Purdue Brand Direction Presentation

– But we’re grateful you’re here I won’t keep you very long because there’s a lot of great information to get to But the last time we were together was a little over a year ago, I think it was in June of last year where we shared with you some results of a survey that was done in cooperation and collaboration with SME, which is Learfield’s marketing arm We sent out about 250,000 surveys, 9,000 responses, which is a great return We found out a couple of things which we thought, but it’s great to be confirmed through research One is that everybody here, whether it’s faculty, students, alumni, staff, have immense pride in this university I know everybody in this room does, including me The other thing we found out was there was a lot of fragmentation, a lot of confusion about the brand I had an opportunity to talk to the trustees in February, told them the good, the bad, and the ugly, mostly good But nonetheless we have work to do, that’s why you’re here today So I just wanted to welcome you, thank you, we’re gonna talk a little bit about those findings, about the way forward But one of the things I want to relay to you is that we’re really here to be good stewards and good partners with you This is kind of together marching to a brave new world so to speak, in a way that we haven’t done before so we look forward to working alongside you and collaboratively with you We urge you to continue to reach out to us Again, we’re a tremendous resource but I know there’s gonna be a lot of questions So please look at us as partners, we’re here to be helpful And with that I’m turning it to you Mark? – Yes – Okay Thank you again, thanks for coming on this gorgeous day – Thank you, Julie – Thanks – I am Mark Craft, I have had the privilege of being here just over three and a half years And I have over 30 years experience in corporate communications, branding, marketing And I spent a few years in the news media So I’ve really been able to see from both sides how brands work, both as a journalist and both as a professional communicator and marketer I came to Purdue from Raytheon where I was communications and marketing lead Before that I was at Anthem in Indianapolis Before that I was at Duke Energy And I also spent time at Simon Property Group, and Hillenbrand Industries Can’t hold a job, I guess, but in all of that corporate experience, I’ve either been directly responsible for brand management and governance or was part of the team that was responsible for that This is our agenda We’re up to me now And before I turn it over to Emily Blue, who is Purdue marketing’s Manager of Brand, Advertising, and Sponsorships And then after her you’ll hear from Mary King, who’s our Senior Director of Marketing and Operations, and she’s also responsible for trademarks and licensing I just want to spend a couple of quick minutes to talk about the Purdue brand, and why protecting it is so important Last year about July, Purdue switched from the collegiate licensing company CLC to Learfield licensing CLC’s based in Georgia, Learfield is based in Indiana And so as Julie said, we used that opportunity to do extensive research on the Purdue brand We did both quantitative and qualitative research, with online surveys and in-depth interviews The links to the surveys ran in Purdue Today, it was a very extensive sample, you’ll hear more about that in a minute But just by a show of hands, how many of you took part in that survey or were involved in the interviews? Okay, a very good showing thank you Thank you for your feedback on that The upshot of that research was, is that respondents thought that there are too many marks and logos Several respondents didn’t even know which marks and logos are official, and I think we can all appreciate that So the overarching conclusion was that instead of confusion and proliferation, there needs to be unification and simplicity So that led to, as Julie said, the Purdue Board of Trustees

taking up the Purdue brand earlier this year And that ultimately led to President Daniels’ brand governance directive of July 6th of this year And I’m sure you’re all familiar with that But just a note about the trustees We have some brand heavy hitters on the board of trustees now We have Don Thompson, the former Chair and CEO of McDonald’s, who lived and died by the McDonald’s brand We have Vanessa Castagna, who worked for Mervyn’s department stores and Target And before that she did a stint with Federated, which owns Macy’s and Bloomingdale’s We also have Michael Klipsch, part of the Klipsch Audio Group, which now owns major brands like Audiovox, which is a global brand They even own the RCA brand now So they took this to heart and that’s what led to the President’s directive And that is really why we’re here So to set the stage this afternoon and level, set, and calibrate all of this, and a lot of this is gonna be preaching to the choir, I know The brand isn’t just a set of rules and standards and guidelines for proper use All of that is important But more important is the fact that a brand is really an organization’s way to express its culture In our case it really expresses the dynamic culture of discovery that’s on all of the Purdue campuses and statewide locations, and the people who make and create that culture It’s Purdue students, faculty, staff, all of you in this room, basically anyone having a vested interest in Purdue How many of you are familiar with Zappos, or do business with Zappos? Okay, I really what like what their CEO says, Tony Hsieh, “Your culture is your brand,” and that is so true So this is the Purdue brand This is the Purdue signature logo, and you may call it, you may hear it referred to as the Purdue signature mark The point is, it’s a very strong brand, as the research showed, especially internationally The further away we get from West Lafayette, the stronger this brand becomes, even more so than the Motion P, which is the primary athletic mark There’s a lot of confusion internationally about the Motion P, people confuse it with the Pittsburgh Pirates logo There’s a lot of high schools that have borrowed it so to speak But this is really a very strong brand And with so many great things happening at Purdue, this is our opportunity to showcase all of that to the world, with a really strong and unified brand The Purdue signature logo we maintain is as venerable and strong as these international brands And to Tony Hsieh’s point, if your culture is your brand, what do you think about these companies when you think of them and see their brand logos? You know, what comes to mind, that’s really the key To protect their global reputations and brand equity, which is proven to have a real financial impact as well as a reputational impact, these companies don’t stray from these basic marks, and they are ruthless about protecting them Unfortunately in the last several years, and for a number of reasons, we have strayed from our strong basic logo and mark, essentially our brand This is merely to illustrate how we have all let the Purdue brand become wrongfully modified, and highly fragmented Think of the confusion this causes for our stakeholders, which was proven by the research And that led to brand dilution And these are the approved academic lock ups, which Purdue Marketing approved That was pre me of course, but I’ll still take the blame But look at the signature mark at the top of the slide, and then look how all of these academic lock ups are And the research showed that when participants were shown these lock ups, all they saw was the black Purdue part of the logo They didn’t even see the college name

