Brand Guide

The College of Arts & Letters has a brand to demonstrate the distinctive features and successes of its faculty and students. Used unfailingly, each of the programs housed in the College of Arts & Letters will enjoy the benefits of being clearly associated with the College and the University as a whole. This brand guide includes each aspect of the College of Arts & Letters brand and how to use it effectively.

young woman smiling at camera wearing a white shirt with sparty plume above head

 

What is a brand?

A brand is more than a logo or the Spartan Helmet – it’s a promise.
 

Upholding a brand means making good on a promise time after time. For Michigan State University, this promise and brand have been upheld for nearly 160 years.

MSU's brand is what students, parents, alumni, academic peers, partners, communities, and corporations think, feel, and respond to when they hear the words or see the symbols for Michigan State University.

Michigan State University Brand Guide


Like the University itself, the College of Arts & Letters has a brand to demonstrate the distinctive features and successes of its faculty and students. Used unfailingly, each of the programs housed in the College of Arts & Letters will enjoy the benefits of being clearly associated with the College and the University as a whole.

Why does CAL need a Brand Guide?

Maintaining a brand isn’t hard, but it takes consistency and effort.
 

The College of Arts & Letters at Michigan State University houses many unique programs, majors, specializations, and people. However, each of these components is also housed within Michigan State University. This means that each publication, website, or multimedia production needs to adhere to standards set forth by the College to maintain a united presence both within the MSU community and throughout the world.

Each member of the College of Arts & Letters community from faculty and staff to current students and alumni has a responsibility to be an ambassador of the strengths and diversity housed by the College. By sending strong ambassadors into communities around the world, the College of Arts & Letters hones a distinct reputation. This reputation depends not only on the people who represent the brand, but on the pieces that may stand
independent of those people.

Consistency of content, messaging, visuals, and quality from each department will ensure that the brand of the College of Arts & Letters and Michigan State University is authentic throughout the MSU community, at home and abroad.

Brand Platform

What is a Brand Platform?

A brand platform is a document that creates a foundation for an organization’s identity, messaging and visual presentation. It serves as a framework for both internal and external communications, as well as a guide for how internal operations are performed.

The College of Arts & Letters brand is built upon the fundamental truth of our history and the strength of our identity. The way our brand is expressed—its look, feel, and tone—reflects what the College of Arts & Letters and Michigan State University are and aspire to become. 

Our platform includes Essence, Personality, Positioning, Anchors and Foundation. Developing and maintaining a brand platform is important as it is the base for how we tell our stories, how we generate engagement, and how we frame the College of Arts & Letters as a whole.

Download a copy of the CAL Brand Platform