Humboldt State University’s “brand” is referenced numerous times in the University’s Strategic Plan as well as the Blueprint for implementing the plan. Now there is an expanded guide to the key elements of the brand, designed to inform and assist campus employees.

The guidelines, as well as tools and downloads, are available at brand.humboldt.edu. Feedback about this resource may be submitted at the site through the end of September, after which the guidelines will be updated.

A brand is an organization’s big idea or core promise. It represents the distinctive characteristics that resonate with an organization’s most important audiences. A compelling brand, applied consistently, helps create lasting connections and builds both trust and value.

Building the strength of the HSU brand, and communicating about the brand, is a shared responsibility across campus.

The new website provides the first expanded guide about HSU’s brand and using it in communications projects. It brings together elements that have been used for many years, including key messages for student recruitment; the University’s mission, vision, and values; and existing graphic standards. In addition, details about graphics and language have been added to help make the brand more usable for campus communicators.

The guidelines include the University’s brand promise, brand drivers (messages), brand personality, visual identity elements, downloads, and tools. There are also initial versions of standards and guidelines for editorial, web, and social media. More tools, downloads, and examples will be added over time.

Humboldt State’s brand has evolved over time. It has been created through the shared experiences of HSU students, alumni, faculty, staff, and supporters. It is both descriptive and aspirational. Key brand messages have been tested and verified in recent years by outside consultants, who also provided recommendations for more clearly articulating the brand for campus use. The Strategic Planning process, undertaken by the campus community in 2014-15, helped to further sharpen the brand messages and tone.

Learn more at brand.humboldt.edu.