And as a result on the lower half of the slide you can see the extreme this brand dilution has been taken to Again, this is not to place blame, although there might be a little there for Purdue Botany and Plant Pathology, being in crimson But again, it’s not to place blame, but merely to show that with our very solid research, we have a major opportunity to rectify all of this And that’s why we’re here As President Daniels likes to say, “We sing louder when we harmonize together.” And next you’ll see how that is being accomplished So thank you very much for your kind attention I’d like to turn it over to Emily Blue now, who’s gonna talk about some very exciting things that are on the horizon coming all of our way, thank you (audience applauding) – Oh, thank you Thanks Mark, for those of you who don’t know me, I am the Manager of Brand, Advertising and Sponsorships here at Purdue And my quick background is that I’m a proud Boilermaker, graduating from the School of Communication, and I then went to work for Cardinal Health, a Fortune 500 company in their marcom department, and managing their brand and marketing collateral And then I came back to the region and I worked at Dearing Group for a number of years as a copywriter and then later as the media director before coming here to Purdue and working as a marketing strategist at first alongside many of you in this room And now I’m in my current role, so proud Boilermaker and really excited to be in this role and to help with some of these refinements to help strengthen our reputation and our brand on a global scale So for a while now Purdue marketing has realized that we’ve needed to do some brand refinement activities by mapping out the parameters of the use of all of our various university logos The overall objective of that brand refinement initiative is to leverage brand recognition and equity by setting a clear, consistent direction with brand use among internal stakeholders as well as producers of the Purdue product, which are also known as licensees As Mark mentioned we partnered in 2016 with SME, the research arm of Learfield Licensing, and we did the extensive brand study Over 9000 respondents we had to our Qualtrics quantitative survey and the objective of that was to conduct a baseline assessment of our awareness and understanding of Purdue’s logos and trademarks among key stakeholders SME then conducted one on one interviews on campus with stakeholders with the objective of understanding the perception of Purdue’s institutional branding and architecture, from both and internal and external perspective, as well as the perception of our apparel and merchandise The result of our combined research aligned and SME offered up the following strategic recommendations First, “To present a consistent brand image “and encourage appropriate use of its assets, “Purdue must adopt a centralized brand management system “This system must empower Purdue’s Office “of Marketing and Media with jurisdiction “to enforce precise guidelines, “a formal approvals process and implications for misuse.” So this recommendation was fulfilled with the brand governance memo that was sent out by President Daniels on July 6th Marketing and Media has always technically been responsible for managing and protecting the Purdue brand, but as you saw on the brand fragmentation slide as Mark shared, some had to be reminded If you have not seen this memo, then you can actually view it as well as every other Elist 39 that went out by just you can Google Purdue Elist 39, or I believe it’s just purdue.edu/elist39 Or we do have the brand governance memo on our Purdue brand website If you click on strategy you can view the document there and a supplemental document as a resource So, check that off the list, recommendation made and recommendation fulfilled All right, the second recommendation from SME was, “The University’s architecture should be refined “to establish a concise and consistent brand identity “The Motion P should be considered to serve as” the university’s approved secondary mark So another one that we can check off the list We have officially opened up the Motion P for use by academic units on their promotional items This comes with some restrictions It’s a federally registered trademark logo and with that comes rules in order for us to keep it in that status

So it’s nothing that we just make up ’cause we’re mean, these are things that we have to do to protect the status of this mark So it can’t be paired with your academia lock ups or co-brands, it needs to respect the protected area around the logo, et cetera So full guidelines will be added to our website in the coming months, there was a previous athletic guidebook when the logos, the new Motion P and the new Boilermaker Special were released in 2012, but that book has since been outdated, and so it’s not on the web, but we will include full guidelines on use by especially academic areas, as well as student organizations on our brand toolkit, which I’ll get to in a second So yes, you are able to use the Motion P, but again on promotional items only Because remember that our baseline assessment of logos showed that the Motion P does not communicate Purdue or all the qualities that the university wishes to exemplify For example it ranked number one for pride and championship but it ranked in the lower half for academic strength, stability, global leadership, tradition, and success Not surprising, the signature logo did rank first in stability, global leadership, community, and success And second in forward thinking and academic strength So I keep referring to this research study, and I know that not everyone was here for the original presentation a year ago when SME, our combined research So we are happy to send you that full report that was conducted by us and SME So again after this meeting you’ll receive a follow up email and a survey, and it’ll have in the email details on how to request a copy of the report Okay, strategic recommendation number three was “a refined co-branding system “beneath the University’s primary signature logo “should be established to serve “each of Purdue’s programs and schools.” So here we have our current marketing and media co-brand logo as we call it So, the new co-brand system which we are rolling out will better highlight the unit name and allow for more flexibility Its larger, bolder font will be more legible on applications such as apparel, and more friendly for digital use Here’s the big reveal, and let me tell you it’s not that big of a difference, but it’s a very important difference Again, it just puts more emphasis, it doesn’t detract from the Purdue University mark but yet it puts your department, school, program, you know, whatever you wish to convey, more front and center, and it’s much more legible for you So while we were exploring the new co-brand architecture we realized that we needed to take a step back and examine the academic lock ups that we’ve allowed So here’s an example kind of a lock up You know, remove the word university and put whatever you want almost So not long after the Purdue signature mark was adopted stakeholders began to voice the desire for branding that was more focused on their college, school, or department So in lieu of giving them their own individual logos, we created the lock ups where again the university was replaced with the name of their college, school, or administrative unit Unfortunately the compromise combined with a lack of oversight opened the doors for eventual creation of dozens of lock ups By existing in so many altered forms, the Purdue University signature mark’s visual integrity and brand equity has been significantly diluted and compromised In a well curated logo system, the primary mark should never be presented in partial form or in a combination with any other words or graphics By eliminating the lock ups completely and creating a more robust and flexible co-brand system we rebuild a strong foundation for the Purdue brand in the long term So back to the new co-brands Because of the flexibility we have vertical, horizontal, and even a double tier architecture, allowing you to customize your preferred logo based on the audience for each piece of marketing collateral Here are some examples of the vertical and the horizontal orientations And here is an example of the new double tier logo So one thing to remember is all of this is that your logo does not need to explain everything to your audience It’s not the place to cram every layer of your organizational structure It’s good to think of it from an environmental standpoint What primary piece of information does your audience need to know about you Are you just part of Purdue or are you part of a department housed within the College of Health and Human Sciences, for example Choose what’s most important to communicate to your audience and try to keep the logo as clear and concise as possible And if you have trouble determining what that is, I’m sure that your department communications lead, if you’re not in that role, or of course Marketing and Media are more than happy to help you and provide illustrations

So one important thing to note is that while your co-brand logo or the signature logo should always serve as your official identity mark, your official logo We’re not asking you to cease use of any other graphic elements that were created to reflect your individual identity of your program or department Many of you have actually had brand family looks created by Marketing and Media, which help share your identity and shape it within the institutional brand You are encouraged to continue to use your unique identity, but always pairing it with the official mark This will help us build equity for the Purdue brand and it’ll directly link your respective areas with a world-renowned institution So again, this is like I think one of the most common misconceptions after brand governance memo went out, was that you couldn’t use any of the some of the primary graphics that you’re currently using You can use those as a graphic element, again, or part of your brand family look, but again they just need to be partnered with the official logo to build that brand equity Because there are lots of examples we’ve found of a unique identity that an area had been using on campus that might not be any shade of black or gold and might not even say the word Purdue So if it’s standing alone you’re not clearly communicating what a great institution that this program or this school are a part of And so we find that’s very important and it kind of does a disservice to you if you don’t link to Purdue, ’cause we think we’re pretty great We also are aware of the uniqueness of logos that appear on our responsive websites So we are working on creating suggestions and guidelines to help aid you in updating those marks in the upcoming months Because again when you shrink to different mobile screen sizes, we understand that the logo space gets smaller and smaller and it’s harder and harder to read the words that are appearing And so our digital team is working on the solution and we will have this information, again, not maybe technical hard guidelines on what you should, or mandates of what you should do, but suggestions to help your web team and designers apply the logo so it’s obviously legible in all cases So we’ll have these guidelines available after we do a little bit more testing ourselves So this is the exciting part, for me, at least So to help aid in creating all of these new co-brands, we’re going to launch an online logo co-brand generator This tool will reside on our brand website and allow a designee within your department, school or college to create compliant co-brand logos We’re in the process of reaching out to our key stakeholders to compile a list of those designees in the university This will ensure that the co-brands are being requested and that they’ll follow the parameters set by each area For example, some colleges may allow co-brands to drill down to the programmatic level and within the double tier system, but others might not want to be that specific Once the co-brand is requested, it’ll come to Purdue Marketing for quick approval, to be an extra set of eyes on it to make sure that it’s factually correct and everything is spelled right And with a click of an approval button it’ll create a Zip file of files, Zip file of logo files, that will be sent to the requester via email The previous process was much more cumbersome and could take week or longer to fill requests, so we’re very excited to expedite logo creation So without further ado, I’m going to show you a demonstration of the generator, which is still in development We’re making impressive progress on it and hope to start beta testing very soon, I’ll have a timeline at the end of my portion So the designee will go in after career account authentication, select if you want a horizontal or a vertical orientation, and then right now we have West Lafayette, and also Northwest’s campus who can request So I’m gonna do a West Lafayette horizontal Right here at the bottom of the page it shows a preview of the logo, so it gives you an idea of what would appear on each line So the top line is the primary name and the secondary name is below it So I want to create a logo with the primary name Marketing and Media And the secondary name below it Office of Public Affairs I then click Preview Logo And there’s the preview of the logo Once I review it on the screen and ensure it looks good, I will submit request And that’s when then it’s sent to our brand team, notifies us we have a logo ready for review We take a look at it, we approve it, and then you receive an email back instantaneously

