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Salesforce University (SU) had a brand identity that was old and outdated. It no longer complied with Salesforce brand standards, nor did it communicate the sophistication and expertise customers and partners would find working with SU. We needed to develop a new logo and system that was both brand compliant while also reinforcing SU's unique brand attributes and story.
To begin, we redefined Salesforce University's core brand attributes: smart, approachable, knowledge-driven, premium and empowering. We chose to visually express these attributes through the use of a modern take on a university seal. It is a direct—and natural—extension for us. The book chevron communicates what we do in a modern way, it fits well within our larger corporate brand system and translates well globally. We then created a system around our seal to reflect the highest level of learning, making our materials easier to read and swag more fun to wear.
This logo and system has been distributed globally internally and externally, it is on all course materials, web properties, swag items, advertising, awards, social media channels and certification credential. By the year 2020 Salesforce will add over 2 million jobs into the global ecosystem - this branding will represent Salesforce in getting those people trained and certified.