Campaign reflects new values

PUBLISHED : Thursday, 29 November, 2007, 12:00am
UPDATED : Thursday, 29 November, 2007, 12:00am


VTC is launching a rebranding campaign with a new logo to refresh and reinforce its position as a professional training institute for the younger generation.

Dr Carrie Willis, executive director of VTC, said the institution had been contributing to the education of local talent to cope with Hong Kong's economic growth over the past 25 years.

'With the rapid changes in society, we have evolved continuously over the years, in the provision of education and training. I think that now is a good time to rebrand ourselves and come up with a new logo,' she said.

The comprehensive rebranding strategy was formulated with professional consultancy advice after a thorough review and assessment of VTC and its programmes. The initiative also comes into line with the institution's eight-year strategic plan for 2003/2004 to 2010/2011, designed to drive VTC's future development as a professional institution for the provision of more all-round education and training of young people.

Over the past 25 years, VTC has emerged as the largest provider of vocational education and training in Hong Kong and offers specialist training for more than 160,000 participants every year.

It operates Hong Kong Institute of Vocational Education (IVE), School of Business and Information Systems (SBI), Hong Kong Design Institute (HKDI), Development Centre, Youth College, Institute of Professional Education and Knowledge (PEAK), School for Higher and Professional Education (SHAPE) and Chinese Cuisine Training Institute (CCTI).

Dr Willis expects the rebranding exercise to strengthen VTC's identity and enhance public understanding and recognition of the institute's values, culture and vision.

'We value and emphasise being creative, pro-active, professional and vibrant. This is true for both students and the institution,' she said.

'With our new image, we need a new logo to convey our message to everyone, including staff, students and their families, and our partners in the business community.'

The old logo is a relatively modest design that reflects the focus of VTC on technical training in the early years.

Dr Willis said the new logo would project a sharper and more vibrant image to reflect the institution's position as a leading vocational education and training body for young people.

'The logo concept was finalised after careful consideration. It stands for our values and symbolises VTC with a prism. When light passes through a prism, it turns into a spectrum of light. In the same way, VTC is a gateway offering many opportunities for our students and those looking for on-the-job training. Once they are here they will be able to transform themselves, and turn their interests into a successful career,' she said.

Dr Willis expects the rebranding campaign to further reinforce the team spirit of VTC staff, and increase their commitment to equip the younger generation with the knowledge and skills needed to make a difference in their career.

'In addition to technical knowledge and training, VTC offers all-round development opportunities for students to cope with changes in society,' she said. For example, the programme contents incorporate studies about China and environmental concerns, in view of Hong Kong's closer economic ties with the mainland, and the public's increasing awareness of environmental protection.

Dr Willis said the institution had put strong emphasis on 'opportunities in action', encouraging its students to grasp them.