Brand Platform

Updated: July 29 2016

OUR MISSION

To improve the prospects and enrich the lives of the people of Arizona and the world through education, research, creative expression, and community and business partnerships.

OUR VISION

Through cross-cutting innovations distinctive to the University of Arizona, we will expand the student experience through engagement, advance knowledge through innovations in creative inquiry and collaboration, and forge novel partnerships to positively impact our community.

OUR VALUES

Excellence and Integrity
Collegiality and Openness
Interdisciplinarity and Sustainability
Engagement and Societal Impact
Access and Opportunity
Diversity, Inclusion, and Shared Decision-Making


Our Creative Platform

The creative platform is an emotional summation of the positioning — condensing all of its important points to a single word filled with energy and personality. This is not a tagline, or a headline, but a starting point to inspire the look, feel and tone of communications. Coca-Cola has “Happiness.” Apple has “Simplicity.” The University of Arizona has “Boundless.” 

 

BOUNDLESS 

What our platform means: 

At the University of Arizona, you’re not bound by convention. You see things differently. This isn’t a desert; it’s a canvas. Those mountains aren’t obstacles, they’re vantage points. This sky: it’s a lens to the universe and your place in it. And you see that you not only have the power to make a difference, you have a duty to do so. 

Because when you’re connected to the land and to the stars, it’s up to you to bridge the space between. When you have a reference point for struggle, you must help society rise to its challenges. And when you exist at the intersection of history and culture and research and vision, nothing can contain you. And you never stop pushing. Beyond boundaries, beyond expectations, and beyond yourself. 

To make sense of the world, then make it better. Make it brighter. Make it boundless. 

 

 

HOW TO USE IT:

TO GUT-CHECK VOICE: 

Does the tone of what you’re writing capture the spirit of “Boundless?” Does it sound like the personality of someone who embodies the idea? 

TO STAY ON MESSAGE: 

Move beyond facts whenever possible. By addressing the motivation behind our successes, we can create a more emotional tie with the audience. 

TO INFLUENCE VISUAL CHOICES: 

“Boundless” isn’t a vague idea. It can be referenced specifically through graphic treatments and wide, bold photography showing the scale of our accomplishments and landscape. 


Our Messaging

 

Our key messages are organized in a hierarchy to help us prioritize what we say. 

WHAT WE GIVE: ATTRIBUTES 

An attribute is what we offer to our audiences. Attributes include the products, services, knowledge, and unique offers that we bring to the table. 

WHAT THEY GET: BENEFITS 

A benefit is what our audiences get. It’s the value of the attributes that we offer, the answer to the question “so what?” or “why do we care?” 

ATTRIBUTE AND BENEFIT MAPPING: BUILDING A VALUE PROPOSITION 

Attributes and benefits are organized into a hierarchy that builds up to a core attribute and a core benefit. These are placed on a map to show how the attributes and benefits work together, and how the core attribute and core benefit are supported by additional proof points. This map provides the foundation for brand messages that are clear, consistent, and compelling. 

 


Our Messaging Map

Our messaging map organizes our key messages into a clear balance of what we “give” (the attributes) and what others “get” (the benefits). This creates a hierarchy to ensure that our communications are clear, consistent, and compelling. 


Our Personality

Our personality sets the tone for how we communicate. These six personality traits drive the voice and image of our communications. 

 

Our Personality


Personas

Knowing what to say and how to say it doesn’t mean much if you don’t know who you’re talking to. These four personas define the range in tone that our visual and verbal elements can take. Audiences may fit more than one persona; therefore, the intended tone of the communication should guide which one is used. 

 

Personas

 


Personas Chart

This diagram plots our four personas in relation to one another, showing their overlaps. The descriptive terms at the end of each spectrum should help to clarify how communications directed at these audiences should start to look and feel. 

Personas Venn Diagram

HERITAGE 

Communications that trend in this direction will lean heavily on the primary color palette, institutional typefaces, photos representative of points of pride, and a voice that feels familiar. 

UNEXPECTED 

Here, secondary colors in the palette take the lead, typefaces are used much more dynamically, photography can be more conceptual, and the voice can bend to speak more directly to specific subjects and audiences. 

RESERVED 

Here, a more quiet tone and careful use of visual elements helps communicate in a sophisticated and smart way. 

CELEBRATORY 

At this end of the spectrum, color is used more boldly, type communicates bold personality, voice carries a more overt, celebratory tone.