Why Our Brand Matters

In 2013, the university leadership began an effort to establish a brand that could represent the many strengths of Wright State University and carry it into the next 50 years. This resulting guide represents a great step forward in the quality and unity of our communications.

Historically, colleges and universities could simply build solid academic and research programs and inform their constituents of them. In the increasingly competitive higher education marketplace, this is no longer the case. More than that, Wright State's very mission insists that we make bold statements about our intent, and then back that up with values-driven action. This is the essence of a strong brand. Wright State’s commitment to, and communication about its mission must be purposeful and relentless in order to effect the greatest impact on students and the communities we serve.

Everyone reading this guide has a unique perspective on Wright State based upon their own experiences. We are as diverse a university as it is possible to be. We value that diversity as a core strength. The brand, in contrast, is designed to be unifying. Imagine each of us as a chorus of unique voices, but singing from a single score and the power that represents.

When we work together and consistently follow the elements outlined in this guide, we are able to convey Wright State’s story in a way that reinforces who we are, shapes how others perceive us, and creates leverage in the marketplace. This is branding.