New Brand Usage: Q&A

How is the new brand being rolled out?
The move to the new look will be gradual, beginning with branding messages on the homepage of our website and in the recruiting materials for prospective students that are being used this season.
 
Departments ordering business cards, letterhead and brochures currently are being transitioned to the new look. By early 2011, we hope the transition will be nearing completion.
 
The main branding webpage will provide examples of creative concepts, information on ordering business cards,  a style guide, and rules for approval of all external marketing communications and materials.
 
Can I deplete my current supply of business cards and letterhead?
As departments run out of existing letterhead, business cards, brochures, etc., the Department of Marketing and Communications will provide you with business cards and letterhead in the new brand look. You can use the same process you’ve always used to order these items. The Office of Business and Finance will pay for the first printing of 250 business cards and 500 sheets of letterhead. Again, we hope the transition will be nearing completion in early 2011.
 
Where can I find the new Armstrong nameplate and style guide?
Click on the Style Guide icon on the main branding webpage.
 
Will Armstrong still use the compass in marketing materials?
While the compass is a part of our heritage and still firmly embedded in landmarks across campus, the new brand campaign will not utilize the compass symbol on our communication materials.  We have much brand equity in the name Armstrong, which is where the new campaign will place emphasis.

How do we refer to Armstrong in our written communications and speeches?
In first written reference, it is standard to use the entire name:  Armstrong Atlantic State University.  After that you can refer to the university as Armstrong.  Use of AASU and Armstrong Atlantic is being phased out.
 
How do I get the new brand concept for my department brochures and other materials?
The Department of Marketing and Communications will help you transition your departmental materials to incorporate the new look and messaging. Please submit any items used for external communication to Marketing and Communications, which is responsible for reviewing and approving all media advertising, brochures and external marketing materials. This will help us adhere to the new brand standards, so Armstrong will have a consistent face forward. If you have promotional items, our Marketing and Communications department will also help you determine the best way to use the new nameplate.
 
How can I help with the transition?
Everyone at Armstrong can “be the brand.”  How?

• Refer to the university as Armstrong rather than AASU in your written and oral communications.
• Relate the qualities that differentiate Armstrong from other colleges. Find these on our Why Armstrong? page. 
• Use one of the Armstrong PowerPoint templates when you make presentations about the university.
• Share this information with your students, your friends, neighbors and friends of Armstrong.
• Consult with the office of Marketing and Communication to transition your departmental materials to the new look and messaging.