that contains the file in AI, SVG, PNG, and EPS format I believe are the four So pretty versatile for any application you may need We are looking at expanding that in the future but for test purposes right now this is what we have So, again, kind of excited about this This is a process again that could take a lot longer in the past, and we’re happy to have awesome developers here at Purdue who can make this magic happen So that’s just a simple preview of one of the logos here All right, back to the presentation All right Oh, and there was a screenshot of what I just showed you And last presentation I learned that there was a few who took note of what that URL was and tried to hack into it, it won’t work, I’m telling you But soon enough you will have access, I promise All right So while we keep our brand site as current as possible within our toolkit, we haven’t taken a really extensive look at our brand guidelines since they were first created over seven years ago Therefore we’re currently updating our brand guidelines to be much more robust and include brand strategy and key messaging for the institutional brand This is information that previously was on our site but then taken down a number of years ago And I think it’s really important again to convey the messaging not only within our original institutional messaging when our brand was formed, but also reminding people of the pillars of Purdue Moves and other major campus-wide initiatives and how to work that in within your messaging to your key stakeholders We also will include in the brand guide online details on voice, tone, visual guidelines for print, digital, web, photo, and video, logo dos and don’ts We’ll also have examples of stationary templates for digital purposes, email signature guidelines, and how to effectively create materials with the primary logo but also using your secondary graphic elements to enhance them So we want to make it a lot more friendly for really practical applications We’ve listened to your questions over years, commonly asked, and taken note of that, and we definitely want to include all of those in the upcoming revisions to the guide So we’ll plan to have this on our website but also as a PDF maybe within sections that you can then download in small doses We also are updating our brand request workflow and process to expedite unusual I’d say, or special requests, such as approvals for third parties to use our photography, or shoot videos on campus, or utilize our logo on their website to officially illustrate a partnership with Purdue A lot of you do come to our office quite regularly, especially you know, we have a company, we just bought licenses for software and now they want to put our logo on their website, is that okay? So we will work through this brand workflow so it’s clearly communicated who you need to contact so you’ll get an answer quickly All right, so here’s the timeline Most of the timeline has us going live by Monday, February 5th, 2018 So after a few more tweaks and compiling the list of designees for the co-brand creation, we’ll begin beta testing the logo generator this fall And those of you who will get in and start to help create some of these for us, again, February 5th is more of like the deadline where everything will flip over and we want the new logo to be completely used in all situations and the academic lock up not used So if we have access in a week, hypothetically speaking, to the logo generator and you start creating those logos, by all means start to use them and apply them to your pieces It’s not that you have to hold anything back until February, we just want to make sure all the bugs are worked out so we’ve given us a little bit of buffer So again on February 5th all new marketing materials should now incorporate the new co-brand logos So here are some tips as you prepare to roll out the refined co-brand logos First, begin to think about phasing out the use of the academic lock ups in your current co-brands Again, you can still use them through February 5th, 2018, but if you are creating something and you don’t have access to your new co-brand, you can always use the signature logo to convey the connection to Purdue University You can then put your department name or whatever else that’s important within a headline Depending on what the piece is of course It always depends, you know, one size does not fit all But just keep that under consideration if you’re wanting to create something now, just know again that in a few months it might be out of date with the logo Of course communicate these changes to anyone else within your department or programs who’s not here today As Mark said, we are recording this, and this is the second of two sessions, and so after this is over we will be placing the slides on our website If we have a link to that, if it’s up, which it should be,

by the time we send out that follow up survey we’ll also include a link to that So you can distribute that to whomever you wish And then we also again will have this video, after a little bit of editing up on our site as well So we’ll communicate that to everyone too, so you can pass that around to everyone who wasn’t able to make it today, and if they have any questions Start to deplete inventory of your existing materials that include old co-brand or lock up logos No, we’re not having a bonfire of all the pieces that have outdated logos We want you of course to be good stewards of our resources and so if you have a tablecloth and it has an incorrect logo as of February 5th, by all means keep using it When it comes around time to order a new one, then please use the new logo, but we’re not telling you to just automatically start tearing down signage off the walls and changing everything overnight Again, this is a transitional period we understand, so really it’s just anything new that you’re creating just to use the new co-brand logo So try not to place large orders of materials that contain the soon to be outdated logos And encourage anyone with questions to contact your marketing strategist, or you can email purduebrand@purdue.edu with any questions I just want to emphasize, just remember we’re here as a resource to help you with everything brand related We aren’t here to penalize you if you make a mistake Our primary goal is to educate you on the brand guidelines to continue to progress the reputation of Purdue University forward and upward So one last thing about our brand as it relates to our 1000 student organizations who weren’t innocent in adding to our brand fragmentation A lot of the examples on that brand fragmentation slide were examples from student organizations So in the last year we’ve worked really closely with student activities and organizations to collect logos from them And we collected 400, which was really good, and 71 out of the 400 were found to be violating at least one of our brand guidelines So over several months we met with them, attended workshops that they held, and had one on one meetings with student leaders to address the issues and to work on solutions to update their marks We also had an opportunity at that time to talk with them about the importance of using licensed vendors for promotional purchases, which is a common problem with student orgs So the top example here on this before and after, after working with them Obviously the first example it has the Motion P being used incorrectly The second was a Boilermaker Special logo that retired in 2012, so it’s now a vintage mark And then the third again was using the Motion P to create new logo And again because it’s federally registered, it can’t be used to enhance another graphic, it has to stand alone and can’t look like it’s being added So we had great conversations with students on that So besides brand standards and guidelines to ensure brand compliance, the other major component of brand governance is trademarks and licensing Trademarks and licensing ensures that when Purdue brand is in the form of logos and marks, it’s placed on apparel and merchandise, it’s done so correctly by a licensed vendor In Purdue’s case that’s even more critical sometimes compared to other entities So here to explain why is Mary King, Senior Director for Marketing Operations (audience applauding) There’s the clicker if you need it, but I just yeah – This one, okay Okay, hi, I’m Mary King, Senior Director Operations Purdue Marketing I’ve been at Purdue for 15 years, I’m a Boilermaker I have worked through brand transitions and implementations at three different institutions and I’ve lived to tell And yeah it is a challenge, there’s a lot of angst along the way, but I promise you on the other side of it, it’s a better life I worked for IU in the early ’90s when we went to a system-wide brand I think it was one university, eight front doors was our campaign then I went to work for Ivy Tech We were Indiana Vocational Technical College, changed our name to Ivy Tech State College, and then finally to Ivy Tech Community College, so lots of transition, you know, it’s not just even the brand it’s the curriculum and articulation and all that great stuff, so But it does bring a better day for all of us So I’m here to talk to you a little bit about licensing And licensing is an extension of the brand It appears on retail products So licensing involves companies who pay for rights of use to use our brand It creates marketplace demand

