GCCC planning to replace 20-year-old logo

10/11/2012

By RACHAEL GRAY

By RACHAEL GRAY

rgray@gctelegram.com

In order to better define and represent what Garden City Community College means and offers the public, college officials plan to unveil a new logo next week.

The official unveiling will be from 10:30 a.m. to 1:30 p.m. Oct. 19 outdoors on the central campus mall. GCCC President Herbert Swender is scheduled to unveil the logo at 11 a.m.

The logo also will be presented Oct. 20 during halftime of the GCCC-Dodge City Community College football game at Memorial Stadium. A party for alumni and friends after the game is planned at Samy's Spirits and Steakhouse.

Steve Quakenbush, GCCC executive director of public relations, said the logo isn't just about instituting a different institutional trademark.

"The image that will be unveiled on Oct. 19 is the primary visual element in an overall branding effort for the college, so that we can better communicate the quality and success that people should expect from GCCC," he said.

Quakenbush said the college is following suit with other education institutions that have changed logos recently.

"We believe that's important in today's competitive collegiate environment, and it's something that we've seen other learning institutions address, as well. Both Kansas State University and the University of Kansas, for example, have established new brandmarks in recent years, and so have some of our competitors among the ranks of Kansas community colleges," he said.

Quakenbush said the present cube-letter logo has been in use for more than 20 years.

"... And that's well past the average shelf life for a corporate emblem or a collegiate logo to go without at least some updating," he said.

Quankenbush said the branding effort particulary took off when Swender became president.

"When Dr. Swender took charge as president in 2011, one of the objectives he identified early on was the development of an updated logo," he said.

The new logo was created by Tiffany Heit, who manages GCCC printing and graphic design services, under the direction of Cathy McKinley, GCCC's executive director of marketing. Final selection was made by the GCCC President's Cabinet. The launch events were organized by the GCCC Marketing Committee.

"As one of the top-ranked community colleges in the nation, GCCC needs to convey an image of success, collegiality and excellence," McKinley said.

"GCCC's graphic identity system is an important tool for achieving these goals," she said.

Swender first announced in 2011 that the college would pursue a new logo design, noting that the old image had served the college well but that it was time for an update.

"Our new logo and wordmark were created to illustrate GCCC as the contemporary, powerful institution of education that it is," McKinley said. "Consistent use of these trademarks will help in branding the college as a high-quality organization that ensures student success."

Like the previous emblem, the new logo will represent GCCC in parallel with the familiar Broncbuster image, which serves exclusively as the college mascot. The student-designed, cube-style logo that is being retired was introduced early in the administration of Dr. James Tangeman, who served as president from 1988 to 2000, and throughout the 10-year tenure of Dr. Carol Ballantyne, who retired in 2010.

Prior to the old emblem's implementation, GCCC's trademark was a traditional collegiate seal, dating back to the college's founding in 1919.

The Broncbuster image, which was adopted as the official mascot on GCCC's 20th anniversary by the class of 1939, will continue serving in that capacity.

Implementation of the updated collegiate emblem will begin immediately in online, print and additional applications. College officials anticipate that most of the last printed items bearing the old logo will cycle out of circulation within the year.

The Oct. 19 event will include food, giveaways, music and entertainment, according to McKinley. At the football game, 250 commemorative T-shirts will be given away. The party afterward, sponsored by Samy's, will feature giveaways and specials.

Sponsors for the festivities, in addition to Samy's, include the GCCC Student Government Association, the Finney County Convention and Visitor's Bureau, the Western Kansas Broadcast Center's Z-98 FM Radio, The Garden City Telegram, AmericInn Hotel and Suites, Quality Structures, Inc., Robinson Alignment, Inc., Screen Printing and Specialties, and GC3 Media.

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