Identity
Brand Voice
What does Clemson sound like? Our brand voice cuts through the noise of higher ed with clear, specific message points that bring the impact of our community, our work and our traditions to life.
What We Say and
How We Say It
In recent years, Clemson University has broken records in academics, research, fundraising, and student and faculty achievements — a sign of health and readiness to grow our future. The value of the Tiger Paw has never been higher, and now is the time to propel our success and continue our rise in national recognition. Aiming for new heights in student experience and research productivity and continuing to transform lives statewide and beyond necessitates an evolving strategy that represents a sweeping spectrum of engagement for the Clemson brand.
The upward trajectory of our University tethers itself to the brand value of significance. It serves as a framework for communicating our priorities and goals in an inspirational, authentic and thoughtful manner. As we deliver on our mission of learning, research and outreach, significance and purpose become unifying concepts for our Clemson stories — both shared and unique — as we work in and serve the world. Our culture of excellence at Clemson changes lives, and the target of achieving significance encourages us to continue our work and reinforces our enduring commitment to be a part of the Clemson Family.
Brand Voice and Tone
The higher ed landscape is a noisy space. The Clemson brand distinguishes itself by speaking in specific, visual, impactful and tangible message points that evoke a shared Clemson Journey. When we talk about what we do, we should be active participants rather than passive observers.
Just as we are intentional about our colors, visual identity, typography and image standards, we also need to carefully consider our voice and tone when making conversation about ourselves.
While we take our work and the impact it creates seriously, we do not take ourselves too seriously. We can be clever and witty but never flippant or silly. We want to be proud, earnest and loyal when cheering on our teammates, classmates, alumni and faculty, but we don’t want to be ostentatious.
At Clemson, we honor our deep institutional roots, but celebrating tradition should not be confused with regression. As we share our messaging, we must be sensitive to and aware of those who historically have not been a part of the Clemson story. Inclusivity and accessibility are paramount in everything we say and do.
Voice and tone may fall within the following brand spectrums. The examples below demonstrate how the same message can be written in different ways. All have their place in our messaging depending on a piece’s purpose and target audience.
Brand Voice Spectrums
LOCAL
GLOBAL
Local: Clemson University has a presence in every South Carolina county through research facilities, economic development hubs and Innovation Campuses. Our students and faculty are committed to driving industry and economic growth and improving the quality of life in South Carolina and beyond.
Global: One of the most productive public research universities in the nation, Clemson University attracts and powerfully united students and faculty whose greatest desire is to make a difference in the lives of others.
SPIRITED
STUDIOUS
Spirited: Clemson Tigers are driven by a shared purpose: using their unique gifts to create a lasting impact and discover solutions for the world’s most pressing issues. With a collaborative spirit and bold determination, we’re engaged in work that is changing lives in South Carolina communities and beyond.
Studious: Through rigorous academics and excellent academic support, Clemson students master the concepts they need to understand and gain the skills required to successfully enter 21st-century workplaces and communities.
TRADITIONAL
MODERN
Traditional: Clemson University is ranked in the highest research university category by the Carnegie Classification of Institutions of Higher Education, with the R1 designation of doctoral universities. Researchers at Clemson gain access to an active Extension and public service network, state-of-the-art Innovation Campuses and robust programs.
Modern: Our hard work gets results, especially in research. As an R1 institution, we are among the country’s most active and productive research universities. When you choose to research at Clemson, you become a powerful contributor to the Clemson Family, the state of South Carolina and the world.
EXPRESSIVE
TECHNICAL
Expressive: Students walking around campus can take in spectacular views of the Blue Ridge Mountains and then, in a matter of minutes, arrive on the shores of Lake Hartwell for an afternoon of relaxation or play.
Technical: The Clemson University main campus is located in Upstate South Carolina, in the foothills of the Blue Ridge Mountains and along the shores of Lake Hartwell.