Brand Essence
An institution's brand essence defines the core characteristics intrinsic to a brand. These are the intangible attributes built over time into the Aggie experience. They are the emotional characteristics based on historic experiences and engrained in every Aggie through shared experiences. Brand essence is often intangible for an audience, but it is something that is unique to our brand and, most importantly, something that is driven by our own lived history.
Utah State University feels like home from the moment you step on campus, because the first step brings you inside our Aggie Family. We foster a caring community that elevates the academic experience for all Aggies and prepares students to become community, state, national, and global citizens. We embrace civic responsibility and respect diversity and human dignity, and we challenge all Aggies to acknowledge and act upon these principles.
Excellence: USU is dedicated to the pursuit of excellence in all aspects of academic life. We strive to uphold the highest standards in education, research, and community engagement
Ambition: At Utah State, we embrace ambition – the relentless pursuit of excellence, innovation and growth – to create a dynamic and inspiring environment that empowers students, faculty, and staff.
Collaboration: We are a university built on collaboration. By working hand-in-hand across disciplines and with our community, we ignite groundbreaking ideas, transform lives through education, and create lasting solutions.
Courage: Our university embodies the principle of courage, empowering our community to challenge the status quo and explore new ideas. We encourage open dialogue, innovative thinking, and bold initiatives, creating an environment where faculty and students can engage with difficult issues, take intellectual risks, and advocate for positive change.
Innovation: By prioritizing innovation as a core value at USU, we foster a dynamic environment where students, faculty, and staff collaborate to drive cutting-edge research, develop collaborative solutions, and contribute to economic growth through technology transfer, job creation, and community engagement
Respect: Utah State embraces the value of respect as a cornerstone of our community. We honor varied perspectives and engage collaboratively with one another and the communities we serve, where every voice is valued to grow, learn, and understand for a better tomorrow.