When you buy sweatshirt, you buy a sweatshirt, but you also buy a Purdue sweatshirt And like I said it creates demand in the marketplace So hence those companies pay for rights to use our brand And that money that comes into the university benefits student scholarships here at Purdue So annually about a million dollars a year go into the general scholarship fund for our students here at Purdue So it’s very important for us to use a licensed vendor when we purchase product You may be kind of wondering well what does that have to do with me as an internal consumer The place where licensing does intersect with the campus community is when you put the brand on a product, a promotional product, an apparel item maybe that you’re creating for your department, your school, college, area But please know in those circumstances you are considered what we call an internal order So there is no royalties paid on that product, so there’s no upcharge to anybody internal using one of our licensed vendor to produce product There’s a few reasons why you should use a licensed vendor Sometimes people don’t use licensed vendors for branded product At the very base level it’s illegal for a company to use a trademark logo without being a licensed provider, at the very base of it But there’s also some benefits to us at Purdue too beyond even the royalties that some of these groups pay on the retail side of things It helps our procurement office who have to manage all of our vendors That’s one thing that they’re really helping us with is ensuring people used licensed vendors because it help, makes their life a little bit easier But it also can make your life a little bit easier too because when you use a licensed vendor they have a relationship with us You’re gonna get good customer service, and if you don’t there’s some repercussions for that If we have bad quality from a vendor they could potentially lose their license So that’s one reason it’s really important to use a licensed vendor They also know our brand You’re gonna have less back and forth with a vendor that isn’t really familiar with our brand They also adhere to a code of conduct, what we call a fair labor standard So those blank T-shirts that you get are not gonna be produced by a seven year old in Bangladesh making 5 cents an hour They have to abide by a code, so there are certain standards that they have to abide by, so So you can feel good about the product that you’re getting and where that came from, so So there’s kind of a three prong mission for Trademarks and Licensing at Purdue And that is to protect, promote, and profit from the brand So protecting means our office is responsible for registering all the trademarks for the university, ensuring that those trademarks are renewed We work in collaboration with legal counsel on that We also ensure that those who are using the university’s trademarks have rights to use those marks, ’cause like I said it’s not legal to use them if you don’t have those rights And if you see somebody selling T-shirts out of their trunk at a football game, they probably aren’t licensed Or if you see some of those social media posts for products a lot of times they’re not licensed In those cases we do send cease and desist letters For compliance at football games and those kind of events we’ve actually employed Purdue police to help us with confiscation of that product We also promote the brand through licensed product We work with vendors, the companies that produce product and retailers to do special promotions Whether that’s theme games, Hammer Down Cancer, military appreciation day in athletics We do football games with them and product related that that benefit certain programs at Purdue There’s actually even a Purdue plaid that was produced through the apparel technology program here at Purdue, so they do benefit as well So profit like I said, the royalties from product go to student scholarships, but it also goes to some special programs even at Purdue Like I mentioned the Hammer Down Cancer game A certain part of the proceeds from that product goes to the Cancer Center at Purdue The military appreciation game, product from that benefits the entrepreneurship, the bootcamp, Entrepreneurship Bootcamp for veterans

And just recently we could say that the fermentation science program at Purdue is now benefiting from the Boiler Gold So there’s some revenue to be had from the brand as well So here’s a few reasons you might want to contact Trademarks and Licensing at Purdue To find a licensed vendor for a product Sometimes it can be daunting, there’s a lot of licensees, I think we have over 300 licensees and 38 of them are internal providers of licensed product So sometimes it can be a little bit of a challenge to find out who is the best provider So please feel free to reach out to our office We’d be happy to give you some recommendations on who those providers are best suited for what your need is For any kind of general questions about trademarks or Purdue branded products, or unique needs that you have Maybe, we also have several providers that do online stores for fundraising activities I know there’s several units and schools that have online product sites that benefit their school So we have probably a half dozen providers of that service as well Come to us if you do see a compliance issue If there’s something that doesn’t seem right to you, our eyes and ears are as much as we can, but we get, it’s very helpful to have you guys involved with us with that too Anytime you might have a trademark registration question, there are several schools, colleges that have programs, specifically some unique programs that they’ve trademarked, and we can help with that process as well And then finally, third party rights of use, and I think Emily kind of alluded to that There’s times where external third parties want to use our brand in collaboration with their partnership with us, and we can help on that front too as well as Emily So I wanted to show you just a few things, resources on the website That might be helpful to you Okay, if you’re looking for a licensed product, if you come to purdue.edu/trademarks there is a yellow box right here called departmental request If you click on that it tells you the whole process on how to purchase a licensed product as an internal group And this link right here goes to a list of our vendors that are approved to use for internal orders So like I said, if you have questions, this is a long list, I think there’s 38 of ’em on there, so and they do list what they offer, the products, but if you need some guidance on that front we would be happy to help you Another thing that I did mention is the fundraising sites The companies that can help you with that And that is listed on this page under licensing There’s just a dropdown and a link to fundraising team stores So those are the providers of that service And then finally if you have any questions here are the two staff members within my organization who are the front liners on trademarks and licensing Erika Austin is our manager and Jim Vruggink is her support person in that area Okay, so just the last thing I was gonna mention, and I just kind of alluded to it a little bit was trademarks and licensing does, Trademark registration can help coordinate with that for you These are some of the basic steps to it It is kind of a bit of an involved process It does take probably four to six months to get that application pulled together, all the specimens that you would need to submit Once it goes to the US PTO office for an examiner, attorney to look at, it can take anywhere up to 18 months depending on the work load and what they have on their plate to review From there it goes to what they call the Gazette for a 30 publication in the Gazette for a 30 day review for opposition There are fees associated with doing that trademark registration, so And it does need to go through some vetting even before it is submitted, so if you’re thinking along those lines it is a longer process, but we do have some groups that do with us on that, so So I think that’s all we have on trademarks and licensing, so I guess we’ll start open it up to questions for any questions anybody has on that (audience applauding) – [Mark] We want this to be a dialogue, so this is our

