P r a t t _ c a t a l o g s:
There are three official Pratt catalogs: The Undergraduate bulletin, the Graduate bulletin, and the Continuing Education catalog. Both the Undergraduate and Graduate bulletins resemble in style. Visually they seems conservative with a colorful twist. Garamond is the main text font, while sans serif typefaces are used for the titles. The square shape is usual for a college catalogue. The imagery is set again in a conservative way (masked rectangular pictures), giving the impression that there is a barrier between the type and the pictures. The bright colors on the background of some pages, alongside with images of creative work and "campus life" photos, give these book-alike bulletins a more youthful feel. But overall conservative, friendly to the eye and academic. Their aim is to attract both new students and parents as well. The Continuing Education catalog is simpler. It focuses on short term courses that Pratt offers, and the target audience is slightly older. It mainly consists of professionals and individuals that do not necessarily have official art or design training. So, the color palette is not as bold, and the imagery is limited. Type is used extensively, a fact that proves that information is the main purpose of the specific material.
In terms of content, the two main bulletins' main goal is to promote Pratt and to give thorough information about the three schools (school of Architecture, school of Art & Design, school of Information and Library studies) and the courses and degrees it offers. Focus is given to both the historical value of Pratt as a school, its accomplishments in terms of graduate and alumni professional success, and in the creative outcomes and contemporary history that Pratt is "writing" in today's Art & Design world. Information about the present statistics of the student body is also given. The fact that Pratt is New York college is not ignored at all. The location of the two campuses (one in Brooklyn and one in the heart of Manhattan), also communicates the notion of "best of both" in New York city. So, the visual result cannot follow a strictly post-modern or very old fashioned look; it has to "bridge" both worlds.
Some attractive and impressive words and text from the catalogs are the following:
- "The first art teacher at Pratt was a pupil of Cezanne"
-"prestigious professionals"
-"Pratt graduate students come from 70 countries..."
-"A Pratt degree carries the guaranty of an outstanding professional education..."
Generally all the above are printed materials targeted to potential students (or faculty) and their families; thus to an audience that is not yet a member of the Pratt community. They communicate the Pratt brand in order to attract and to inform about the college's academic, historic and social environment.
P r a t t _ l e a f l e t s :
When accepted at Pratt, every student has to be informed about a large amount of academic, legal, social, medical and other issues and policy. It is part of being in such a big institution. So, printed material can be found within the rooms and corridors of the Pratt campuses. They are targeted to students and faculty that are accepted at Pratt and are members of the Pratt community. One is more likely to come across the following:
When accepted at Pratt, every student has to be informed about a large amount of academic, legal, social, medical and other issues and policy. It is part of being in such a big institution. So, printed material can be found within the rooms and corridors of the Pratt campuses. They are targeted to students and faculty that are accepted at Pratt and are members of the Pratt community. One is more likely to come across the following:
- PRATT INSTITUTE ACADEMIC GUIDE FOR STUDENTS. Contains "boring but useful" information about registration, fees, and life on campus.
- GATEWAY - the community newsletter of Pratt Institute
- PLENTY OF FOLDED PAMPHLETS providing information and request forms about:
- PLENTY OF FOLDED PAMPHLETS providing information and request forms about:
Special Housing and Dining Accomodation
Sexual Assault
Sexual Harassment Policy
Safety
Judicial Procedures
Alcohol and Substance Use
Sexual Assault
Sexual Harassment Policy
Safety
Judicial Procedures
Alcohol and Substance Use
Family Educational Rights
Students with Disabilities
Intellectual Property
The above carry out the same typographic theme but change color according to the subject. It is odd that they are redesigned every year, while the information most probably stays the same.
Students with Disabilities
Intellectual Property
The above carry out the same typographic theme but change color according to the subject. It is odd that they are redesigned every year, while the information most probably stays the same.
It seems that the Pratt brand is an entity that functions with 2 calendar years. Instead of Graduate bulletin 2009 for example, it is always spelled 2009-2010.
A d v e r t i s i n g_( T V / r a d i o / p r i n t ) :
Generally, Pratt does not have a notable advertising activity. Promotion happens more in terms of events and in published articles in magazines and e-journals where Pratt may be mentioned. This can also be a aspect of the Pratt brand. A brand that does not advertise creates an image that it is above advertising, that it doesn't have the need to attract the public, that lies one step above its competitors. (Again, the absence of advertising and direct media promotion, gives the above i m p r e s s i o n. It is not necessary a fact that Pratt is not in need for new "customers".)
A d v e r t i s i n g_( T V / r a d i o / p r i n t ) :
Generally, Pratt does not have a notable advertising activity. Promotion happens more in terms of events and in published articles in magazines and e-journals where Pratt may be mentioned. This can also be a aspect of the Pratt brand. A brand that does not advertise creates an image that it is above advertising, that it doesn't have the need to attract the public, that lies one step above its competitors. (Again, the absence of advertising and direct media promotion, gives the above i m p r e s s i o n. It is not necessary a fact that Pratt is not in need for new "customers".)
2. ON-LINE MEDIA
The Pratt Institute website generally follows the visual theme of the catalogs. But, since the medium is different, a more minimal and modern approach is followed. The imagery is sharp, spontaneous, has a lot of movement, and random views of campus life. The fact that Pratt is an art school is being communicated with more laid back pictures from workshops and close ups of materials such as paint, wood, digital equipment. Again we see the contrast of the old and the new, of the tactile and the digital, of natural elements (Brooklyn campus) and urban lifestyle (Manhattan campus). The website has to accommodate a mass of information, so it is structured to communicate the Pratt brand in the friendlier possible way.
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