A successful brand is much more than a logo or a color scheme; it also includes everything we say about ourselves, the images we use, even how we treat each student. How we present ourselves and how we communicate to our audience is very important in the public's perception of our integrity. Our audience forms and modifies their opinion of who we are every time they view something that carries our image or they have an experience with us. In their mind, we either "have it together" or we don't. If we are uniform and consistent in our communication and our visual identity, and our actions match what we say, ASU's integrity and standing will continue to grow. The following guide is a resource for the campus community with the intent of unifying our communication. The success of the ASU brand depends on all of us communicating with consistency and effectiveness.
Importance of the ASU Brand
All Arizona State University branded communications should follow the ASU Graphic Standards. In addition to meeting these standards, using the recommended ASU fonts, colors, and logo signatures is the best way to give all ASU communication efforts a successful, timeless brand identity. Most importantly, it maintains a consistency across all ASU communications that fosters a sense of familiarity and confidence in its diverse audience. The ASU brand name should be managed with the view that its integrity be maintained and strengthened.
The graphic identity of an organization embodies its goals and objectives. Since our graphic identity is the cornerstone of all communication efforts, it is essential that its integrity is protected. Use of the graphic identity carries with it the responsibility to uphold the ideals of our mission. It benefits everyone involved when the identity is applied consistently to convey one clear message.