The Timing and Background of the Visual Identity Refresh

—From the desks of the Executive Leadership Team

We know this question is on many minds right now, especially as Selkirk College faces significant financial challenges. The federal restrictions on international student recruitment have put us in a difficult position, forcing us to make tough decisions about staffing, programs and services to address our projected $9 million deficit. These changes have deeply impacted our college community, and we don’t take them lightly.

Amid these changes, some of you have asked questions about the timing of our visual identity refresh, which includes a new logo. This project was actually planned two years ago as part of our strategic plan renewal, long before the current fiscal emergency. (In fact, you may recall some questions about the college identity during the consultations that HESA led for our strategic plan). While the timing may feel out of step with today’s realities, this initiative is about more than a cosmetic update—it’s about positioning Selkirk College for future success.  

Our logo should be a reflection of who we are. But our current design doesn’t align with the inclusive and forward-looking image we want to convey. In an increasingly competitive post-secondary landscape, having a modern, distinctive visual identity will be an important factor in attracting domestic students and forging new partnerships. That being said, we’ve asked the design firm to consider the history and symbolism of our old logo as they explore what a new visual identity might look like for us. This investment is part of a broader effort to ensure Selkirk College remains strong and resilient in the years ahead.

We understand that spending money on branding during a time of financial strain may raise concerns. Your concerns are valid, and we hear you. These are incredibly challenging times for our college community, and it’s only natural to have differing priorities in moments like this.  

That’s why we’ve approached this project responsibly, with a modest budget of $28,800 paid over two fiscal years for professional design services that will serve the college for decades to come. The project will deliver a brand promise, based on our new mission and vision, that takes shifting regional and national demographics into account. We'll get brand guidelines, a new logo and a suite of tools to help us use our new brand effectively. To minimize costs further, the new logo will be phased in gradually as materials are updated over time, rather than replacing everything right away.

Our hope is that sharing the rationale behind this project demonstrates our commitment not only to transparency but also to thoughtful planning and long-term sustainability. And while this decision may not ease today’s difficulties right away, it reflects our belief in Selkirk College’s future—a future where together, we inspire generations of changemakers through relevant, inventive and sustainable education.