time to hear from all of you You know, please give us your thoughts, questions, advice, counsel We do have runners with mics because we want to get these questions on the video for those who will be viewing this later So if you could wait until the mic comes to you, that would be appreciated Okay, over there, and if you would give us your name and your area please too – Yeah hi, my name’s Munir, I’m with International Undergraduate Admissions I just had a question as far as like, so there’s an internal vendor list and then the licensee list Do these change often, is it like once a year, once every couple months? I just, because I was scrolling through it online just now and I noticed a printer that we used a couple years back is no longer on the list And the printer we used recently like a year ago is no longer on the list, so I just curious on the timing all that, thank you – There’s an annual renewal on licensees and that typically happens in late spring So come July 1, is when the new licensees So the only list change after that effect would be if we added a licensee, but generally after July 1 each year is the current list But feel free to reach out to us any time you have a question though ’cause sometimes things do change along with way, but that’s a general rule – [Emily] Printers aren’t on the list though are they? – Oh, well the printers are not on the list unless they’re a licensee, there are some like Priority Press They are a printer but they’re also a licensee because they do promotional products So yeah, generally print vendors, printing companies are not licensees There are a few if they do, if they dive into other thing, products beyond just printing, so – So my name is Patti Hauck and work in Schleman Hall with Student Receivables and Business Services And I just got finished putting in a purchase order for $3,155 for a graphic that’s gonna go in Hovde Hall that is the image of a train, which is not necessarily Purdue’s logo So how do those images relate to what’s happening here There’s nothing on that graphic image that says Purdue – Yeah, then you should be fine I mean, honestly we allow a lot of creative expression within our icons I should say Not necessarily taking our registered marks and distorting them in any way, but again if you’re not literally using our technical Boilermaker Special registered mark, but if you’re using, you know, based on a photograph of the actual machine or just a train in general, that’s absolutely fine and acceptable, and is done a lot around here, so you’re fine – We do provide exceptions to vendors who are just producing an internal product for us So it doesn’t necessarily mean that if it’s a unique niche product, you know, like a vendor doing a signage thing like that We typically can give an exemption on that – [Patti] So then I would assume then that a decal that has a Motion P on it with a FatHead that you bought on Amazon is probably not – Well it’s hard telling We have done some take down on Amazon in the past, so There are some groups out there that are licensed vendors that are on Amazon, I know even university bookstore sells product on Amazon So sometimes it can be a challenge to figure out what is right Look for the hologram, just look for the hologram If they have a hologram it’s licensed, so, if they don’t have a hologram it’s not licensed It’s probably the simplest way – Hi, I’m Amy Ross with the Krannert School of Management and the Purdue NSF I-Corps program And you said that when the generator goes live that designees from each college will be able to do the lock ups and stuff within their area Do they then, are they responsible for disseminating that across their own college? – Yeah, for instance if Krannert decides to have a limited number of designees within say Tim Newton’s office to facilitate those requests, then they would receive those files but then be responsible for giving it back to the original requester internally – [Amy] Okay, thank you – Hi, I’m Chrissy Crawley from Purdue Musical Organizations

I had a question about co-brands We were one of the guilty brands up on the screen at the beginning and we have a PMO music note logo that we use in conjunction with the Purdue standard signature logo My question is, after February 2018, are we gonna be able to still use that combination of our logo with the Purdue signature logo or is it only going to be logos that are generated from that online tool – We definitely want you to continue using your musical note, how big is it on the side of Bailey Hall? – [Chrissy] It’s probably the biggest logo on campus – But again, yeah, it would not be incorporated within, like as an element added to the Purdue signature logo or the co-brand, where it would be Purdue University and then Bands and Orchestras underneath it, or, you know, Purdue Musical Organizations, or you name it, whatever would be underneath it So again you would use that musical note as part of your brand identity but again it’s not like it’s hanging off of the logo or anything like that So again, just like I showed with the Motion P and I think on Mark’s, one of his first slides, it showed the signature mark with that clear space around it as well Again, due to it being federally registered And so again as long as you respect that clear space and not make it look like it’s being an addition, again that’s part of, it’s an important part of your history, and yes continue to use the note – [Chrissy] Thank you – Kindra Rodgers, Engineering Professional Education So I just had a question about the logo It looks like the university’s kind of the orangeish yellowish color Is there a specific reason why it’s that color And if you use the logo on say like letterhead, can it be more of the old gold to be more standard with Purdue or does it have to be that yellowish color? – The gold that we have right now we call campus gold, and for those of you real savvy it’s PMS110C But we’ve noticed, and we did a lot of research in the past When we unveiled our updates to our secondary color palette a few years back as well as an updated gold, there was a lot of work done not just in the printing world, uncoated versus coated stock versus web use and looking at how the golds look different on different screens ‘Cause I’m sure like even the gold up here, that’s probably not our true gold, it just looks like this on this particular projector We also worked with Trademarks and Licensing and looking at how the gold inks are applied at the marketplace, ’cause if you look, go to a book store, look at the wide range of the different golds you see in merchandise So that’s when we actually devised kind of a swatch booklet of our colors And so a lot of, and here’s an example, look at that So here’s our, and you can go onto Purdue marketing’s website and request– – Shameless plug – Yeah, request your own swatch book if you don’t have one yet, please either connect with your marketing strategist or if you don’t know who that is, you can download one from our, sorry request one from our Purdue marketing website So at the end of the day it shows again, coated versus uncoated, spot color versus CNYK, and what the gold should look like and the color codes And so what you might be seeing if you order, for instance if you order a stationary from Xerox and blanks come back and the yellow is just really, really light, it should be matching this, ’cause this has been proven to be dark enough and legible enough and it matches our color But if you’re say printing out a digital letterhead on a printer, every printer on campus varies in what the colors will turn out to look like So we’ve had this question come to us a lot, it was sometimes printing almost a neon yellow on some printers And so we say again, hey we’ll give you a swatch book You can tweak the code of what that color is until basically you get that printer to match what this color is ’cause we promise it’ll look good And so that’s my answer to that, hopefully that helps So again, request your swatch book if you don’t have one, it’s a great tool – I’m Rosie Lerner from the Department of Horticulture and Landscape Architecture And just going back to the departmental designees How will that be decided, is each department within a college gonna have their own designee or is it gonna be by colleges? – We are letting that up to every area So another thing that’s happened behind the scenes that I don’t think was addressed in here, but since February of this year we’ve been holding top level meetings with the deans and also the VPs on campus to kind of soft launch this and to get their initial reaction, to determine that this is the most flexible option out there, to look into their individual needs, and again making sure this is the best possible outcome and everyone was prepared So in meeting with those key constituents that were identified, then I will follow up with them So for Ag that would be Maureen in Ag Comm for instance And so following up with her and she and her team will determine how they want that to work just from a workflow process internally to determine who those designees are

