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Abstract

Academic institutions across the globe are making significant efforts toward creating vibrant marketization policies that effectively place them on a competitive pedestal globally. The College of Engineering and Environmental Design Olabisi University, Ibogun Campus leveraged on its area of academic strengths in engineering and art in creating visual branding that promote the campus as a learning destination. This study assessed the impact of branding visuals showcasing values and identity of College of Engineering and Environmental Design Olabisi University, Ibogun Campus. The branding visuals are aimed at accentuating the competitiveness of the institutions. This study adopts mixed methods, quantitative data captures the perceptions of the branding visuals and qualitative sought insights into how the visuals mediate a distinctive sense of place. The total sample population used in the research were 1,120 students and staff of School of Engineering and Environmental Design Olabisi Onabanjo University, Ibogun campus. The population of respondents constitute of 100 staff and 1,020 students on campus. The quantitative questionnaire was anchored on 5-point Linkert Scale and analysed using percentages. The qualitative and quantitative narratives established that the level of awareness and perception of the visuals amongst the target audience is high. However, preponderant of opinions both qualitative and quantitative showed that the visual identity needed to be reviewed to comprehensively capture the uniqueness of the college

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