Southampton Solent University

Following the news that it had achieved university status in 2005, Southampton Solent University appointed Proctors to develop a new brand identity – on an ultra-tight two-month turnaround.

But the deadline was just the start: Solent needed to carve a niche in a highly competitive marketplace of established universities.

The Proctors response
Many universities base their identity around a logo referencing the past, using crests or coats of arms to convey longevity and credibility.

But if you’ve no history or reputation to trade on, where do you begin if you want to stand out? It’s simple. You throw the rulebook out and look to your strengths. You concentrate on that indefinable essence that makes a place more than bricks and mortar. Soon enough, the Solent ‘spark’ was born. A simple, graphic device – no fuss, no frills – the spark feels clean and modern, standing out in a sea of heraldic imagery.

Brand guidelines were created, incorporating a new strapline ‘spark your imagination’ to define the altogether more exciting experience students can look forward to. A bright primary palette of red, black and white was decided. Simple, contemporary use of silhouette imagery expresses the joy of learning at Solent, and the warm, bold, highly saturated secondary colour palette adds life and depth.

The results
Solent’s new identity was rolled out through exhibition stands, signage, website, promotional packs, student recruitment at clearing campaigns, outdoor advertising, venue advertising, viral and HTML email campaigns, radio advertising, and press advertising.

And Trevor Thorne, Solent’s Director of the Marketing & Communications Service, was very pleased with the results:

“Proctors produced a new visual identity and brand messages of a very high standard, and has played a significant role in our marketing ever since.”