USU Brand: Brand Identity

Brand Persona

It is Utah State University’s personality characterized by the people that have helped to define experiences. It is how we relate to those who engage with our brand. It helps to establish our essence and our mission and should guide the tone of our brand communications.


Innovative: new thinking and solutions creating positive change in the world
Empowering: catalyst to transformation of students, faculty, partners, industries, communities, etc.
Passionate: advocate and believe in the power of education, research, and outreach, and the power to change for good
Humble: despite numerous accolades, accomplishments, and expansion, a strong work ethic and genuine humility remains
Collaborative: a spirit of collaboration between university, its research centers, and commercial enterprises