Status Report of Rutgers Comprehensive Communications ...

Revising Trademark Licensing Requirements to Strengthen Brand
University Relations reviewed the design specifications for licensed manufacturers of clothing,
merchandise, and other collateral materials to make sure they conformed to the new
guidelines of the visual identity system. Strict color guidelines were put in place, making
Rutgers’ school color of scarlet the predominant color of Rutgers merchandise, with black,
white, and grey approved as secondary colors. The use of various type fonts on materials
was also more closely controlled. University Relations coordinated the transition to the
new visual identity with the Rutgers Bookstore and other vendors to ensure that products
bearing the correct colors and marks were available in stores and online. The department
also worked with Procurement to help vendors understand the new requirements and the
university’s expectations for their compliance.
Rutgers’ Communicators Offered Professional Development
The Communicator Certificate Program, developed by University Relations in collaboration
with University Human Resources, was launched to provide professional development training
to full-time Rutgers employees with communications responsibilities. The certificate program
offers a series of workshops that allows for expertise sharing, peer-to-peer learning, and
tips and tools for promoting Rutgers. Topics include:
understanding Rutgers’ identity, including the visual identity system and messaging;
enhancing communication to students, alumni, and the general public;
developing ideas for media placements; and
designing effective websites.
Participants have 18 months in which to complete the required six foundation courses
and three electives. Employees may also take individual courses without pursuing a certificate.
In the first year of the program, 230 employees attended the “Understanding the Rutgers
Identity” course and many of the other 12 workshops offered; 81 enrolled in the full program
and 26 completed their certificates. Since 2007, more than 100 workshops have been
presented, and a total of 84 employees have earned certificates. Today, the program offers
16 workshops—with more to be added in the fall of 2010—and a total of 226 employees
are enrolled.
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