Arizona State University (ASU) is renowned for its innovative spirit and commitment to excellence, a reputation that extends to its brand standards. ASU's brand is not just a logo or color scheme; it's a promise of a dynamic, inclusive, and forward-thinking academic community. Understanding and adhering to ASU's brand standards ensures that this promise is consistently communicated across all platforms and touchpoints.
ASU's brand is built on a foundation of five core values: innovation, access, inclusivity, impact, and excellence. These values guide every aspect of the university's branding efforts, from visual identity to messaging and tone. By adhering to these brand standards, ASU ensures that its brand remains strong, recognizable, and true to its mission.
ASU's Visual Identity
ASU's visual identity is a powerful tool for communicating its brand. It includes the university's logo, color palette, typography, and imagery guidelines.
At the heart of ASU's visual identity is its logo, the "ASU" wordmark. This simple, modern design is versatile and easily recognizable. It is always used in its official form, with the letters "A" and "U" connected by a line representing the university's commitment to bridging disciplines and fostering collaboration.
Logo Usage
The ASU logo should be the primary logo used on all university communications. It should never be altered or modified in any way. This includes changing the color, font, or adding elements to it.
When using the ASU logo, it's important to consider the space around it. The logo should have enough clear space to stand out and be easily recognizable. This is typically the height of the "A" in the logo.
Color Palette
ASU's color palette is bold and vibrant, reflecting the university's energetic and innovative spirit. The primary colors are Sun Devil Red, ASU Gold, and ASU Gray. These colors should be used consistently across all university communications.
When using ASU's colors, it's important to consider contrast and accessibility. Ensure that there is enough contrast between the text and the background to make it easily readable. Also, avoid using color to convey meaning, as this can make content inaccessible to those with color blindness.
ASU's Voice and Messaging
ASU's voice is confident, engaging, and conversational. It reflects the university's commitment to accessibility and inclusivity, making complex ideas understandable to a wide audience.
ASU's messaging is built around its core values. It tells the story of ASU's impact, highlighting the university's role in driving innovation, creating access to higher education, and fostering inclusivity.
Tone of Voice
ASU's tone of voice is approachable yet authoritative. It's about being informative without being stuffy, and engaging without being overly casual. It's about being inclusive and welcoming, while also conveying a sense of pride and confidence in ASU's achievements.
To achieve this tone, ASU uses clear, concise language. It avoids jargon and acronyms, and it uses the first person plural ("we") to create a sense of community and shared purpose.
Messaging Framework
ASU's messaging framework is built around its core values. It tells the story of ASU's impact, highlighting the university's role in driving innovation, creating access to higher education, and fostering inclusivity.
This messaging framework is used across all university communications, from marketing materials to website content. It ensures that ASU's brand story is consistent and compelling, regardless of the platform or audience.
In the ever-evolving landscape of higher education, ASU's brand standards serve as a beacon, guiding the university's communications and ensuring that its brand remains strong, recognizable, and true to its mission. By adhering to these standards, ASU continues to set itself apart, attracting students, faculty, and partners who share its commitment to innovation, access, inclusivity, impact, and excellence.