The signing of a branding contract for the College of The Bahamas is pivotal because it is an initiation of steps that ?will forever change the images and the symbols? associated with the institution, COB president Janyne Hodder said Wednesday.

?As we stand poised and ready for the eventual transition from college to university, today we mark a defining investment in part of the foundation that will establish the University of The Bahamas,? Mrs. Hodder said at a press conference at the College.

She added that it was her pleasure to announce that COB awarded the contract for the creation of a brand identity for the University of The Bahamas to a Bahamian company - Karma Design.

Karma Design was the company that won after a long and arduous search process, with a review process with experts in design and with our Council members as well,? Mrs. Hodder said.

In August 2008 COB ran ads in the local print media and on its website requesting proposals. By the middle of the following month, COB received five proposals from Bahamian companies and one from a US-based company, she said.

COB had a bid review committee, Mrs. Hodder continued, made up of 13 persons from various levels of the college community and after reviewing each company, Karma was the ?overwhelming first choice.?

?For some of us that would not be a great surprise because our relationship with Karma is not actually a new one, although in this project it is,? Mrs. Hodder said. ?Following a similar process about two years ago, Karma Design won the contract for the production of our alumni magazine, the third issue of which I am very pleased to officially release to you today.?

President of the College of The Bahamas Mrs. Janyne Hodder speaks during the announcement of the awarding of a University Branding contract, on January 21, 2009. Pictured, from left, are Karma Design Creative Director Eva Pyform, Account Director Brian Goudie, President Hodder and Creative Director Nicky Saddleton. Mrs. Hodder said that when one talks about an institution?s brand, one is talking about the comprehensive representation that includes all the brand names and trademarks, including the logo (any symbol or mark that distinguishes the institution, product or service from any other) and its name, which could be manifested in any variety of forms.

?The College of The Bahamas brand is well known and respected throughout our country and the region,? she said. ?As the College transitions to university status, our 35-year history as a key part of the nation-building infrastructure of The Bahamas requires that we ensure that the new university is supported by a clear and compelling identity.?

Mrs. Hodder said that one?s brand identity symbolizes how one is different from others in the same field. It is the fundamental means of consumer recognition. It may be a combination of visual, auditory or other sensory components that create recognition, she added.

She said that the brand identity if the University of The Bahamas must reflect a clear, commanding and lasting image of the institution.

?It has to be one that strongly affirms our mission and also establishes a brand promise that will cultivate and build loyalty and understanding among all of our key constituencies and, certainly, among the public,? Mrs. Hodder said.

?This is a very important brand,? she added. ?This is a national brand.?

Photo: President of the College of The Bahamas Mrs. Janyne Hodder signs a University Branding contract with Karma Design representatives, on January 21, 2009. Pictured, from left, are Karma Design Creative Director Eva Pyform, Account Director Brian Goudie, President Hodder and Creative Director Nicky Saddleton.