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About UHCL Branding
University of Houston-Clear Lake provides a pathway to success for students in the Houston Bay Area and beyond. For UHCL to stand out among the many choices available to prospective students, we must differentiate ourselves from other universities. And, as the university continues to develop into a four-year institution, we need to consider how we present ourselves in an increasingly competitive higher education market.
In 2011, UHCL partnered with Richards/Carlberg, a recognized leader in the marketing industry, to develop a focused brand identity for the university. Agency representatives conducted research including confidential interviews with faculty, staff, students, alumni and community partners in fall 2011. The Richards/Carlberg team also led an intensive branding workshop with UHCL's college deans, associate vice presidents and other senior administrators and staff members. The outcome of the work done during the fall was revealed in spring 2012 when UHCL introduced its new marketing campaign to communicate the university's brand promise: "The choice is clear."
UHCL's Brand Guide was created to assist university departments in presenting a strong, focused brand identity through graphics, tone and message when communicating about UHCL.