Indigenous Education Brand Book

Purpose of This Guide

This publication provides a set of guidelines for re-designing and creating new collateral material for Red River College’s Indigenous recruitment efforts. The brand will work to firmly establish Red River College Indigenous Education as a desirable, authentic and inclusive institution for Indigenous learners. The Indigenous Education brand complements Red River College branding as a sub-brand.

Our Target Audiences

There are three distinct audiences the Red River College Indigenous Education brand will aim to target in its recruitment efforts:

1. Aspiring Indigenous Students

These students choose to come to Red River College from all over Manitoba and Northern Ontario because of the quality of the education, co-operative opportunities, work placement, referrals for jobs, and employability upon graduation. They choose RRC over other institutions because RRC has strong Indigenous leadership, relevant programming, and wrap-around supports that help Indigenous learners achieve success before, during and beyond their post-secondary experience.

2. Alumni

A graduate or former student, Red River College Alumni include retired staff and other associates. Alumni relations is an important part of Red River College Indigenous Education’s advancement activities. Alumni are an institution’s most loyal supporters and are valuable role models for current students as they are often well placed to offer practical support to students as they start their careers. By engaging alumni, RRC can continue to benefit from their skills and experience and generate invaluable word-of-mouth marketing among their community and their social and professional networks.

3. Feeder Organizations

An education partner collaborates with Red River College in various ways including student recruitment, research, joint programs, and articulations. They want to share knowledge, provide mobility options for students, and cultivate better programs together. Relationships are built and maintained to ensure successful results, establish trust, and develop beneficial agreements for all parties. Feeder organizations include tribal councils, First Nation communities, the Manitoba Friendship Centre, Indigenous entrepreneurship and business, community partners and research partners

Brand Personality

We offer a successful education experience that incorporates authentic teaching and learning of and with Indigenous peoples. Together, we forge a rich collective identity that emerges from our connections to people, place and history.

We use a holistic approach to advising and addressing the student as an individual, and we reflect the spirit of perseverance. This approach embraces a can-do attitude fueled by creativity, hard work, and community.

We are here to support Indigenous students and to help them succeed.

Glossary

Brand: the intangible perception of a product or organization’s attributes: its name, packaging and price, its history, its reputation and the way it is advertised.

CMYK: the method of printing commonly referred to as “full colour.” It involves the use of four printing inks (cyan, magenta, yellow and black) combined to reproduce colour photos and a wide variety of colours.

Grayscale: the method of printing using one colour to print a range of greys from white to solid black.

Leading: the spacing between lines of type in a paragraph.

Logomark: a visual mark used by an organization to identify itself usually consisting of a symbol, typographic treatment and tagline.

Pantone®: a brand of numbered printing inks based on pre-mixed colours chosen from swatch books.

Reversed: a graphic element placed on a dark colour background, which must the be formatted in white in order to maximize readability.

RGB: a method of displaying colours on a computer or TV screen. It involves the use of 3 colours (red, green and blue) combined to reproduce a wide variety of colours and colour images.

Tagline: a phrase or slogan used by an organization — usually in conjunction with their logo — to associate themselves with a certain feeling or to induce a certain reaction from the viewer.

Tracking: the spacing between individual letters in a word.

Typeface: a set of one or more fonts, in one or more sizes, designed with a stylistic unity.

Typography: the practice of employing different typefaces of various sizes, formats and colours to create a desired feeling in a design piece.