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Brand Equiity collection, 2007

Identifier: 036.03.18

This is an open collection for publicity items released as part of the Illinois Institute of Technology's Brand Equiity campaign, which was inaugurated in the spring of 2007 to promote awareness of IIT in the Chicago-area markets. The campaign centered its messaging strategy on the coined words "Curiousiity, Tenaciity, Ingenuiity, and Ciity Life." Included in the collection are the following: Letter dated April 2, 2007 from Rose Milkowski, IIT Chief Communications Officer, to the IIT community, announcing the kick-off of the branding campaign (2 copies), Print-off from "IIT Today" (on-line campus newsletter) for April 5, 2007, covering the display of branding campaign materials at O'Hare Airport, and a color pamphlet bearing title "Brand Equiity: Building a valued relationship that lasts."


  • Creation: 2007


Language of Materials

Records are in English.

Conditions Governing Access

Available for Research

Collection Size

1 Box

Biographical Note

By a charge from President Lew Collens in ate 2006 to develop a full-fledged branding campaign for Illinois Institute of Technology, the Department of Communications and Marketing engaged more than 250 members of the university community in brand development to increase the visibility of the university and to build a more solid understanding of the attributes of IIT. The kick-off of an awareness campaign came in April 2007 after eight months of research and planning, and debuted with a series of ads to bolster institutional awareness in Chicago-area markets. The campaign visually captured key words (using "iit" as an intentional misspelling in words) that reflect the nature of IIT's points of distinction and was intended to position the university with the following foundations for messaging strategy: Curiosiity An academic experience grounded in engineering, science, and technology Tenaciity Exceptional students with an intense work ethic Ingenuiity Innovation and entrepreneurialism Ciity Life Chicago, a total urban experience

Physical Location


Immediate Source of Acquisition

Formerly 2007.024


Mindy Pugh, Assistant University Archivist 4/19/2007

Part of the Paul V. Galvin Library. University Archives and Special Collections Repository

35 West 33rd Street
Chicago IL 60616
(312) 567-5993

Paul V. Galvin Library

35 West 33rd Street | Chicago, IL | 60616