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In the past, the previous college president had instructed the staff to always refer to TC3 as Tompkins Cortland Community College. Communiqué felt different. We needed to brand the logo to make a distinct impression; we did so by emphasizing the well-known acronym TC3. We used bold, bright inviting primary colors, green, magenta, and blue (changed in 2008). The key goal was to ensure that TC3 stood out as unique from its competition and differentiated itself through a unique brand. We also wanted to ensure that we were not competing with four-year colleges and universities but instead were a student’s passage into the world of greater opportunities in education.