District-College Branding Project
Thank you again to everyone who provided input for the District-College Branding Project during the 2023-24 academic year, which culminated with Board of Trustees’ approval of a new District logo and tagline of “Be. Belong. Become.”
The District’s Communications and Public Relations Department is now working with Selbert Perkins Design, our branding consultant, to finalize the new District and college logos, including a brand guide that will help facilitate transition to the visual identity system during the 2024-25 academic year. Our target date for release of the new logos, including the launch of a redesigned sdccd.edu website, is September 15. We appreciate that many are excited to begin using the logos immediately, but we ask for your patience so that we can do so in a coordinated and consistent way. For now, please continue to use the old logos, and use up supplies of business cards, letterhead, and other existing collateral.
Leading up to September 15, you may begin to see the new primary logo and “Be. Belong. Become.” tagline used as part of a new brand marketing campaign. The campaign will celebrate the District’s strong connection to the San Diego community while raising awareness of the outstanding educational opportunities available at our four colleges.
More information on the brand rollout will be shared as we get closer to the fall semester, including at the fall convocations. For now, if you have any specific questions please contact Communications and Public Relations at cpr@sdccd.edu or see the FAQ below.
Branding Project FAQ
Why is the San Diego Community College District engaged in a rebrand and changing its logo?
On July 21, 2022, the SDCCD Board of Trustees adopted the 2023-2030 Strategic Plan. A key element within the plan is the identity of the District and its four colleges, San Diego City, Mesa, Miramar, and Continuing Education. A strong visual identity system reinforces the mission, vision, awareness, and value of the District and colleges within and outside the SDCCD. Ensuring the District’s logos, typography, colors, and other visual elements align with its desired identity is an important element in communicating the SDCCD’s purpose to students, employees, industry partners, and other stakeholders. The District’s current logo was created in 2005 and refreshed in 2017. Since then, much has changed in the world, and it was time to assess how well the District’s current visual identity system reflects the SDCCD’s purpose within the community and how that fits with the vision set out to achieve by 2030.
Will the individual college logos change?
The District’s new visual identity system includes an entirely new logo featuring a sunburst design, which replaces the five-pointed star design utilized in various designs since 1973. The college logos with the five-pointed star also will be updated. In addition, the new District logo updates the font to Optima, which has been in use with modified styling by the colleges. For consistency, and to create a more unified overall connection among the logos, all of the colleges and the District will now use the same unmodified version of Optima. The refreshed college logos are being finalized and will be part of the rollout of the SDCCD’s new visual identity system on September 15.
Who gets to weigh in on the rebranding process and choose a new logo?
From the start, the District wanted to make sure stakeholders from all areas within and outside SDCCD were included in the process to make sure diverse voices and viewpoints were being shared. A survey to gauge people’s feelings on the existing brand was sent to SDCCD employees, students, and community members. Selbert Perkins Design also conducted 15 1:1 interviews and six group discussions with Board of Trustees members, College residents, public information officers, Academic and Classified Professionals Senate leaders, student groups, and development directors.
What is a Tagline? Does one Already exist for the District?
A tagline is a brief phrase or message that is used to garner attention and express a brand’s value in a memorable way. The SDCCD has not previously used a tagline, but will introduce “Be. Belong. Become.” as its new tagline as part of the brand roll out.
Is there anything I need to do as a result of this change?
A soft launch of the new logo design is currently underway with a full implementation during the 2024-25 academic year. The new logos, including the new District logos and refreshed college logos, will be released for use on September 15. Resources, such as a branding guide and templates, will be provided to make the transition simple and easy. We recognize the current logo exists in numerous places including on building signage, swag, business cards, stationery, etc. It will take some time before the old logo is completely retired, and we encourage you to use up your current supplies before ordering anything with the new logo.
When can I start using the new District logo?
Our target date for release of the new logos, including the launch of a redesigned sdccd.edu website, is September 15. We appreciate that many are excited to begin using the logos immediately, but we ask for your patience so that we can do so in a coordinated and consistent way. For now, please continue to use the old logos, and use up supplies of business cards, letterhead, and other existing collateral.
How was the new brand developed?
With a new Strategic Plan adopted in 2023, the District embarked on a District-College Branding Project to help clarify its mission, vision, and values so that more people can better understand what the SDCCD is and how the community can benefit from the programs and services offered at its colleges. With initial input from students, employees, and the community on what they would like to see the District’s brand communicate, partner Selbert Perkins Design developed an initial 12 logo designs, as well as several tagline options. Through various presentations to District stakeholder groups, the 12 designs were narrowed down to three final options that were voted upon by students, employees and community members and a final design, which constituents felt was welcoming and best embodied community, education, and growth, was selected.
What’s the meaning behind the new logo?
The sunburst logo design is inspired by the radiating energy of the sun. It serves as a beacon of inspiration, unity, positivity, and growth across the District and colleges. The dynamic design reflects the ever-evolving nature of education, as well as the District’s dedication to fostering a welcoming environment where every individual knows they can succeed. The rays are a balance of all four colleges represented by their colors with the foundation of the District supporting all colleges.
Why is there a new color for the District?
Constituents told us there was a strong desire to, in some way, incorporate the individual colleges into the District logo. While City, Mesa, and Continuing Education colleges each has its own distinct identifying color, Miramar College’s color was nearly identical to the existing District teal. As such, a new District color, a cyan blue, was identified as not only a complementary color to the college colors, but one that was unique from Miramar College and allowed for greater distinction between the two.
What do I do with the remaining supplies that have the old logo on them?
The rollout of the new brand will be gradual. We encourage that existing resources be used up before tossing and/or reordering new items, including business cards, stationery, promotional items, etc.
When can I order new business cards?
Please use existing business cards before reordering a new supply. A template for business cards with the new District logo will be available at the start of the fall 2024 semester.
What are brand guidelines and why are they necessary?
There are a lot of components that go into having a cohesive brand beyond the logo itself. Brand guidelines provide usage parameters that help make sure all elements are used presented consistently and in their intended ways. Additionally, these guidelines help ensure all parties use the brand’s elements consistently across all platforms, which ultimately helps the larger SDCCD community to be able to identify and relate to the brand. Based on these new brand guidelines, a District style guide will be provided.
How does the new brand affect the District website?
While conducting the District-College Branding project, the District also has been working with partners 25th Hour to redesign the District’s website. A new look and feel of the District website, which will incorporate the District’s new logo and color, is slated to launch September 15.
Who do I contact if I have questions?
All questions about the District’s new logo and overall brand can be sent to cpr@sdccd.edu. This landing page will continue to be updated as the brand rollout continues over the summer.
