Creating a Logo to Market Distance Learning Services

Abstract

ABSTRACT With distance education rapidly expanding at many institutions, the successful promotion of services designed for distance learning faculty, staff, and students is essential since most of the students will never visit the library building. While many libraries have created a logo for their main web page that is also used on publications and handouts, an evaluation of distance learning sites and portals reveals that few libraries use a logo specific for distance learning. Creating a brand identity is a marketing element underutilized in promoting distance learning library services. In the fall of 2004, it was determined that a distance learning specific logo would help to better promote services. The logo is used on all the library's distance learning sites as well as publications including brochures, bookmarks, and presentations. The goal is to create a unique “brand” to unify all of the library's distance learning materials. This poster session focuses on the history of the design and selection of the logo. During the creation process, several images were considered as logos. The poster describes the reasons for selecting one design over others, and includes tips for the institutional approval process. This poster demonstrates the uses of the distance learning logo to brand presentations, publications, and Web pages to successfully increase use of distance learning services, and create a name for the services.