Colorado State University campaign strategy and executions.

1. Branding Principles
2014-2015

2. CSU IS A COMMUNITY UNITED BY A COMMON BELIEF:
We have the power to make tomorrow better than today.

3. WE ARE A COMMUNITY IN CONSTANT FORWARD MOTION.
WE ARE THINKERS AND MAKERS
ARTISTS AND POETS
GROWERS AND HEALERS
AND WE’RE HERE TO TAKE ON WHAT’S NEXT.
BECAUSE CURIOSITY IS WHAT DEFINES US,
AND OUR PASSION IS WHAT DRIVES US.

4. WE ARE THE
STATE OF PROGRESS

6. JOIN THE DISCUSSION #CSUMAGAZINE
COLORADO STATE
THE MAGAZINE FOR ALUMNI AND FRIENDS
FALL 2014
STATE OF THE FUTURE
A RECORD YEAR IN FUNDRAISING | THE CSU EFFECT
HAMMON MAKES HISTORY | 100 YEARS OF HOMECOMING

7. Guiding Communication Principles:
• Storytelling -not- Promises/Claims
• Authentic -not- Manufactured
• A Unifying Narrative - not- Disconnected Stories

8. “STATE OF”
Admissions
Brand
Athletics
“FIND YOUR STATE” “MAKE A STATEMENT”
Fundraising
One brand. Many ways to engage.
“STATE YOUR PURPOSE”

9. “STATE OF”
Admissions
Brand
Athletics
“FIND YOUR STATE” “MAKE A STATEMENT”
Fundraising
One brand. Many ways to engage.
“STATE YOUR PURPOSE”

10. Watch "Find Your State"

15. “STATE OF”
Admissions
Brand
Athletics
“FIND YOUR STATE” “MAKE A STATEMENT”
Fundraising
“STATE YOUR PURPOSE”

17. “STATE OF”
Admissions
Brand
Athletics
“FIND YOUR STATE” “MAKE A STATEMENT”
Fundraising
“STATE YOUR PURPOSE”

18. Watch "State Your Purpose"

23. Colleges/Units
External Audiences:
Lean into the CSU brand identity.
Institutional
Brand
Internal Audiences:
Unique and varied, yet connected to
the overarching brand identity.
Visual Brand Strategy

24. TYPOGRAPHY
PRIMARY LOGO SECONDARY LOGO COLORS
ILLUSTRATION
WORD MARK
PATTERN | TEXTUREPHOTOGRAPHY
PRIMARY HEADLINES KLAVIKA
SECONDARY HEADLINESVITESSE
BRAND FONTVITESSE BRAND FONTKLAVIKA BRAND FONTPROXIMA NOVA
BODY COPY: PROXIMA NOVA. Tem ius si unt. Ut quo
magnam, nihil modit, veligenda illuptae lam eosse sam
conseque conem repuda pori nim imi, torere aut essintur
sequossim ad ut liquam. Tem ius si unt. Ut quo magnam.
BODY COPY: ELENA. Tem ius si unt. Ut quo magnam, nihil
modit, veligenda illuptae lam eosse sam conseque conem repuda
pori nim imi, torere aut essintur sequossim ad ut liquam. Tem ius
si unt. Ut quo magnam, nihil modit, veligenda illuptae lam.
C: 79
M: 0
Y: 100
K: 75
C: 0 M: 5 Y: 50 K: 25
C: 17
M: 86
Y: 99
K: 6
C: 29
M: 0
Y: 100
K: 0
C: 97
M: 21
Y: 33
K: 73
C: 0
M: 21
Y: 97
K: 0
C: 73
M: 0
Y: 55
K: 0
C: 73
M: 98
Y: 74
K: 30
TYPOGRAPHY
PRIMARY LOGO SECONDARY LOGO COLORS
ILLUSTRATION
PATTERN | TEXTURE
PHOTOGRAPHY
BRAND FONTVITESSE BRAND FONTPROXIMA NOVA
BODY COPY: PROXIMA NOVA. Tem ius si unt. Ut quo
magnam, nihil modit, veligenda illuptae lam eosse sam
conseque conem repuda pori nim imi, torere aut essintur
sequossim ad ut liquam. Tem ius si unt. Ut quo magnam.
BODY COPY: ELENA. Tem ius si unt. Ut quo magnam, nihil
modit, veligenda illuptae lam eosse sam conseque conem repuda
pori nim imi, torere aut essintur sequossim ad ut liquam. Tem ius
si unt. Ut quo magnam, nihil modit, veligenda illuptae lam.
HEADLINES: TUNGSTEN.
C: 79
M: 0
Y: 100
K: 75
C: 0 M: 5 Y: 50 K: 25
HEALTH
AND
HUMAN
SCIENCES
NATURAL
SCIENCES
TYPOGRAPHY
PRIMARY LOGO SECONDARY LOGO COLORS
ILLUSTRATION
PATTERN
TEXTURE
PHOTOGRAPHY
PRIMARY HEADLINESTITILLIUM BOLD
SECONDARY HEADLINES VITESSE BOLD
Body copy: Elena. Egerit, ortempl iustantia propone mis. Evideris
hachucte num paremei forum us, quam te, acchus, dem atimum at.
Aperoporbi it. To mentem st crum perio, se redieni hiliis poIllandes
molorrum quam aut aboresci dent, alitiatenis est quam, non percia
cus, qui odis solupti nihicti onsequas as cus volorrum
Body copy: Elena. Egerit, ortempl iustantia propone mis. Evideris
hachucte num paremei forum us, quam te, acchus, dem atimum
at. Aperoporbi it. To mentem st crum perio, se redieni hiliis poIllan
des molorrum quam aut aboresci dent, alitiatenis est quam, non
percia cus, qui odis solupti nihicti onsequas as cus volorrum
PROXIMA NOVA
AGRICULTRAL
SCIENCES
BODY COPY: ELENA. Tem ius si unt. Ut quo magnam, nihil
modit, veligenda illuptae lam eosse sam conseque conem repuda
pori nim imi, torere aut essintur sequossim ad ut liquam. Tem ius
si unt. Ut quo magnam, nihil modit, veligenda illuptae lam.
TYPOGRAPHY
PRIMARY LOGO UNIT SIGNATURE COLORS
ICONOGRAPHY
PATTERN/TEXTUREPHOTOGRAPHY
BODY COPY: PROXIMA NOVA. Tem ius si unt. Ut quo
magnam, nihil modit, veligenda illuptae lam eosse sam
conseque conem repuda pori nim imi, torere aut essintur
sequossim ad ut liquam. Tem ius si unt. Ut quo magnam.
PRIMARY HEADLINES INDUSTRY DEMI/BOLD
SECONDARY HEADLINES INDUSTRY BOOK/LIGHT
TBD
NATURAL
RESOURCES

25. ELEMENTSCOLLEGE OF NATURAL SCIENCES | BOTANY & BENEVOLENCE | SCHOLARSHIPS | LAUREL VILLAGE
WINTER2015

26. ENR
ICH
G R A D U AT E S T U D I E S
I N C O M M U N I C AT I O N
C O M M U N I C AT I O N S T U D I E S
College of Liberal Arts

27. WATCH "THE CSU EFFECT"

28. LINDSAY CONNORS
lindsay.connors@colostate.edu
ELIAS MARTINEZ
elias.martinez@colostate.edu
Questions?