BRAND FRAMEWORK
Download an overview of the brand framework here.
Purpose
Bring Positive Impact to Humanity.
Our purpose serves as our North Star. It’s the reason we exist and the driving force behind everything we do.
Positioning
One Community. Impacting Many.
Our positioning is what sets us apart from the crowd and communicates our value.
Tagline
We Are Penn State.
This paragraph describes when and how to use “We Are Penn State” as an effective and consistent branding device. From the original story about what it means to be a team, humility, and all-for-oneness, we get We Are Penn State. From there it grew. The common collegiate experience we all feel together aligns us under “We.” The shared desire to impact those in our communities and beyond aligns us under “We.” The community that all understands that hard work, humility, and humanity is a shared ideal aligns us under “We.” And in the most natural way, without hyperbole, guile, or bravado, we can simply state that if you share these same ideals then you can say We Are Penn State.
The tagline cannot be modified in any way. Download guidelines on how to use the tagline here. Please note, units are not permitted to have their own taglines. Instead, consider incorporating consistent messaging into editorial content to emphasize your focus areas and strengths. Placement should not be in visual locations that are typically reserved for University-level branding, such as near a University mark or in a web header or footer.
Pillars
Openness | Interdisciplinary | Culture of “We”
Our three pillars are the themes behind all our stories. Looking at your communications through these lenses can help create consistency and shape the way you express our core principles. Beyond an association with THON and academic research, external audiences displayed little specific knowledge of our research strengths and impact in their communities. These pillars are defining, powerful in combination, and effective anchors for storytelling.
Openness – For anyone with the willingness to put in hard work, Penn State’s doors are open to you. Penn State’s world-class faculty is available to you. Penn State’s state-of-the-art facilities are at your disposal.
Interdisciplinary – At Penn State, we think that ideas and solutions come from bringing in a multitude of perspectives. Cross-discipline interactions are essential components to fostering new paths to ideation.
Culture of “We” – Our land grant is our reason for being. Our individual passions are met with collaboration, culminating in a culture that is rooted in supporting and inspiring each other, from our classrooms to the world.
Telling our Story
View more information about how to use the brand framework for sharing your story here.