Letter from the Editor: What's Behind a Brand?

258 A8971 Headshot
Letterfrom Editor Tile

Golden arches, crispy fries, a red-haired clown — these otherwise disparate items make sense together because of one company's carefully crafted branding strategy. Today, colleges — even high schools — are tasked with honing their own brands in ways similar to what McDonald's has done.

Whether for recruitment purposes or in the interest of instilling pride in the existing student body, branding is increasingly figured into the design of every facility on campus. At the college level, rec centers, stadiums and arenas are now treated as embodiments of an institution's values and culture. Walk into the atrium of a luxurious major-college rec center, and visitors are immediately hit with familiar colors and graphics designed to make an impression that will be recalled every time they hear the school's name.

Log in to view the full article
Page 1 of 82
Next Page
Buyer's Guide
Information on more than 3,000 companies, sorted by category. Listings are updated daily.
Learn More
Buyer's Guide
AB Show 2025 in San Diego
AB Show is a solution-focused event for athletics, fitness, recreation and military professionals.
Nov. 5-8, 2025
Learn More
AB Show 2025