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Wilfrid Laurier University Communications, Public Affairs & Marketing
December 10, 2016
Canadian Excellence

Timeline & Process

The visual identity review will answer two key questions:

  • Should the university’s visual identity be updated or changed?
  • If yes, how can it be updated in a cohesive way that reflects the university’s strengths, values, and traditions?

Scott Thornley + Company (STC), the firm that was selected for the visual identity review project in 2010 after a comprehensive RFP process, has come to know Laurier quite well in recent months. Scott and his team conducted focus groups with the Centennial Steering Committee and did extensive secondary research before developing the LAURIER100 logo. They have since designed the centennial banners, website, and advertisements that are beginning to appear in national publications.

STC’s attention now shifts to the main visual identity review. The following outlines the early stage timelines and processes. Additional information will be added as the project unfolds. In the meantime, we hope you take advantage of opportunities to participate in the conversation.


Weeks of February 7 & 14, 2011

Pre-design input sessions
: Scott Thornley + Company (STC) holds focus group style sessions in KW, Brantford and Toronto. Visit the opportunities for input page to sign up for a session.

February 10 - 17, 2011

Pre-design online forum
: Moderated, online forum goes live to ensure as many people as possible have an opportunity to provide input that will help guide STC’s development of the Creative Brief. Participants will have the chance to respond to the same questions being tabled in the focus group style sessions. Discussion groups will also be set up on the Laurier facebook page.

Visit this website beginning February 10 to leave your comments!

February 18, 2011

Creative Brief development
: STC begins crafting the Creative Brief – the document that answers the key questions outlined above and informs and guides the design process – while continuing to receive input from key stakeholders.

March 2 - 6, 2011

Feedback on Creative Brief
: Participants in pre-design input sessions as well as wider university community given opportunity to comment on the guiding principles contained in the Creative Brief.

Week of March 7, 2011

STC finalizes Creative Brief based on input and feedback.

Week of March 7, 2011

Design work commences
: Design work begins to either revise the visual identity or update usage of current identities.

June - September, 2011

Circle-back meetings:
Individuals who participated in the pre-design input sessions invited to attend presentations on the visual identity/branding solution being recommended by STC and provide feedback.

October 21, 2011

Result of visual identity review to be unveiled
to university community.

January 2012

Updated visual identity to begin appearing
on printed and other materials.