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

2e Tone
Michigan State University demonstrates that it is entirely possible to be heroic
and humble at the same time. To be larger-than-life and accessible, down-toearth
and amazing.
We are midwestern. Friendly. Proud of our accomplishments. Confident without
being arrogant. We are constructive. We admire perseverance and a job well done.
We are reliable without being boring. We are optimistic. We are always looking
for the next great discovery, the next game-changing solution.
And we value telling the truth, which is what we should always do when speaking
about ourselves. Our tone should be consistent with our values and identity.
michigan state university brand STandardS
2F brand concepT raTionale
Up to this point, you have seen all of the building blocks: Michigan State
University’s history, its brand platform, and its tone. Taken together, they create
a powerful rationale for our brand as we move forward, one that distills both
our brand’s essence and our brand’s intentions.
Rationale
The Michigan State University community shares a sense of purpose and a
special bond. When Spartans work together to advance the common good, the
results are nothing short of awe-inspiring. This brand aims to elevate the excellence
and achievement of the university—and of Spartans everywhere—on all
fronts to convey how Michigan State’s culture and values, vast resources, and
deeds are the stuff of epic legend.
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