Our New Brand Story

Connected Engaged Inspired

A fresh start. A new look. A renewed voice. This is the new MacEwan University brand.

We've taken all the ingredients that make MacEwan University an amazing place and built an 
expressive new concept that defines who we are now and who we're going to be.

"Hey, wait a minute... where's the logo?"

Oh yes, pop over to the New Brand Look page and you'll find a proud new visual identity that is making its mark across all our campuses and in communications across the city. But the MacEwan University brand is more than our logo.

The brand is what we stand for as a university — and the impression we create that sticks in people's minds. Our new brand concept: "Connected. Engaged. Inspired." is a concise way of summarizing the kind of engaging, quality education and unique student experiences that MacEwan University provides. It's our promise to the world.

The impression of our brand comes from everything that we do, everything we show, everything we say — our brand is the total expression and effect created by our identity, communications, programs, services and the experiences we create for everyone who engages with MacEwan University. You could say that the expression builds the impression — and that creates our reputation as an institution.

It really comes down to telling the MacEwan University story.

To do this we've created what we call a 'Brand Platform'. Five essential elements that define and differentiate our university. This platform identifies the way we talk about the uniqueness and value of MacEwan University and the image that we project.

Our Brand Platform was created with extensive consultation and involvement of the university community. In the spring of 2012 we began a comprehensive consultation with students, faculty, staff, alumni and many of our external friends.

The goal was to define our unique identity and story. But also to lay the foundation for all our strategic planning moving forward — and clearly defining who we are as a university and our role in the post-secondary world. And the results were compelling — an amazing story to be told and a bold plan to be made. The future is ours to design.

THE BRAND PLATFORM: "CONNECTED ENGAGED INSPIRED"

This is the MacEwan University Brand in 5 parts. A story about how a MacEwan University education and experience inspires and equips you to succeed — and make a real difference in the world.

1. University Pillars: 
8 big ideas that define our core commitments as a university. These are critical in laying the foundation for who we are, strategic planning, and all the decisions we will make going forward.

2. Brand Position: 
A statement that defines our distinctive brand profile, purpose and benefit as a university.

3. Identity & Logo: The visual trademark that defines our proud name and new image.

4. Brand & Tagline:
 The concise statement and identifier that summarizes our positioning in a single brand promise.

5. Communications:
 Strategies, creative tactics and advertising messages — from cool campaign concepts to the value propositions we deliver to all our audiences. This is where the rubber hits the you know what...

THE BRAND PLATFORM

University Pillars

These 8 ideas define our core commitments as a university. Dedication to these ideals is part of what makes us a great institution and a great brand. It's these ideas that are laying the foundation for who we are, providing direction and context for our strategic planning as an institution, and guiding the decisions we make going forward. Because a successful and authentic brand is not just about what we say… it’s about what we do. How we bring the brand to life and live up to our promise.

Students First
Focused on learner-centred teaching, student growth, opportunity and achievement.
FOCUS: DEMONSTRATE OUR INSTITUTIONAL COMMITMENT TO TEACHING AND LEARNING.
Personal Learning Experiences
We are a welcoming, intimate and inspiring learning environment where the individual

student - the whole person - thrives.
FOCUS: SUPPORT THE UNIQUE KIND OF EXPERIENCE A STUDENT WILL HAVE HERE. LEARNING AND GROWING.
Quality Education
Excellence is achieved here by combining a first-class education with an extraordinary

student experience.
FOCUS: SUPPORT A DISTINCTIVE 'MACEWAN' FORMULA FOR EDUCATIONAL EXCELLENCE THAT WE CAN BE PROUD OF.
An Engaged University
A 'connected' culture where students, faculty, staff and the community are linked — 

and collectively, collaboratively engaged in Realizing their full potential.
FOCUS: NURTURE OUR UNIQUE AND VALUABLE CONNECTIONS AND RELATIONSHIPS.
At the Heart of the City
A vibrant and vital urban experience. We are a hub of creative, scholarly and cultural activity in the core of the city — building, sharing in, and contributing to its growth and prosperity.
FOCUS: CONTINUE TO ADD TO THE ENERGY AND EXCITEMENT OF OUR UNIVERSITY’S URBAN EXPERIENCE.
Sustainability
We are committed to creative approaches to sustainability in education and campus operations - activating solutions for positive environmental, social and economic impact.
FOCUS: DEMONSTRATE OUR COMMITMENT TO SUSTAINABILITY IN EDUCATION AND CAMPUS OPERATIONS.
Student-Engaged Research
We support and foster research and innovation that engages students, faculty and the community across all our programs.
FOCUS: SUPPORT RESEARCH THAT IS OPEN, ACCESSIBLE AND CONNECTED TO STUDENTS, FACULTY 
AND THE COMMUNITY.
The MacEwan University Spirit
Our youthful energy comes from a pervasive excitement about the future — about how all of us can contribute to helping the university grow and succeed.
FOCUS: ENGAGE OUR PEOPLE IN FORGING A NEW HERITAGE AND TRADITION FOR MACEWAN UNIVERSITY.

POSITIONING

A statement that defines our distinctive brand profile, purpose and benefit as a university. This is essentially the brand "DNA" that determines how our brand looks, speaks and behaves.

MacEwan University inspires its students with a powerful combination of academic excellence and personal learning experiences. We provide a transformative education in a creative, collaborative and supportive learning environment.

We are an engaged university at the heart of the city where creativity and innovation thrive, and a unique student experience opens up diverse pathways for achievement and growth.

IDENTITY AND LOGO:

The visual trademark that defines our proud name and new image. This brand identity was developed based on ideas that are essential to the MacEwan University brand story. The 'tower symbol' represents our sense of place, and celebrates the distinctive heritage of the MacEwan University architecture, locale, and our future as a consolidated downtown campus at the heart of the city. And, in a more cultural way, it represents our sense of community… where people and ideas have come together to achieve extraordinary things.

If you want to read and see more about how this identity came to life, check out the New Brand Look section.

 

BRAND TAGLINE AND THEME:

The concise statement that summarizes our pillars and positioning in a single brand promise:

Connected Engaged Inspired

MacEwan University connects students in ways that are different than many other universities... such as our small class sizes and close links to instructors and fellow students...

We are a highly engaging teaching and learning environment, where students are given both high
academic challenges and a more hands-on interaction with their chosen fields, with closer, more active ties to business, industry and the community...

And our university inspires students, with a very welcoming, passionate and innovative culture — and the extraordinary opportunities that our people are given access to... and can create for themselves.

 

COMMUNICATIONS AND MARKETING:

Strategies, creative tactics and advertising messages — from cool campaign concepts to the value propositions we deliver to all our audiences. This is where the rubber hits the you know what...

The MacEwan University brand is so much more than a logo. It's a story that continues to unfold. It's a story about how a MacEwan University education and experience inspires and equips you to succeed — and make a real difference in the world.

If you go to a university — and you should go to a university — where you are connected, engaged and inspired, you’ll be prepared to take on just about anything in your life and your career... and extraordinary things can happen. Our brand launch campaign showcases the defining moments when you have the confidence and ability to take that next step, take the stage in whatever part of your life and work… and create something amazing.

This MacEwan University brand, our new look, identity and the story that goes with it reflects both our sense of place and purpose in providing engaging, quality education at the heart of a great Canadian city... Our brand is "Connected Engaged Inspired".

HOW THE BRAND DRIVES STRATEGY

All the great input we’ve gotten from our people, and all the brand and culture work that has happened since, also is driving the strategic planning of the university. Our University Pillars, in particular, are being used to direct a strategic envisioning process that will influence our institutional planning for years to come.