Identity
Brand Philosophy
At Clemson, our philosophy for brand management centers around two key ideas: consistency and authenticity.
The brand experience at Clemson should always be authentic to who we are as an institution. Everything from the way we portray the student experience in photography to the way we write social media captions — it should look and feel uniquely “Clemson.” What makes us different is what makes us special.
The expression of Clemson’s brand should reflect significant, purpose-driven journeys and be shown through a lens of humility. And while every story is unique, we use a carefully crafted palette of words, bold colors, emotive imagery and timeless typography to share these authentic Clemson stories that convey a unified and consistent experience.
The brand expression of Clemson University depends greatly on the audience that is experiencing it and the subject matter that is being communicated. Many very different but true-to-Clemson attributes can be demonstrated through our brand expression to best resonate with our audience. This is why we approach all of our brand elements and systems as existing on a set of spectrums.
Any use of Clemson’s branding should fit into one or more of our brand spectrums. Because our people, places and the work we do are truly special, Clemson’s brand communication should not feel like a generic catchall. Instead, we look for ways that brand expression can lean into the attributes that make Clemson unique. Because at Clemson, we are:
Below is an arrow showing a range of associative feelings of local and global conveyed through related subjects such as Editorial Approach, Photography, Research, Infographics.
LOCAL
GLOBAL
ASSOCIATIONS: Editorial Approach, Photography, Research, Infographics
Below is an arrow showing a range of associative feelings of traditional and modern conveyed through related subjects such as Campus Architecture, Programming, Culture, Typography, Illustration
TRADITIONAL
MODERN
ASSOCIATIONS: Campus Architecture, Programming, Culture, Typography, Illustration
Below is an arrow showing a range of associative feelings of Spirited and Studious conveyed through related subjects such as Tone of Voice, Color, Brand Personality, Photography.
SPIRITED
STUDIOUS
ASSOCIATIONS: Tone of Voice, Color, Brand Personality, Photography
Below is an arrow showing a range of associative feelings of Expressive and Technical conveyed through related subjects such as Iconography, Illustration, Editorial Approach.
EXPRESSIVE
TECHNICAL
ASSOCIATIONS: Iconography, Illustration, Editorial Approach
Takeaway:
Brand spectrums function as a thought device to help communicators and creators consider how their creative executions align with the overall brand identity of Clemson and where opportunities exist to lean into authentic creative directions that will resonate with their audiences.
Brand Evolution
The brand expression of Clemson University depends greatly on the audience that is experiencing it and the subject matter that is being communicated. Many very different but true-to-Clemson attributes can be demonstrated through our brand expression to best resonate with our audience. This is why we approach all of our brand elements and systems as existing on a set of spectrums.
Any use of Clemson’s branding should fit into one or more of our brand spectrums. Because our people, places and the work we do are truly special, Clemson’s brand communication should not feel like a generic catchall. Instead, we look for ways that brand expression can lean into the attributes that make Clemson unique. Because at Clemson, we are:
Takeaway:
Brand evolution makes consistency possible over time while allowing for creativity and expression along the way. This method of high-touch brand maintenance will ultimately protect Clemson’s identity while keeping it relevant and fresh.