So we’re really empowering each unit to determine who those people are Then they will provide us with your career account name, I pass that to developer, and you’re in So that’s the process we’re looking at – My name is Carol Weaver, I’m with Agriculture and Biological Engineering We have two sets of rules because we’re in two different colleges With the last branding effort we lost a signature that we had been using for almost 20 years because it was not all small caps It is the word agricultural an ampersand and the word biological together, and we have not been allowed to use it for a number of years, is there a possibility that we can go back to using that logo? – Again, I would refer to it as a secondary graphic element, or a word mark and not thinking that it can be a standalone logo Again, we found again with the research and to help with the dilution of our brand, that we want to bring everything back to like the mother brand per se with the signature mark And so we can take a look at what you used previously and if you’ve found that there was like a decrease of any of your numbers based on the fact that you’ve not used that any longer, or in a lot of cases there are colleges that have what we like to refer to as legacy marks And if you alumni resonates more with that mark and you want to continue to use that, again as an additional graphic on your pieces, you can do that, and again we want to provide illustrations on how to properly do that, but keeping it co-branded with the main identity mark And so reach out to us and we can look at that on an individual basis because we, again, we want this to be flexible and serve your constituents as best as possible, okay – Hi, Lisa Peterson, new this week, College of Science I was curious, you said that you were working on the, I guess it would probably be not vector text but sort of the responsive logos that would go on sites Are you talking about banners, essentially? – It would be, well right now like within our purdue.edu template, we have the top of the page, I’m gonna pull it up real quick We have kind of a convention here Here’s one for Trademarks and Licensing So if you were to pull that up on you mobile phone and condense your screen, then all the content shifts around, you know So that would be, it would be that, it would be seeing how that would be shrunk down with the new convention of the co-brand logos, especially if we’re talking about a two tier system Because a lot times we’re finding– – [Lisa] Sort of does the line move down, and then what happens after that, does it get centered or well, and that’s difficult, okay – Yes – So you’re talking about a couple of different things, then, not only just a mark that you might, well, actually you might not use a mark anywhere but on the banner come to think of it Or maybe down in the footer – Sometimes in the footer of our pages, and this actually is a page that needs to be updated, it’s a little bit out of, they’re updating it currently Sometimes in the footer of some of your pages you do have the logo as well But yeah, we’re aware that this is a challenge, and we’re working through it to determine what the best suggestion will be moving forward on how to display that – [Lisa] Great, and when again was that happening whereabouts you think? – Well we are right now again, testing everything and coming, and one of the again, one of the main milestones we’re working on is updating our brand toolkit And we’re making especially our digital guidelines a lot more robust There’s a lot has changed in the last seven years in the world of the web and digital applications So they’re doing a lot of work and they’ll have again guidelines So if it’s prior to February 5th, that’d be great If not, that’s kind of our end all be all of when it will live on our site – [Lisa] It’s like your drop dead – Yes – Or where you’re trying to get that deadline – Or we’re all fired – Hi, I’m Teresa Walker with Engineering Education And I have actually been trying to work on my phase out plan already ’cause we have a pretty big group I’m getting push back though, and I found out they were actually using it incorrectly with the triangle anyway with the engineering logo where they were just using it in the corner because they don’t want all the words So I got a little excited about the Motion P but we can’t use that, like, only promotional things – Yeah, just promotional items, and there’s many reasons for that again going back to the research that showed the attributes that people assign mentally to the logos, and how we want things to be a little bit separated from the spirit and the athletic realm and then our educational realm But you might have also noticed we don’t use the same gold We’re not gonna get into that today But because of that it makes things just look a little different, you know, and people start to question And we’re not changing theirs and athletics isn’t asking us to change ours And so that’s another big reason of why things should not be co-branded from the academic and the,

like the athletic mark, the Motion P standpoint – [Teresa] Okay, so– – But did you have a question specifically about the boomerang, we call it the boomerang – [Teresa] The boomerang, is that what we’re calling it? Okay, but the boomerang, so are we, we should not use that? – I would say that that’s, well you, no, well, okay – Not with your co-brand – Not with your co-brand, yes I was going to say, I was gonna put it all on Christine in your marketing Again, that would kind of be in the same realm as seeing as like a legacy mark Or using like the music note as an enhancement But again that’s really up to, for Christine or for your new dean to determine, and Kate Walker, your marketing strategist, and so I’m not gonna make that call today But that should not be again like co-branded with the official logo, like they’re one and the same – [Teresa] Got it – We consider it a graphic or like a word mark So if you have equity in it, sure there’s a time and a place But keep it separate from the Purdue signature logo and the co-brand – [Teresa] Okay, thank you – Hi my name’s Heather Coar, I represent the Office of Future Engineers Minority Engineering Program and Women in Engineering Program And I think my biggest concern from all that I’ve heard today is probably that we’re in an active recruitment cycle So I know that your timelines are your timelines, but for us a shift in the brand guidelines mid-recruitment cycle is a huge concern for me because we don’t want to confuse the demographic we’re recruiting with a shift in how we appear mid-cycle So I kind of want some feedback and thoughts on that because we’re actively producing materials now, and then mid-way through, you know, with the web template changing even slightly, for this demographic they’re very visual people and they’re gonna notice And that’s, you know, the brand we’re recruiting them under – Well my hope is that they’d notice and see it as an improvement and so then they’ll applaud us, right No I completely understand, again, this is kind of not maybe the most perfect timing We are looking at, like we work within Slate to help come up with the email through admissions for a lot of your units And we’re looking at in advance creating the top level co-brand, so for the colleges levels, when those emails are going out, to include the new co-brands That’ll be prior to February 5th that they’ll start to appear on those pieces In the interim like I suggested, if there’s any way possible for you just to use the signature mark and then within the headline or something else visible to convey the name of your department or program, that would be the best probably solution because that signature mark is not changing at all Also again, you can continue to use your co-brand that’s existence currently with the hope that people don’t notice too much or hopefully not get fixated or make a decision to not come here based on that But I guess, you know, I know it’s not perfect but to just use the signature mark And again, we’re getting so close on this logo generator, I really, if it could be live tomorrow I would be so excited and we can all just start But we want to make sure of course it’s perfectly working and developing the logos that you need in the correct format and style So, hope that helps, Heather We’ll let you be the first to know when it’s ready – [Heather] It helps some I think, and to echo off that, one of our concerns is less click throughs or less enthusiasm with the loss of the Motion P or the train or maybe it was never allowed but we dared to do it anyway, but in the focus groups with our students they’re having a hard time of why are we going under this umbrella of just the signature mark, they’re like, we love Pete, we love the train, we love the P, what are you doing? They’re kind of looking at me like I’m a little crazy right now, so we’re trying to explain to them, we’re trying to make the brand unity as you’ve told us already So do you have any advice for us when we walk our focus groups through this process, the freshmen on campus and telling them this is a good move – It’s not a elimination of using those marks You can use those marks They’re just not supposed to be used as your academic brand So if you want to create something Pardon me? – [Heather] We can use them on our Slate emails? – No – No No, promotional items for the Motion P Student orgs have a lot more freedom If the College of Engineering wanted to create a T-shirt with Purdue Pete, or I’m sorry, let me say not Purdue Pete ’cause want to limit that to student orgs’ use If you want to create a T-shirt with the Motion P on it

that says College of Engineering that doesn’t look like the logo, it’s not used in a logo font, you’re good to do that So hopefully on those promotional items that’s okay But again, we want there to be more of a separation of the athletic and the academic mark Now if you were talking about the campus atmosphere within recruitment, you’re talking about game day and the excitement of being on a Big 10 campus, you can use the athletic marks in that setting We do that in our admissions viewbook, we have the athletic marks But again just understand the appropriateness of when to use the correct logo, if that makes sense I hope that helps a little bit Again, we’re not trying to, we’re not taking away any of the logos we’re just kind of more clarifying the use of them So again, there’s not so many, because that was one of the major feedbacks of, like I don’t know what the right logo is or who can use what and why do we even have this one So again, you know, it’s all based on that research of the confusion of having so many logos, so that’s why we’re trying to condense the use and clarify what should be used in which application – [Heather] Okay, thanks, maybe we’ll just send you a piece once we have it – Yeah, no anytime that you have any questions at all about what you should use or, I mean, again, we’re here as a resource, and we’d love to work with any of you to help And again, we want to know about these specific cases and the feedback that you’re receiving from your areas or from your students because again we want this to best serve them and do us all good, so – I’m Aaron Yoder, I’m with Bands and Orchestras And so we have kind of a unique thing where we have some of our logos are through athletics because we have athletic bands, but then we also have kind of our academic bands you could say Do you have any advice on how to create unity within our department while also being unified under the two different logos – Yeah, let’s meet, we’d love to work with you Honestly we had a meeting when we met with Beth McCuskey to discuss the logos and again it was that misconception She came into it and said bands is really important to me, you’re not gonna take away our band drum logo are you? And I said absolutely not And she’s like, okay great, we’re good then So again, an understanding that we want you to have, I mean, this rich tradition, you know, these marks that are a little bit separate from maybe our traditional But again, but co-branding, opportunities to do that, I’m not saying one side of the drum has to have the signature mark and the other one doesn’t, nothing like that But there’s a lot of unique instances on what you guys do, and so I’d say give us a call – [Hailey] Hi, my name is Hailey, I’m with the International Students and Scholars Office What type of things do you have in place for departments or offices that partner together to be able to put both onto the co-brand? – [Mark] Should we use the CCO example? – Well, sorry, you’re saying that you want to, like it would be your department and then another department co-sponsoring an event or on a particular marketing collateral piece I mean, you could either express that through just using the generic signature mark and including that within the copy or the headline, or you can use both of the logos, the separate logos So we don’t have any version of the logos that would say Purdue University with the signature mark and then have College of Health and Human Sciences and College of Engineering underneath it Those logos will not exist They’re just to designate a single area, or again the double tier drilling down within that specific area But we don’t have a convention, we would just have you either put both of those logos on the piece, or just the generic Purdue logo and again explaining somewhere else on there is probably what we would recommend Okay – [Hope] Hello, I’m Hope from Construction, Engineering and Management, and I was wondering if there’s going to be a vertical co-brand option to do the double tier – I’m so glad you asked about that Let me go to our appendix, we were anticipating this question Our design team did extensive work on the feasibility of the vertical system, the horizontal system, maximum word counts We have done research on what’s the longest possible department and office and program name here at the university so we can determine character counts And just as we find one, we find one that’s a couple letters longer But we definitely, again, we want this to be flexible and acommodable So we did explore the vertical orientation in having it double tiered, and this is an example of what would be allowed And again this is actually, we have 100 characters maximum per line So the one on the left is actually permissible, that’s how many, if you have that many characters in your department name or program or college

