The document outlines plans for a brand refresh initiative at the Justice Institute of British Columbia (JIBC). It involves revising the brand story, logo, typefaces, tagline, collateral, and developing a promotional campaign. The proposed brand story focuses on JIBC's mission of educating professionals who ensure public and community safety. It emphasizes the values of readiness, competence, confidence and making a difference. The proposed new logo, tagline ("Be the one"), printed materials, and promotional campaign theme aim to better convey JIBC's unique role and brand essence of providing readiness. Feedback on the proposals is requested.

1. JIBC brand refresh
initiative
December 2013

2. Brand refresh at JIBC involves:
• Brand story, brand essence
• Logo
• Typefaces
• Tagline
• Collateral (brochures, stationary, etc)
• Campaign/promotional platform
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3. JIBC brand story – definition
• A narrative that portrays the heart + soul of JIBC
• Tells why we exist, what we believe in, how we
create value, what we promise, what our
students and customers experience
• What we tell ourselves about ourselves
• A foundation for describing JIBC to everyone else
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4. JIBC brand story
Justice Institute of British Columbia is a
unique public post-secondary institution
focused on public and community safety.
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5. JIBC brand story
We believe that public and community
safety is vital to communities and to the
economy. We educate people whose work
supports safe and healthy places to
live, work and play.
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6. JIBC brand story
In fulfilling that mission, our highest values
are educational excellence and student
success.
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7. JIBC brand story
JIBC was created in 1978 from a bold and
original idea: to coordinate British
Columbia’s various public safety training
programs in one institution. To us,
integrated training makes sense: people
who must work together, should learn
together.
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8. JIBC brand story
Since then, JIBC has become Canada’s
leading public safety educator, and one of
the top public safety institutions in the
world.
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9. JIBC brand story
Every year, close to 30,000 people learn at
JIBC. They are experienced professionals
looking to advance their careers; younger
people starting a career; and government
agencies as well as public and private
organizations that need customized
training.
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10. JIBC brand story
JIBC graduates serve with professionalism
and compassion. They make communities
safer, and help people in need, throughout
BC, across Canada, and around the world.
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11. JIBC brand story
They are paramedics, police officers and fire
fighters.
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12. JIBC brand story
They are sheriffs who protect the courts, and
correctional and probation officers who
supervise offenders and reintegrate them
into the community.
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13. JIBC brand story
They are emergency management specialists
who prepare responses to major emergencies
and disasters.
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14. JIBC brand story
They are counsellors who help people
recover and heal.
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15. JIBC brand story
And in countless agencies, organizations
and companies, you’ll meet confident,
committed people who turned to JIBC to
help them develop their capacity to lead,
negotiate and facilitate.
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16. JIBC brand story
Their work is active: they respond and
protect, they lead and negotiate, they
prevent and prepare, they investigate and
inspect, they help and heal.
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17. JIBC brand story
With their specialized knowledge and
training, JIBC graduates ensure that
communities and organizations are
resilient and ready.
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18. JIBC brand story
JIBC scholars add to that knowledge base
with applied research. Their discoveries
and solutions contribute to best practices
in the field, inform public policy, and keep
JIBC courses up-to-date.
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19. JIBC brand story
JIBC courses are innovative and practical.
We emphasize hands-on, experiential
learning through simulations and scenarios
– learning embedded in action. Our
instructors are seasoned professionals who
share relevant experience.
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20. JIBC brand story
Whether you take one course at JIBC, or
earn a bachelor’s degree, you acquire
something important: a feeling of
readiness. Of being ready to do important
work, and ready to make a difference.
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21. JIBC brand story
Readiness is a demanding state, achieved
through hard work and commitment. It
requires technical knowledge, as well as
teamwork and communication skills. It’s
competence and confidence.
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22. JIBC brand story
Readiness is also about trust. Trust in
yourself and in your colleagues. And the
trust that people place in you. If you
work in public and community safety,
you earn that trust every day.
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23. JIBC brand story
You deal with real people in real life
situations.
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24. JIBC brand story
Your work is challenging. Not everyone
has what it takes to do what you do. Not
everyone wants to.
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25. JIBC brand story
But it’s the work you’ve chosen. You have
the passion for it. And you’re proud of
what you do.
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26. JIBC brand story
You are the one who responds first in an
emergency.
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27. JIBC brand story
You are the one who prepares for situations
that others prefer not to imagine.
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28. JIBC brand story
You are the one who helps people heal
and recover after the damage is done.
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29. JIBC brand story
You are the one who finds common ground
and leads people through change.
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30. JIBC brand story
You are the one who is committed.
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31. JIBC brand story
You are the one who is ready.
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32. JIBC brand story – brand essence
Our brand essence is the purest distillation
of our brand story. It’s the shortest, most
compelling concept that captures the
single intangible attribute that we provide
to all students and clients.
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33. JIBC brand story – brand essence
It’s what we’re all about. It’s what
differentiates us. It’s what we do better
than anyone. It’s our value proposition.
Needs to be:
• true, meaningful
• Valuable
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34. JIBC brand story – brand essence
Readiness.
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35. JIBC brand story – brand essence
Competence: Problem
solving, critical
thinking, independent
learning
Confidence
and Pride
Leadership
Readiness.
Teamwork,
interpersonal relations
Trust
Communication, info
rmation literacy
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36. Logo
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37. Logo – current primary
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38. Logo – current secondary (restricted)
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39. Logo – proposed refresh:
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42. Fonts
Current logo font: Berkeley old style
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43. Fonts – new
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44. Tagline
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45. Tagline – current
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46. Tagline – criteria:
•
•
•
•
•
•
Congruent with who we are and what makes
us special and relevant
Describe the brand essence (readiness)
Impart positive emotional valence to the brand
Signal a competitive spirit
Simple, neat, crisp
Believable, ownable, campaignable
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47. Tagline – proposed new:
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50. Printed collateral
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55. Promotional campaign
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56. Promotional campaign
A creative expression of our brand story, in the
marketplace, that allows us to get noticed and
build awareness. It should engage people and
prompt them to check out what we have to
offer.
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57. JIBC promotional campaign
• Needs to be compelling at a personal level:
touch emotions and imagination.
• Needs to be congruent with our brand story,
brand essence.
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58. JIBC promotional campaign theme
Be the one.
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59. JIBC promotional campaign theme
Please note that in the following mock ups, the
images used are just placeholders. In order to
deploy the campaign, we will acquire new
images to better portray the roles described.
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66. What do you think?
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67. Share your feedback
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Thank you!