Brand Guidelines
Our brand guidelines help us tell a cohesive, recognizable brand story across channels, teams and audiences. Together, our brand platform, organizational values and strategic imperatives direct our storytelling. When you’re writing on behalf of CU Â鶹ӰԺ, these foundational guidelines make it easy to implement the university brand. Learn how to craft effective copy based on our primary audiences, communication tools and values.
Brand Platform: Be Â鶹ӰԺ.
Be Â鶹ӰԺ. is a brand platform that celebrates the potential and achievements of CU Â鶹ӰԺ learners, employees, alumni and supporters. It provides a framework to inform our audiences about CU Â鶹ӰԺ's values while helping them find their identities within the campus community. The Be Â鶹ӰԺ. brand platform encompasses two communication tools to accomplish this purpose: Be statements and the Buff identity framework. Learn about the specific audiences and usage of each communication tool.
Organizational Values: Lead, Innovate, ImpactÂ
Our organizational values are our actions that offer value to our audiences, community and world. They show up naturally in the strategic decisions and work at CU Â鶹ӰԺ, but they are not branded elements for communicators to use alone. We instead use lead, innovate and impact with our strategic imperatives to inform and provide context to our communications. Discover how our values came to be and how to use them organically in your messaging.
Primary Audiences: Engaged Buffs and Supporters
CU Â鶹ӰԺ’s primary audiences are our engaged audiences who create our university community and brand experience. These audiences include current learners, employees, alumni, donors, industry partners and supporters. Our secondary audiences are people interacting with CU Â鶹ӰԺ who we want to be more engaged, including prospective members of our community. Our communication tools and university initiatives strategically address different audiences. Learn what to consider when speaking to each audience.