Examples - Indiana University Alumni Association

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Brand Voice As part of a brand identification process in 2011, the IUAA identified a brand voice and tone. Use the words and phrases here to build a stronger, more branded experience for our audience. Words that describe the value of the IU <strong>Alumni</strong> <strong>Association</strong> THE VALUE OF IUAA TO ITS TARGET AUDIENCE Highlighted words resonated strongly with IUAA audiences. Volunteer engagement Education Lifetime connection to IU Family/ community Our alumni Champions Connecting alumni Pride Tradition (including IU tradition/tradition in a changing world) People Fun Impact Dominant Assisting alumni Relationships Connections (including alumni to alumni, students to alumni) Memory points Careers We are something bigger—IU Inviting Legacy Events Energy Youth Service, serving IU Discovery Lifelong learning Activity Helping others Future Spirit Diverse Sense of support Networking Opportunity to give back Home News source Benefits Happy Positive The “power” of the alumni network Education: access to faculty, highly esteemed professors Social networking, professional events Activity, energy, youth Technology Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES 6 of 30
These voice/tone words guide our work and help us convey an accessible brand personality. Here are examples of tone applications. VOICE TONE Welcoming Proud Savvy Friendly LESS LIKE general questions MORE LIKE TALK TO US LESS LIKE news and upcoming events MORE LIKE GET THE INSIDE SCOOP LESS LIKE dues-paying members MORE LIKE LOYAL AND SUPPORTIVE MEMBERS LESS LIKE all IU alumni are invited MORE LIKE YOU’RE INVITED Jump to: GOALS & AUDIENCE BRAND VOICE VISUAL ASSETS DESIGN ELEMENTS EXAMPLES 7 of 30
Page 1 and 2: IU Alumni Association Brand Assets
Page 3 and 4: Mission and marketing goals The IU
Page 5: Brand Voice Jump to: GOALS & AUDIEN
Page 9 and 10: IU Logo and Signatures PRIMARY IDEN
Page 11 and 12: TM TM MERCHANDISE IDENTITIES A simp
Page 13 and 14: Print Typography Typography gives a
Page 15 and 16: IU Brand Typography IUAA also uses
Page 17 and 18: IU Primary Colors IUAA embraces Ind
Page 19 and 20: IU Icons IU Communications created
Page 21 and 22: “ I’m an IU alum, an IUAA life
Page 23 and 24: Attorney / Foster PArent / MeMber p
Page 25 and 26: Examples Conference materials T-shi
Page 27 and 28: Examples Booklet Email campaign ALU
Page 29 and 30: Examples Email and Blog Jump to: GO

Examples - Indiana University Alumni Association

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