About the Brand
The SDSU Brand
Recognizing a need to support SDSU’s academic vision, SDSU initiated a campus-wide process to re-brand the university in late 2009. Initially, surveys were conducted and input was received from several stakeholder groups. This research was then used to develop and refine the SDSU Brand Strategy. At the core of this strategy is a new positioning: SDSU – through its outstanding people and nationally recognized programs – is propelling the region into the future. We are “San Diego’s University.” Our positioning, which was itself confirmed through more surveys, is not a tagline or motto but is intended to be the one thing we want people to think and remember about SDSU.
SDSU’s new brand positioning (sometimes referred to as our “brand essence”) is rooted in the university’s deep engagement in the San Diego community – as well as the incredible impact our university has had on San Diego since 1897. This is not to say we are simply an outstanding regional university. In fact, we have many nationally ranked programs as well as initiatives that are considered national models. However, what is most distinctive about SDSU is the impact of our programs and people both locally and nationally. There are many proof points to support the brand positioning. It is also important to understand the many ways SDSU benefits our key stakeholders.
Expressing the Brand
Beyond brand advertising, it is important that all our official communications reflect and support the SDSU Brand. This includes print, the web and other electronic forms (including social media channels). While each communication has its own purpose and should be appropriate to the audience/occasion, it is important to project SDSU’s Brand Personality:
- Genuine and authentic – a reflection of our inclusive, inviting campus community
- Passionate and enthusiastic – full of pride in SDSU and its important mission
- Professional and confident – befitting of a leading national research university
- Energized and forward-looking – consistent with the entrepreneurial spirit of a university on the rise
- Committed – we are all Aztecs for Life!
People are at the core of the SDSU Brand – individual students, faculty, staff, alumni and other Aztecs who reflect the best attributes of San Diego State. What ties us together is our confidence that SDSU continues to provide the best possible experience for the students, an experience that will ultimately have a positive impact on the San Diego community and beyond.