Global Knowledge Undertakes $40M Campaign

Cary, N.C.-based IT education solutions provider Global Knowledge Inc. is launching a $40 million re-branding campaign that includes a new corporate identity platform and logo.

The aim is to communicate a strategic new direction that will target the IT training demands of Global 1000 corporations. The new logo will be used to support all direct mail, print, broadcast and Web-based communications with current and prospective students as well as major corporations.

The re-branding also supports the company’s just-announced Blended Learning Solutions initiative, designed to provide corporations with new flexibility in the design and delivery of enterprise-wide IT training programs.

“The new identity allows us to build equity as a leader, innovator and trusted partner,” said Rick Thompson, vice president of corporate marketing for Global Knowledge. “It places our corporate assets in e-learning, classroom learning and virtual classroom learning under a single brand that allows for the success of each learning method while creating brand equity for the corporation as a whole.”

The new corporate logo was created by Libby, Perszyk, Kathman, an international brand identity consultancy firm based in Cincinnati, Ohio. The company says a sphere metaphor is meant to be reminiscent of the global nature of the company, while interlocking bars represent integrated product offerings.

The campaign includes the re-branding of all Global Knowledge Web sites and an initial direct-mail program that will send more than 50 million pieces by the end of the year. The campaign will be supported by an integrated print and broadcast marketing program throughout the year.

Global Knowledge currently supports 70 training centers in 20 countries, and trains an estimated 300,000 IT professionals each year.