Overview
Founded in 1998, the Anderson Entrepreneurial Center was a pioneering venture to demonstrate the success of public-private partnership. The Center strived to stimulate and facilitate the formation and expansionn of enterprises by students and other community members.

Challenge
Participants and attendence at the various Center programs was declining. The cirriculum was not a strategic fit with the needs ot the broader business community. New leadership and a new board became actively involved in establishing a vision and strategic plan for the Center. Deciding to move away from an entrpreneurial centered programming focus, and create a cirrculum focusing on management and business development, it was determined that rebranding the Center to reflect its new strategic focus was in order.

Solution
A name change was required to reflect the center's new focus. It was decided that removing  "entrepreneurial" from the name but keeping Anderson Center would leverage any existing equity and brand awareness in the market. The new name would also pay tribute to the center's founding benefactors, Harold and Rollie Anderson.
The new Anderson Center identity is rich in meaning. The blue elements of the shield represent the three foundational components to the Center's teaching approach: Discussion Leaders, Case Studies and Experienced Participants. The Center's black triangle represents the Center's focus on mission, visions and values.