where can I buy clothing or other merchandise displaying the new visual identity?
You should see clothing and other merchandise appearing with the updated visual identity within the next few months. These will be available at the University bookstores and Image La Trobe shop.
Q22. If I require more information on the brand rejuvenation and its implications or I have feedback to give where do I go?
You can contact Marg Pittaway on 03 9479 5145 or email dme@latrobe.edu.au