Reason and faith–together,

they’re what make us different. Here, we’re committed to a heritage of rigorous scholarship dating back over a thousand years, and to a faith tradition dating back a thousand more. This is how we create a culture of inquiry where no topic is off limits, and a culture of hope where anything’s possible. It’s the freedom to think for ourselves and a responsibility to act on behalf of others. It’s Christian leadership, and it’s changing the world for the better.

It’s higher learning.
It’s greater knowing.
It’s what makes us whole.
It’s what makes us Regent.

While many universities have abandoned faith, Regent University maintains a unifying presence of reason and faith together—knowledge to excel and a Christ-first foundation to give life purpose. It’s a central identity that remains a top priority as Regent grows and continues to uphold high standards of excellence. Last fall, a new brand strategy was implemented throughout campus and online to communicate Regent’s distinctive identity for both current and future communities. The key questions answered: What makes us Regent University, and how does that better our students and the world?

Regent’s leaders recognize the critical role the brand plays in delivering on the institution’s mission as a leading global Christian university. With its 2013 top 10 ranking by U.S. News & World Report (online bachelor’s programs), Regent is earning its place among the top Christian universities in the world even as the Ivy leagues and traditional “brick and mortars” are offering edcuation through on-campus, online and hybrid deliveries. But, as higher education continues to change and competition escalates, solidifying our position and strengths matters much.

“The goal is to bring Regent together around the ideas we share,” says Vice President for Marketing & Public Relations Sherri Miller. “Biblically based faith, our pursuit of knowledge and excellence, character and values development, and living life with purpose as we learn to follow Christ together.”

This initiative sparked an examination of the many different assets and entities that form the larger brand identity and image of Regent. The strategy was developed during summer 2013 with help and feedback from faculty, students, staff, alumni, board members and community focus groups.

These groups agreed: It’s time to cultivate shared experiences for students to create a common identity for everyone at Regent. The primary objective of the new strategy is to create a “branded house,” bringing together key elements of Regent’s identity with clarity and consistency across a diverse community.

The University Marketing department built upon these concepts with two outside agencies.

Regent LogoOlogie, a creative branding agency out of Columbus, Ohio, has been instrumental in gathering information about Regent’s identity and distilling it into a strategy for a centralized brand. Ologie developed the new logo, landing page and other creative pieces in partnership with Regent’s creative team and the many members of the community who offered their feedback throughout the process.

In addition to competitive reviews, Ologie held focus groups and interviews with a wide range of stakeholders in Regent’s purview, including current students, alumni, faculty and staff, and trustees. They discussed Regent’s current story and perceptions of the university, and then went to work developing the creative aspects of the new brand. Ologie’s extensive client list includes universities like Vanderbilt, Purdue and Notre Dame.

Moses Anshell has helped shape Regent’s new advertising campaign, in turn, increasing the university’s presence online, on radio and television, on billboards and in print. They were recently named the “Top Shop” for their home state of Arizona in AdWeek’s United States of Ad Agencies. This top award speaks to their 32 years of service to clients like Grand Canyon University, US Airways and Nintendo.

Perhaps the most notable change coming to Regent’s online and on-campus identity is a return to the original school colors of blue and green.

“For the past decade, the dark red has helped complement once-separate graduate and undergraduate schools,” Miller explains. “But the time has come to centralize our image and establish a stronger sense of heritage and school spirit around these colors.”

The colors are reflected in the fresh, more easily navigable home page at regent.edu and have been implemented throughout the rest of Regent’s website over the last six months.

The addition of a new university logo also brings a fresh look to the Regent brand. While the traditional crest will remain in use for more formal applications, such as building architecture, diplomas, commencement, convocations and other official documents, the new logo will be used online, in print, on new signage throughout campus, and for much of the school’s branded merchandise.

BusThis new logo brings together Regent’s top values: reason and faith. The left side of the logo is a half shield with three crowns on it, reflecting the Holy Trinity and representing the critical importance of faith to Regent life. The right side of the logo is shaped like the pages of an open book, reflecting the importance of knowledge and academic rigor to the Regent experience.

“Together, these are the attributes that distinguish Regent from other universities,” says Vice President for Enrollment Management & IT Tracy Gregorio. “Our values set us apart, and that’s what draws students here.”

The mission and vision of Regent have always given the university a strong sense of self and of purpose:

Mission: Regent University serves as a center of Christian thought and action to provide excellent education through a Biblical perspective and global context, equipping Christian leaders to change the world.

Vision: To be the most influential, Christian, transformational university in the world.

These expressions provided a great foundation for the new brand strategy.

Regent already has an edge among universities for its spiritual vitality and academic selectivity and quality. Building a central identity around these strengths highlights the university’s uniqueness—what makes us “only Regent.”

Christian Leadership to Change the World remains Regent’s motto and a tagline of the university’s identity. Now, a thorough positioning statement has been developed that helps encapsulate the mission and vision:

“Reason and faith—together, they’re what make us different. Here, we’re committed to a heritage of rigorous scholarship dating back over a thousand years, and to a faith tradition dating back a thousand more. This is how we create a culture of inquiry where no topic is off limits, and a culture of hope where anything’s possible. It’s the freedom to think for ourselves and a responsibility to act on behalf of others. It’s Christian leadership, and it’s changing the world for the better.

Regent-HomeIt’s higher learning. It’s greater knowing. It’s what makes us whole. It’s what makes us Regent.”

Regent’s core values of excellence, innovation and integrity drive this new messaging—messaging that reflects what students already experience day to day.

“Regent is committed to Christian thought and rigorous scholarship so that graduates are equipped to pursue their calling,” Miller says. “Our graduates leave here ready to excel and inspired to lead.”

Miller’s statements echo through the responses of many in the Regent community who participated in focus groups and conversations about Regent’s identity. “Regent is a place that cannot be ignored,” said one respondent. “We are an influencer of culture, especially among Christian schools.”

Regent stands on the conviction that the Bible is not only the cornerstone of faith, but of knowledge. It’s infused into every curriculum in every school. “We’re proud to be strongly Christian and truly rigorous academically,” said another respondent. “No matter what you choose to study, you will have Christian integration, expert faculty and a focus on excellence.”

The launch of the new branding campaign kicked off on campus with “Regent Proud Day.” Students wore blue and green to a campus-wide chapel where a video of the positioning statement debuted.

“Many students didn’t know we had official school colors or had any idea what the crest was about,” says Campus Ministries Director Jason Peaks. “Now we have symbols and colors that represent us as a school—a new definition of ‘what makes us Regent.’ In a lot of ways, it’s helping students bring greater realization to who they are in the community.”

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