Spring 2006

Image is Everything by Lisa Skari

Branding, messaging, consistent look and logo... all these words have been flying around, but what does it all mean?

A college's image is one of its most important assets. A well developed image will enhance student recruitment activities, help recruit faculty and staff and raise more external dollars.

Our image, or brand, is how people perceive us in their minds, hearts and pocketbooks. As highlighted in the Community Perception Survey completed by Hebert Research in 2004, Highline had a 91% awareness rating, and is second in "top of mind" (unaided recall) recognition, following UW. At the same time, the research showed that Highline does not have a unified image nor is it clearly differentiated from other community colleges in the area. This is why it is important for us to focus our brand, then continually build and maintain it. It isn't something we do this week, fall quarter or next year. It's a never-ending commitment.

This can be managed by an organization through their use of messaging, look and logo. Messaging is simply what it is we are trying to say to our audience. How we present ourselves to others should give them a clear idea of who we are and what we are about. Individual messages must be clear and understandable, and strong brands are built through consistency. This means saying the same thing about yourself over and over. Consistency in message is strengthened through consistency in look. This means picking a look and logo, and then sticking to it.

Communications & Marketing have worked with Arscentia Design over the last 18 months. Based on Hebert research and input from focus groups, messages, look and logo have been developed. Arscentia is in the final stages completing the standards and templates that will be used in establishing our look. Continuity is one of the most important aspects of a strong image, and we ask for your help as we move forward with this new initiative. There are specific usage standards for all elements and we need to adhere to them, to ensure our consistency.

So what's next?

Currently, the Print Shop and Purchasing have the artwork for the logo and will be using it on future orders. We are holding the public release in conjunction with the Spring Festival, set for May 19th. Students visiting the campus will receive goodies with the new look that they will take home with them, and hence create visibility in the community. Publications created after this date will have the new messaging, look and logo, so you will start to see it show up. Our goal is to have the whole package rolled out by Fall Quarter. This will include a redesigned (structurally and visually) public website, standards and style guide, templates and logo available on the web for your use.

Thank you for your interest and support, and please direct any questions or comments you have to me lskari@highline.edu

Want a sneak peak? Click here: logo

Inter-Cultural Resource Center Opens

The Inter-Cultural Resource Center celebrated its official opening on April 25.

The Inter-Cultural Center is an intimate lounge and resource center for students, staff and faculty. It is a vibrant and safe space to explore and celebrate diversity in a learning environment. The center provides peer mentoring, computers for student use, scholarship information and a multicultural library.

Programs include Brother to Brother, Sister to Sister, quiet study hours, and courageous conversations.

Hours: Mon-Thur, 9:00 - 3:00 and Fridays 9:00 - 1:00 p.m.

Contacts: Yoshiko Harden-Abe or Aaron Reader at 206-878-3710, ext. 4350. Location: Building 6-164.

Highline Community College ASL Club

presents

"Can You See Me Now?"

HOW ABOUT NOW?

An Evening of Hands Up Comedy with

Howie Seago

Friday, May 19, 2006, 7:30 p.m.

Highline Student Union

$10 general admission; $8 for students with ID card

Howie will be here to share his comedic insights into "Hearing" peoples perspectives on Deafness and perform Deaf humor and stories.

Spoken Language interpreted for the signing impaired
(If you can hear and can't sign, that's YOU!)

for more details visit:

www.highline.edu/howie

or contact Roman Wright at rwright@highline.edu

PARENTS AND AUDIENCE ARE STRONGLY CAUTIONED:

This standup comedy performance by Howie Seago contains mature themes with infrequent coarse language and suggestive sexual situations. Not recommended for those under 17 years of age.

Howie Seago co-starred in the 1998 German-made film, "Beyond Silence," which was nominated for Best Foreign Film

Star Trek:The Next Generation also created an episode around him. He has also appeared in several television programs.

Latino Night School

Latino Night School was created to support Federal Way’s Latino students and parents. Federal Way Public Schools , Highline Community College and the Multi Service Center have teamed up to provide a convenient way for Latino students and their families to connect with school and community resources.

The Latino Night School is an ongoing effort, meeting two or three nights a week at Jefferson High School. We offer several ESL classes and a GED-preparation class there. Other agencies and non-profits provide childcare and beginning-level conversational ESL, along with make-up credit courses for high school-age students.

For more information:

http://www.fwps.org/dept/ell/secondary/nightschool/index.html

Welcome to Our Team (as of February 2006)
Staff Name	Position	Department
Dena Dillon	Executive Assistant to the VP of Student Services	Student Services