Community colleges hold a special place in the communities which they serve. They are some of the most inclusive organizations, whose commitment runs much deeper than the education of their students. They provide opportunities, inspire hope, and pave the way to brighter futures for everyone seeking a better life.
The San Diego Community College District, home to four colleges, spread across ten locations, has long been an instrument of positive change in the lives the people they serve. Since its founding in 1914, the district has continually grown and reinvented itself to remain relevant to its community—making higher education affordable and accessible to everyone.
The District leadership realized that it was crucial to revise their nearly 20 year old branding and messaging in order to more effectively convey their mission, vision and values. They issued a Request for Proposal (RFP) and through an interview process, selected Branding, Wayfinding and Placemaking firm Selbert Perkins Design to assist them in developing the District’s new brand platform, positioning and messaging.
A Collaborative & Inspiring Branding Journey
Great branding tells a story—one that excites, engages, and motivates people to take action. That’s why stakeholder input was at the heart of this process. Through one-on-one interviews, group discussions, and digital surveys, SDCCD gathered valuable insights to ensure that the new identity reflected the voices and experiences of those who make up the District.
We went through an extensive process of one-on-one interviews, group interviews, and digital surveys, providing very valuable information that really set the tone and established the criteria upon which we’re going to base the new design and messaging.” — Sheri Bates, Principal, Selbert Perkins Design
A Logo That Reflects Energy, Unity & Growth
The result? A fresh, modern SDCCD logo that embodies the District’s spirit and commitment to education. Developed through months of collaboration with students, employees, and community members, the new design unites the District and College logos under a cohesive brand that reflects the community’s aspirations.
The sunburst logo design is inspired by the radiating energy of the sun, It serves as a beacon of inspiration, unity, positivity, and growth across the District and colleges – which are themselves reflected in the colors of the rays. The dynamic design reflects the ever-evolving nature of education, as well as the District’s dedication to fostering a welcoming environment where every individual knows they can succeed.” — Jack Beresford SDCCD Vice Chancellor of Marketing, Communications & Public Affairs.
Although the logo and identity branding project has just recently been launched, the results have been overwhelmingly positive. The new brand is successfully communicating what the school district is as a whole, its relevance to the community, as well as the individualized offerings available at San Diego City College, Mesa College, Miramar College, and the College of Continuing Education. The tagline of “Be. Belong. Become.” succinctly and successfully communicates the district’s mission of being an immense resource to the community.
The new tagline for our District conveys the individual experience we aspire to provide every member of our community. We create spaces where each individual can show up authentically, celebrate their cultural and individual identities, and achieve their educational goals.” — SDCCD Chancellor Gregory Smith
For potential students, it serves to excite and spark their imagination of the possibilities available to them to enhance their lives. For the individual colleges, it excites and unifies them in their common mission of helping their community while simultaneously retaining their own authentic identity. For the district, it serves as a rallying point; uniting the district, colleges and community around their common goal of enhancing people’s lives.
At Selbert Perkins Design, we are honored to support SDCCD’s mission and help bring its vision to life. Because here, every student has the chance to Be. Belong. Become.