to create a co-brand, that’s permissible When you go over to the example on the right, that would not be allowed After looking at that we realized again the area that is describing the office and then drilling down underneath that is larger than the actual Purdue University mark and Mark just best explained it He said, we don’t want the logo to start to look like you’re looking at an eye chart at the doctor’s office with all the different lines below it So we really did take a hard look at that But again it goes back to what I talked about with the logos not needing to explain every layer within your area Think about who are you communicating to on that particular piece, what is most important for them to know? That you’re part of Engineering overall, that you’re the Department of Construction and Engineering and Management? And work the other components onto that particular piece if you have that ability in other means other than trying to cram that all into the logo Or of course you do have the horizontal option, which will allow for you to have the double tier Good question One thing I was just reminded that I failed to mention earlier when talking about that co-brand logo generator When you receive the Zip files of those logos When you work with a licensee on any promotional items they will request that logo from you, the approved logos What they have access to through Learfield are more of our general logos, the signature mark, the Motion P, things like that So if you request to use any of those marks on items they have access to those, but they will need to receive from you the Zip file, the official approved, Marketing and Media approved logo from you And again that’s the beauty of you’ll have that link and you’ll be able to download and then submit that to those licensees Only, what? – [Erika] To only approved licensees – Only approved, yes, only approved And one more thing, in talking about the team stores, those of you that do have a fundraising site for like Krannert gear is an example I know Liberal Arts has some products within Krannert gear Start now also to think about changing those logos over and the transition of updating the logos on those products if they need to be changed moving forward – Yeah, and I just wanted to add that I will be communicating to all of our internal licensees that this change is coming I was always told I have such a loud voice I don’t need one of these, but So we will be notifying the licensees and letting them know that this new system is coming, that they might be receiving calls from you to talk about moving product off of the site, moving new product on the site We’re perfectly okay with you having the old product on the site to try to get rid of it And if you want to have a clearance sale, whatever you want to do is fine on your site But they will know that this is coming They will know that they will need to get the logos from you and they will know what they can and can’t do with the logos, so We’ll definitely make sure we educate them on that – [Corey] Corey Sharp with Purdue Polytechnic Anderson Being that we’re off campus and we try to designate that we’re in Anderson, but we’re just specifically with Polytechnic and not the entire university Our old building signage would have Purdue University on it and we would often get calls for nursing, agriculture, engineering How do we do that with the other statewide locations with some of the branding? – Well we’ve already, Jackie, we’ve already started to address this with some signage recently Yeah, basically just using the Purdue University but like the double tiers Putting Purdue Polytechnic Institute with Anderson underneath it, or, again, we really need to start having those conversations with Jackie and whoever the designees are to determine that architecture structure But yeah absolutely we want it to be specific to those statewide locations to differentiate from main campus, you know, with who you serve, and that you don’t offer a slew of all the different academic programs at your location, yeah – [Mark] Do you have anything to add, Jackie? – No – [Mark] No, okay – [Tonya] Hi, Tonya Agnew with the College of Education I had a question, you mentioned all the surveying you did and the data that this is based on Lots of folks would be interested in understanding what this is based on and this will help me communicate the message to why this is important You know, the data is gonna really make a difference with a lot of the people I will be communicating this message to Are there some highlights that you could share with us? You know, I don’t know, a document, maybe you already have put together that we could pull from? – Yeah, absolutely, we have the full research that we did

The qualitative and SME’s quantitative, which then talked about the recommendations that I outlined Some of the recommendations, one in particular we knew we couldn’t really fulfill So we, again, we haven’t completed all the recommendations ’cause we had to look at what was feasible But I don’t see any problem in sharing that with all of you In the beginning Julie talked about how it’s been a while since we all got in a room together When we first did come together last year to talk about the research findings it was a smaller group, it was more department heads or like administrative leaders That’s why we felt it important though to have this meeting and open it up literally to the entire campus community to talk about this And moving forward in the future to be as transparent as possible We never meant to operate, incognito to begin with, but we definitely wanted everyone to feel included, and so by of course making all that research available, yeah absolutely So either, sometimes I know with the Purdue Communicator Council meetings we send the follow up survey and it has some links Perhaps we can add that as a link to download from that email But if not then we’ll definitely get those resources out to everyone for you to view – [Denise] Hi, Denise Buhrmester from the College of Health and Human Sciences So with the logo generator I was wondering, when you have a Department of Nutrition Science for example and so if they want a logo to be generated, and then somebody wants it just to say Nutrition Science, that would sort of be two different logos for the same department I know someone’s going to be approving it but do you see some guidelines and maybe suggesting consistency or does it even matter I mean, does it matter if one logo says Department of Nutrition Science, the other one says Nutrition Science – I would definitely push for consistency and using the same logo and that would probably fall on you or other designees within your office since you’re the communications lead for HHS So just, that’s why again the next step would be, I’m going to be reaching out to all of you who we’ve met with previously, talking about who those designees should be, but also coming up with what those parameters are within your college So we’re clear and that your staff is clear so when you are creating them there is that consistency So what we’re most concerned with I think from Marketing and Media is that there’s consistency to your level of standards We’re not here to dictate what we feel is right for you, you guys know best, and we trust you obviously with that As long as that again there is that consistency I agree with you on that, we don’t want there to be two different ones floating around that are close but not quite the same It’s important for that consistency – [Denise] And then one more question, what do we do when we see one of our student groups have created this really crazy looking mark And it looked like you had cleaned up some of them, or maybe you just did that for this presentation Who do we direct them to, how do we talk to them? – You can send them to us Again, SAO, again we had a thousand organizations, nearly 400 logos collected, which is really good but that’s less than half if every club had their own logo, which they don’t But if you find, and then the trick is also every year there’s new leadership, they might want a new identity, and so it’s a reeducation process every year and we realize that And so we’re going to conferences and reaching out through the SAO bulletins to reach these people every year to remind them of, we have a Be a Brand Champion campaign specifically for student orgs so send them to Purdue brand if there’s a logo in question that you think they’re utilizing parts of other registered marks and they should not be doing that You can send them our way And then when it comes time if they are to want to produce shirts or things of that nature, then I would toss it over to T and L, Erika and her colleagues to then help the student orgs navigate through using licensed vendors So yeah, send ’em our way – Thank you – We’re happy to help – You are the eyes and ears of the campus, so not to rat somebody out but if you see something say something And, you know, there’s our contacts up there, so Thank you – Chris Collins, Office of International Students and Scholars, you mentioned trinkets and trash And you mentioned royalties We do a lot of community volunteer, we have a lot of community volunteers participate in some of the things we do with our international students And we like to reward them and help them dress appropriately for the event by giving them a T-shirt that has Purdue information on it as well as our office Are we gonna expect to see that we have to now pay the royalty on that give away? – No, for promotional products you do not have to pay a royalty, they are royalty exempt The only time you would have to pay a royalty on a promotional product or like you were saying apparel, is if it them goes into a fundraising activity So if you are taking an item, putting it out for someone to purchase at a higher rate than what you paid for it, you would put a royalty, we would charge a royalty on that because of the fundraising aspect of it – [Chris] So we still use the internal vendor

