Arizona State University (ASU) is renowned for its innovative spirit and commitment to excellence, reflected not only in its academic programs but also in its brand identity. The ASU brand guide serves as a comprehensive resource, ensuring consistency and reinforcing the university's unique personality across all communication channels. Let's delve into the key aspects of the ASU brand guide.
The ASU brand is built on a foundation of innovation, accessibility, and impact, embodying the university's mission to measure its success not by who it excludes, but rather by who it includes and how they succeed. This philosophy is at the core of the brand guide, guiding all branding efforts.
ASU Brand Pillars
The ASU brand is supported by four key pillars, each representing a crucial aspect of the university's identity.
1. **Innovation**: ASU encourages curiosity and creativity, fostering an environment where students, faculty, and staff can push boundaries and challenge the status quo. The brand guide emphasizes the use of forward-thinking imagery and language that reflects this innovative spirit.
Visual Innovation
The ASU brand guide promotes the use of dynamic, engaging visuals that convey a sense of progress and discovery. This includes images of cutting-edge technology, innovative research, and creative student projects.
**Example**: The guide suggests using images of ASU's research labs and start-up incubators to illustrate the university's commitment to innovation.
Language of Innovation
The guide also provides guidelines for written content, encouraging the use of bold, descriptive language that captures the excitement of discovery and innovation.
**Example**: Instead of "research," the guide suggests using "groundbreaking inquiry" to convey the dynamic nature of ASU's academic pursuits.
ASU Brand Voice and Tone
The ASU brand voice and tone are designed to be approachable, confident, and inspiring, reflecting the university's commitment to inclusivity and empowerment.
1. **Approachable**: The ASU brand guide encourages a friendly, conversational tone that welcomes and engages audiences.
Casual vs. Formal
The guide provides clear guidelines on when to use a more casual tone (e.g., social media) and when to maintain a formal tone (e.g., academic publications).
**Example**: The guide suggests using "Let's connect!" on social media, while recommending "Please contact us to learn more" for formal communications.
Inclusive Language
The ASU brand guide emphasizes the importance of using inclusive language that respects and values diversity.
**Example**: The guide recommends using "they" as a singular pronoun to be more inclusive of non-binary individuals.
The ASU brand guide is a powerful tool that helps maintain the university's unique identity across all touchpoints. By adhering to its principles, ASU ensures that its brand remains consistent, compelling, and true to its mission. As the university continues to evolve and innovate, so too will its brand, always reflecting ASU's commitment to inclusion, impact, and excellence.