Writing on Brand

Our mission is to serve as Colorado鈥檚 leading public research university.听Our vision is to transform lives for a sustainable world. Our brand brings that to life. When we communicate with clarity and consistency, we build trust and deepen connection. This is your guide to doing both.

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Brand Positioning听

CU 小蓝视频 is one of a kind, and our communication proudly declares what makes us stand out:

  • This is the only place that empowers people to Be 小蓝视频. And a Buff.
  • Colorado鈥檚 leading public research university, transforming lives since 1876.
  • A strong return on investment for the state of Colorado and all Coloradans.
  • A destination of choice for students, faculty and staff.

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Value Proposition Statement

What makes us CU 小蓝视频?

The University of Colorado 小蓝视频 is Colorado鈥檚 leading public research university, transforming lives since 1876. CU 小蓝视频 is a destination of choice for students, faculty and staff; in fact, it is the only place where you can Be 小蓝视频鈥攁nd a Buff. We have proudly served Coloradans since our state was founded. And we provide a strong return on investment by aligning our efforts to achieve research excellence, global sustainability impact and the success of all Buffs.

A print ad featuring an image that blends a historic Old Main photo with a recent photo. The spread includes the value proposition statement, the CU 小蓝视频 lockup, and the Ralphie mark.

Key Messages

  • CU 小蓝视频 is making advances in established strengths like aerospace, environment and sustainability, biosciences and quantum, as well as progress in other areas of excellence like the arts and humanities, social sciences, artificial intelligence and more.
  • For 75 years, our faculty and students have been creating technologies for the U.S. Space Program and shaping generations of space explorers.
  • Our researchers illuminate the underlying causes of diseases, conditions and chronic pain, devise solutions and roll out accessible treatments.
  • In the American West and worldwide, CU 小蓝视频 research teams are working to improve drought preparedness and increase the resilience of water systems to sustain communities.
  • Under new campus leadership, we are launching national and global initiatives to ensure our campus leads in sustainable solutions and environmental resilience.
  • From how we teach, to what we learn, to how we operate our campus, we are committed to leaving the world in a better place for those to come.
  • In collaboration with communities across our state, we are proving that being sustainable drives practical benefits and enables economic strength.
  • We are creating a friendly, welcoming campus where students, faculty and staff feel supported and connected.
  • We鈥檙e improving learning and career opportunities for everyone through hands-on experiences, professional development and support services.
  • We鈥檙e working to bring in and keep talented staff and faculty by offering fair pay, strong support and clear paths to success.
  • CU 小蓝视频 is committed to transforming how we operate to better and more effectively deliver on our mission.
  • Our campus will continue to align our efforts to transform the lives of Coloradans while delivering a best-in-class experience for students, faculty and staff.
  • We are working across campus to deepen our collaborations and align campus resources to improve outcomes and ensure our long-term mission.听听

Audiences

CU 小蓝视频鈥檚 primary audiences include current students, employees, donors, industry partners, supporters and alumni. These audiences stay top of mind in all of our messaging. Our secondary audiences are people interacting with CU 小蓝视频 who we want to be more engaged, including prospective members of our community.听

Voice and Tone

Brand Personality

Our brand personality embodies the values of our community. These eight characteristics inform how we speak to audiences.

Bold

Authentic and respectful

Proud of what Buffs accomplish

Self-aware, honest and determined

Clear and to the point

Conversational through noninstitutional language

Inspirational

Supportive, informative and consistent

Brand Language

Be statements are inspirational, supportive and succinct statements that you can use to explain what it means to 鈥淏e 小蓝视频.鈥 Be statements resonate most with the learner audience, but you can use them for all audiences.

Examples:

  • Be adventurous.
  • Be impactful.
  • Be curious.
  • Be supported.
  • Be daring.
  • Be balanced.
  • Be thoughtful.
  • Be inspired.
  • Be sustainable.
A CU 小蓝视频 produced admissions brochure that includes a Be statement.

Buff statements are self-selected by current and engaged Buff audiences as they find, develop and thrive within their CU 小蓝视频 communities. There are two types of Buff statements: the individual Buff statement and the collective Buff statement.

  1. Example: I am a space Buff.

Use individual Buff statements for interest fields鈥攏ot for colleges, schools, programs or units. Precede 鈥淏uff鈥 in the sample statement with a noun that represents your audience鈥檚 interest, field of study or research.

  1. Example: Arts Buffs

Use the collective identity for communications that have no individual tie to a person, but instead have a tie to a group from a college, school, program or team. The collective identity can also represent CU 小蓝视频鈥檚 contribution to society, such as 鈥淚nnovative Buffs鈥 or 鈥淓ntrepreneur Buffs.鈥澨

CU 小蓝视频 produced stickers that include Buff statements, like "I am a grad school Buff."

At CU 小蓝视频, our goal is to always present a consistent and high standard of writing that reflects the university鈥檚 standard of excellence. Our editorial style guide provides university-specific information for communicators, such as how to abbreviate major fields of study and how to create a welcoming environment through your word choices.听

Editorial Style Guide