Metonline_news

Metro mulls image makeover; logo change possible
By Jimmy Cusack
cusack@mscd.edu

   Metro is charting a course on becoming the country’s pre-eminent baccalaureate college in the country and to achieve this standing, the school needs to better understand it’s current image and perception.
   “ One great tag line is worth a thousand words,” said Cathy Lucas, Metro’s vice president of communications.
Metro’s current tag line, “Colorado’s College of Opportunity,” will be revised as part of the branding process.
   “ We want to change the current tag line to build on the fact that you have to work hard to obtain a degree from Metro,” Lucas said.
   Branding, commonly known to involve a hot flame and iron symbols differentiating livestock, isn’t what Metro President Stephen Jordan had in mind. His idea is to separate Metro from other institutions.
   Branding is a common marketing term meaning trademark, or distinctive name identifying a product or a manufacture.
   For the new branding to take place, a communications audit will be conducted by Stacy Lewis and Associates, in conjunction with Jordan’s office and a task force of key faculty and staff.
   “ A common question that may be asked during the survey process is: if Metro was a car, what kind of car would it be? Is it economical, reliable and dependable? Through that and other questions it will help shape the image of what Metro is,” Lucas said.
   In addition to changing the tag line Metro’s logo may be expanded upon.
   The purpose is to have a more integrated marketing approach, Lucas said.
Lucas said that 10 years ago a firm created a school nickname, the Met.
   The moniker was not well received by students and faculty. Lucas said that many of the faculty used their own colors on business cards, instead of Metro’s colors.
   The goal now is to create a new image that would convey what its student body represents.

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