Capital University Brand Guidelines

Publicado en PDF Brand Identity Guidelines Download Recommends

Our brand is more than our name or our logo. It’s the way we look, act and speak. It’s the day-to-day essence of this university. It explains what we’re about and what we offer beyond the classrooms and chalkboards. When we live up to our brand, everyone can connect with our offer in a more meaningful way. It helps our faculty and staff to better do their jobs. And it helps our students see the value we bring to their education.

Future Students

Teenagers hear from hundreds of colleges. So strike a casual tone, using clever, humorous, even risky approaches to break through. Grab their attention and hold it. It’s also important to keep things concise. (Focus groups show that high school students aren’t likely to read pages and pages of content.)

Parents

When communicating with parents, it’s important to be reassuring. Spell out every message clearly, and throw in a hint of personality to show parents we understand where they’re coming from.

Alumni

This is a nostalgic group, so include stories and old photos in development pieces. Reinforce the role Capital plays in their lives. And, while alumni love to relive their college experiences, they’ve since grown more mature. A slightly more reserved and respectful tone serves this audience well.

Current Students

Capital students live and breathe the brand every day. So be casual, direct, witty, and above all, honest. Give them content they can relate to — and be sure to make communication a two-way conversation, not a dictate from the campus authority. (They’ll appreciate the consideration.)

Community

When we speak to the community, our

messaging and look may shift. Formality is sometimes required — but never at the expense of being approachable, direct and concise. Consider the demographic and then craft a message that your audience can relate to.

Faculty & Staff

Faculty and staff appreciate intellectualism and respect — it’s a large part of why they work at an institution of higher learning. Be cognizant of those traits while communicating in a familiar and conversational way. This group owns the brand more than all others — be sure they feel ownership of it.

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