In the fall of 2019 SUNY Brockport conducted a blind survey to test the opportunity to re-brand our name from The College at Brockport to State University of New York Brockport. Based on the data received from 1,165 respondents we learned that there was an opportunity to increase overall awareness of the college by changing our name to SUNY Brockport.

Purpose & Methodology:

• All respondents were screened to ensure they met target audience quotas
• The survey was blind (i.e., respondents did not know it was sponsored by The College at Brockport).
• The survey took an average of 8 minutes to complete and included 39 questions.

Findings / strategic implications:
The name, “The College at Brockport” is not as powerful as “SUNY Brockport”

• Many are unclear of the relationship with SUNY.
• “SUNY Brockport” scores higher in 7 out of 9 factors tested compared to scores for “The College of Brockport”.
• A name change to “SUNY Brockport” would likely help the nearly half of respondents with a “neutral” impression of the college shift towards a more “positive” one – reinforcing the value of the school.
• It would bring a greater recognition of the college as an inclusive/diverse school in addition to community focused, nationally recognized, and one with state-of-the-art facilities.
• It could potentially better position it to compete against higher ranked schools.

Design goals:

Marks: Create four different logos. One horizontal layout, one vertical layout, one condensed layout, and one departmental lockup . 

Typography: Consideration for type size when printed at small sizes and used across a variety of mediums. Previous identity used a serif typeface. Consider legibility of serif vs sans-serif. 

Shield: Create a distinct shape that will be easily recognizable and graphically bold.

Torch: With its roots in the myth of Prometheus, the torch has become an iconic part of the SUNY Brockport identity and leadership has asked that a torch be kept as part of the new identity. Explore different illustration styles and renderings of flame and handle.