– You still use the internal vendor – [Chris] We just let them know that we’re consuming it we’re not selling it – Correct, correct, and they’ll probably ask Or they’ll ask me when they submit it through the system for artwork approval, they’ll ask, they’ll say please let us know if this is royalty exempt or not But for all internal items, you are exempt from royalties Again, the only time that we tack on the royalty is if you’re doing a fundraising or doing something for profit Does that help? – Thank you, yes – [Angie] Hi, I’m Angie Roberts in Research Communications I have a complex question and may need to have a meeting to discuss it, but I’m getting a lot of questions from people in Discovery Park about their centers, a lot of them have their own logos They’re not housed in a particular college or department for the most part, so I’m trying to figure out what to tell them about what they are going to be doing with their center logos Are we now saying they are not allowed to use them at all anywhere, or do they use them along with Discovery Park, along with Purdue logo I’m a little confused because you were showing all the student organization logos and it sounds like those are kosher as long as they’re not trying to like adapt something from the Purdue logo – Yes, we have met with some members of your staff to talk about this same issue, I think Sarah as the designer in EVPRP is navigating through this as well So again going back to telling areas that they don’t need to throw out their individual identity, the same with the centers We understand that it could be a unique partnership with other institutions or multi-disciplinary on our own campus And so to have them get rid of this equity that they’re trying to build within their unique identity would not be right So again we’re trying to work out and we have some different design schemes, again, Sarah has kind of been mocking things up in the last few months as we’re undergoing this transition To where again you still bring it back to the mother brand, you bring it back to Purdue University as an institution So again, correctly co-branding even if it’s just the signature mark plain and simple on the bottom of a piece And then you have the center logo front and center There’s been lots of talks, again, about how Discovery Park has a third different logo, so you’re kind of co-co-co-branding at this point So we are working through that process and that was the point of the various stakeholder meetings that we’ve been holding since February, reaching out to the different areas on campus to understand the uniqueness and the challenges that they face so then we could help navigate through those and come up with the best solutions possible So that is one I believe was still a work in progress but we’re definitely not saying for the centers to get rid of the identity that they’ve built It’s just again how that aligns with the Purdue brand, and That could be as simple as including some of our graphic elements within our visual identity, or again of course always remembering to include the signature mark on pieces that are going out Because again it just helps everyone in the long run to tie into the equity of the overall brand – But it was my understanding that there had been no decision made and so I had talked to my boss like last week about this, trying to understand We were ordering some promotional pieces and we were getting questions from the clients about can we incorporate our logo into this And so we were hoping to get some more direction through this meeting today and some subsequent information So I wasn’t aware that there was anything being decided behind the scenes – We’re still kind of in the exploratory process There’s nothing that, we definitely don’t want to give you direction on what we think you should do, we want this to be collaborative And so we’ll reconnect with you guys and we’ll continue that discussion, we’ll bring this up again, okay? – [Angie] Okay, great – [Woman] So I did have a question, what file formats are gonna be in the Zip file, and are you gonna have reverse, like if we want to put it on black, or do we need to do that? – We are still working on all those various formats Right now we have AI, PNG, EPS, and I don’t know what SVG is, but there’s SVG, okay And right now we just have it in, because we do have vector, it’s just in the black and gold Again, we are beta testing still working closely with our developers I don’t know if it’ll be as robust as what you might get now, which if you were to request a complete logo package from us you get like 30 something crazy styles But we’ll give you enough to basically cover all of your needs, and if you need more then we can help you with that But it will give you those main four ones is what it’s doing right now – [Kim] My name is Kim De Leon, I’m with the Business Intelligence Competency Center And we’re under an envelope of ITAP And I am kind of, I’m not heard anybody talk about internal communication, because we only communicate with other users

in other offices, we don’t go off campus necessarily So I didn’t know if we would kind of still be under the same guidelines and rules I’m a business analyst, we don’t have a communications person, so I guess I’m it, but So I’m just trying to get, you know, the rules and because we have a logo I don’t know that it’s accurate because it was in place when I came here So I just need a little guidance on internal things – I have some thoughts on that, I don’t know if I vetted it by everyone and if I’m allowed to say this, but here’s my own personal theories on this I feel, again, go back to considering who you’re talking to and the environment around you So we have a lot of internal ITAP software such as I think like Boiler Backpack, I think that might be going away, but you know, there’s different things such as that that ITAP has created icons for and kind of a little bit of a brand identity But it is only for an internal audience Is it important to slap Purdue all over it and to really brand that as Purdue? Perhaps not because again you consider the environment you’re in, you’ll already know you’re at Purdue Now if you were to take that to a trade show to showcase all of the wonderful things that ITAP is doing, you would be missing an opportunity if of course you did not tie that back to Purdue University So are we saying that all of your logos or your internal communications need to always be branded with the Purdue signature mark? No, we’re not saying that Really it’s more of providing guidance to you on our research of how our external audience perceives Purdue and our various logos to remind you of, again, the equity we have within it So again on a case by case basis, we’re happy to consult you if you think you should use it or you’re not quite sure, but that’s a good question – [Lisa] Hi, Lisa from the Office of Engagement Just in general, curious, do you know when the logo generator will be up and running Will that be by the end of the year or after the first of the year? – Again, we know that it’ll be up and running by February 5th, that’s like the date in my head that everything is due on February 5th Now again I know we said that moving forward from February 5th on we want you to incorporate the new logos and if you didn’t have an opportunity to have them created before then, what can you do? So again we are still working on getting the beta testing up and running As soon as this is available for a wider release we will let everyone know – Part of that test is we’re gonna have a couple licensees actually try to embroider the logo and the different levels of the logo to see how crisp and clean it can get We’ve already heard some feedback from our licensees that there is a concern about using upper and lower case especially with embroidery on particular products So we are working with our licensees, we’re gonna have them do a couple stitch outs so that we can make sure that they can provide the quality that you guys need with this new logo system – [Mark] Thank you for all the great questions If there (is) a question you didn’t get to ask Again, there’s our contact information