MSU Brand Standards - Communications and Brand Strategy at ...

1. BrANd
BASICS
1a whaT iS a brand?
We build things at Michigan State University. Superconductors. Vaccines. Entire
bodies of new knowledge. Championship teams. Not to mention many generations
of intelligent, conscientious thinkers who have gone out and literally changed
the world. These achievements have required our boldest vision, our biggest
thinking, and our broad-minded ability to roll up our sleeves and actually bring
them into being.
Building a successful brand is no different. Especially one as far-reaching and highprofile
as Michigan State’s. The look, feel, and tone contained in these brand standards
reflect who and what Michigan State University is and aspires to become.
The Michigan State University brand is the result of many different factors coming
from many facets of this institution that ultimately come together to form an
impression of who we are in people’s minds. Our brand is much more than the
university seal and our win-loss record on Saturday afternoons in the fall.
Our brand is what students, parents,
academics, alumni, public servants, corporations,
countries, and outside observers all think,
feel, and respond to when they hear the words
“Michigan State University.”
The greatest successes at Michigan State have been the result of people coming
together and standing united to effect great change. We are confident and enthusiastic
that, when it comes to building our brand, we can do the same once again.
michigan state university brand STandardS
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