DeVry, Assisted By Lippincott & Margulies, Repositions Itself To Reflect New Reality

NEW YORK, September 26, 2002

Rebranding and organizational name-changing efforts usually associated with Fortune 1000 companies are finding their way onto more and more campuses in these competitive times.  DeVry University, known for 70 years for providing undergraduate education in the technology and electronics fields, is the latest example of this emerging trend.

Earlier this year, Oakbrook Terrace, Illinois-based DeVry University was created through the merger of its DeVry Institutes and Keller Graduate School of Management divisions.  DeVry engaged leading brand strategy consultants Lippincott & Margulies to develop a fresh image that better represented the new reality of the university.  The brand consultants also worked to determine how the different entities should be named, presented and related to one another.

“Our goal in moving from DeVry Institutes and Keller Graduate School of Management to DeVry University was to better communicate what we are as an educational institution,” said John Skubiak, executive vice president of DeVry Inc.  “A key part of that communication is in our brand identity.  Therefore, we felt that our logo needed to be updated to reflect our university status.”

Lippincott & Margulies began their assignment with thorough research that explored everything from DeVry's mission documents and marketing communications materials to in-person interviews with senior client executives.

“DeVry had evolved beyond its reputation for delivering electronics and technology programs to undergraduates,” said Lippincott & Margulies senior partner James Bell.  “We needed to correct perceptions in the marketplace to more accurately reflect what DeVry had become - a university with business, technology and management programs at the undergraduate and graduate levels serving a diverse student population.”

The branding and identity program includes a new DeVry logo that takes a classic academic icon, the shield, and updates it in a more dynamic and contemporary way.  The program also includes a comprehensive identification structure that clearly communicates how all the different parts of DeVry are connected.

This clarification of DeVry's brand architecture enables the university to become better understood by its key audiences leading to a broadened enrollment base, enhanced marketability of its graduates and the attraction and retention of highly qualified faculty and staff.

ABOUT DEVRY UNIVERSITY
DeVry University offers bachelor's and master's degree programs in business, technology and management.  More than 56,000 students in 18 states and two Canadian provinces are enrolled in its 25 undergraduate campuses and 37 adult learning centers, including DeVry University Online.  The parent company, DeVry Inc. (NYSE: DV), also owns and operates Becker Conviser Professional Review, the leading provider of preparatory coursework for professional certification exams.  DeVry University is based in Oakbrook Terrace, Ill.  For more information about undergraduate degree programs, visit www.devry.edu and for graduate programs, visit www.keller.edu.