Talking Stick - May/June 2014 - 45

Brand Management
residence halls show that a campus brand goes
far beyond just its cartoonish mascot. The Talking
Stick takes a picturesque walk through a host of
halls that demonstrate the many ways a campus
brand can be brought to life.
By Tonie Miyamoto and Mandy hagedorn

s

troll through most shopping malls around the world and most visitors
will instantly know where they are even without needing to see the
store sign. When one crosses the threshold of a slick, white retail space
filled with tables showcasing simply designed but high-tech gadgets,
the all-familiar logo of an apple with the telltale bite taken out of it, there can be
no doubt that this is an Apple store. From the minimalist design to the familiar
white backdrop, Apple's ability to brand not just their products but also their
retail stores speaks to the brand's strength and ability to create a space that is
unique to them.
As college and university campuses continue to ramp up renovation and
construction projects to create state-of-the-art living-learning communities,
they are also considering how to create a sense of place that goes well beyond
throwing the school logo on the wall. Though campuses spend millions of
dollars creating new buildings that are beautiful and functional, many look like
they could be anywhere. How can campuses put a unique stamp on spaces?
Brandscaping is defined as the combination of art, graphic art, and signage
working together with the architecture, interior design, and landscaping
of a space to enforce and enhance brand identity. "Branding celebrates
the uniqueness and idiosyncrasies of place," says Lou Bieker, principal for
4240 Architecture Inc. "It is paramount to creating lasting and site-specific
environments that create meaningful friendships and memories."
Effective brandscaping requires a collaborative design process that brings the
architect together with representatives from housing, communications, and the
student body to ensure that branding is an integral part of the construction or
renovation project and that it reflects an institution's character. Visiting a campus
in the Pacific Northwest of the United States should feel very different from
visiting a campus in the deep South, just as visiting a college with agricultural
roots should feel very different from visiting an art college. Brandscaping is a way
to define geographic area, reflect the local community, and highlight what makes a
particular campus unique.
The following pages show some of the latest and greatest ways that campuses,
in one way, wear their heart on their sleeve. From color schemes to wall coverings
and logos to landscaping, there are multitudes of ways to bring brandscaping to life.
Are there examples that we missed? We want to know about them. Please send an
email to talkingstick@acuho-i.org and include your high-resolution photographs along
with a few sentences or paragraphs explaining how the residence hall design utilizes
brandscaping. We will then share them online, providing inspiration for everyone
else looking for ways to enhance their own brand management.
May + june 2014

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Talking Stick - May/June 2014

Table of Contents for the Digital Edition of Talking Stick - May/June 2014
