Because there’s tech, and there’s New York Tech

Hands-on: "Tech" gets its due in the New York Institute of Technology's new rebranding effort.
By GREGORY ZELLER //

The New York Institute of Technology’s unique history and bold future will both play large in a new marketing campaign.

The 65-year-old university has unveiled a new “brand identity” that reinforces its roots, touts its technological chops and carefully cultivates its central role as a mainstay of regional higher education – specifically, a tech mecca churning out tomorrow’s most important socioeconomic contributors.

The “bold new identity” – which includes new school colors, a multimedia ad blitz, a fresh tagline (see below) and, most importantly, a switch from “NYIT” to “New York Tech” as the school’s common reference – “conveys who we are as a university,” according to Nada Anid, New York Tech’s vice president for strategic communications and external affairs.

“This positions us well as we carry out our mission and expand our reputation as the go-to place for an outstanding, forward-thinking, career-oriented, technology-infused education,” Anid said Monday. “We are excited to integrate this vibrant new brand into our institutional framework as we continue to tell the New York Tech story and truly live the brand.”

The rebranding follows some 18 months of research, testing and analysis, conducted primarily by Anid’s office and Iowa-based communications consultant Stamats, which specializes in higher-education campaigns.

Nada Anid: Living the dream.

To better reflect its geographic identity, the university – which boasts campuses in Vancouver and Arkansas but is anchored by its Old Westbury and New York City facilities – has officially changed its colors to blue and gold, the official colors of New York State.

It has also reworked its logo, incorporating the new colors and a “proprietary typeface” that reflects its “contemporary and powerful, forward-thinking technological identity,” according to a statement.

In addition to introducing the new logo and slogan (“Do. Make. Innovate. Reinvent the Future.”) into various digital and print assets, including websites and recruitment materials, New York Tech is also embarking on an ambitious advertising campaign.

Connecticut-based multimedia shop Primacy – which operates satellite offices in NYC, Boston and Florida and was attractive because of its “higher-ed experience,” according to Anid – will lead the commercial campaign, which is set to debut in 2020 with a combination of new signage, a strong social media outreach and traditional advertising components.

Hank Foley: Futurist.

“New York Institute of Technology is on the move with bold plans for the future,” Matt Cyr, Primacy’s vice president for strategic practices, said in a statement. “We look forward to bringing their brand to life and supporting their powerful mission.”

Cyr and his Primacy mates will be working closely with New York Tech’s new senior creative director, Erica Pennant, who comes to the university from Garden City-based higher-education marketing and enrollment strategist Spark451. Pennant has also managed marketing campaigns for popular People magazine and for People en Español, People’s Spanish-speaking spinoff.

Anid trumpeted “a wonderful addition to our team,” noting Pennant’s “impressive background in design and higher-education … as well as her experience leading creative teams at People en Español and managing 360-degree marketing campaigns at People Magazine.”

With the strategic communications VP and Pennant executing the new branding strategy from within and the university’s outside partners firing on all cylinders, New York Tech is well-positioned to strengthen its market position as a leader of regional and national technology-focused higher education, according to New York Institute of Technology President Hank Foley.

“We are bold thinkers who dare to do what’s challenging, embracing our ability to make a path for others to follow and innovate where there is both obstacle and opportunity,” Foley added. “Together, we will reinvent the future.”