What is the

MSU Denver
Brand?

OUR PROMISE
The Metropolitan State University of Denver brand is the spirit and
vision that make MSU Denver uniquehow we feel, look, act, what
we do, what we say and how we say it.
The brand is our promiseour commitment to students that
MSU Denver will provide them with a transformative academic
experience, and our pledge to the community that we will be a
courageous change agent and a gateway to opportunity.

OUR essence

A compelling, unified brand narrative will help MSU Denver attract

and retain students, cultivate donors and community partnerships,
and foster an active, engaged student and alumni community.
At the core of that narrative is the essence of the MSU Denver brand:

Metropolitan State University

of Denver is an epicenter for
urban impact, transforming lives,
communities and higher education.
In one word, MSU Denver is about

TRANSFORMATION.

OUR
PLATFORM

MISSION

The mission of Metropolitan State University of Denver is to

provide a high-quality, accessible, enriching education that
prepares students for successful careers, post-graduate education
The MSU Denver brand is
built on a foundation
formed by our mission,
vision and core values.

and lifelong learning in a multicultural, global and technological

society. To fulfill its mission, MSU Denvers diverse university
community engages the community at large in scholarly inquiry,
creative activity and the application of knowledge.

VISION
VALUES

MSU Denvers vision is to be recognized as the preeminent public

urban university in the nation.
Quality teaching and learning High professional standards
Support of students while they share the responsibility for their
education Respect for the dignity of others Integrity, openness,
honesty and ethical conduct Free inquiry and open expression
of disparate ideas and views Collaboration and cooperation
Personal responsibility Assisting students in achieving their
academic goals

Using the knowledge and energy of the

academic community to strengthen society

OUR
POSITION
MSU Denver is transforming lives, communities and
higher education by providing high-quality, high-value,
accessible and relevant educational opportunities in a
vibrant, inclusive environment that nurtures aspirations

MSU Denvers unique value

and role in the community
are expressed in our brand
positioning statement.

our key
messages
Three key messages
succinctly describe
who we are and
what we do.

and prepares students for lifelong success while boldly

We are transforming lives.

advancing the well-being of Denver and beyond.

We are transforming communities.

We are transforming higher education.

Elements
of the
MSU Denver
Brand

Were making bold, honest statements about what the University

stands for. Were taking design cues from our diverse University
community, new campus architecture and urban setting.
From the voice and tone of our copywriting to photography and
other visual design elements, were portraying preeminencein
an authentically MSU Denver waywith the aim of instilling pride
among our students, alumni and other constituents and building
esteem in the community.

OUR VISUAL
IDENTITY

Format A
Vertical
(Preferred)

Format B
Horizontal

Our visual identity often is the first impression we make

on key audiences. The MSU Denver brand is graphically
represented by an official seal and a set of logos that

Format C
Extreme Horizontal

combine the Roadrunner symbol with a wordmark. The

classic yet contemporary design of our logos reflect
the Universitys mission, core values and aspirations for
national preeminence.

INFORMAL

University Seal

COLOR

TYPOGRAPHY

Our brand also is represented graphically by our

Consistent typography unifies our visual brand

school colors: MSU Denver Blue, MSU Denver Red

story. The typeface used in our wordmark is

and MSU Denver Gray. The consistent use of our

a proprietary font unique to MSU Denver. It is

official institution colors and supporting palette

supported by type families that reinforce our image

helps to build a distinctive, recognizable brand.

as a contemporary, innovative urban University.

MSU DENVER RED

MSU DENVER BLUE

MSU DENVER GRAY

Refer to the graphic standards manual for more information

on MSU Denvers visual identity, including standards for use of
logos, colors and typography. msudenver.edu/brandcentral

AG BOOK
ABCDEFGHIJKLMNOPQ
RSTUVWXYZabcdefghi
jklnopqrstuvwxyz123

4567890! $%&*(),.

Avenir
ABCDEFGHIJKLMNOPQ
RSTUVWXYZabcdefghij
klnopqrstuvwxyz12345
67890!@#$%^&*(),.
Univers
ABCDEFGHIJKLMNOPQ
RSTUVWXYZabcdefghi
jklnopqrstuvwxyz1234
567890!@#$%^&*(),.

OUR TAGLINE

The MSU Denver tagline conveys the deep connection,

commitment and impact the University has on the community
and those it serves. The tagline supports the essence of the MSU
Denver brand and communicates our key messages.
Our tagline is a flexible slogan that changes contextually,
combining a noun with the verb Transformed. Three versions
of the MSU Denver tagline are available for use in marketing the
University to external audiences.

LIVES TRANSFORMED
COMMUNITIES TRANSFORMED
HIGHER EDUCATION TRANSFORMED

Refer to the graphic standards manual for more information on the MSU Denver
tagline, including standards for use. msudenver.edu/brandcentral

OUR
PERSONALITY
AND VOICE
Our brand personality and voice reinforce messaging about

PERSONALITY

Innovative, progressive, entrepreneurial and emergent Vibrant,

dynamic, bold, courageous and intrepid Collaborative and
connected Inclusive and diverse Current and relevant
Committed, principled and mission-minded

VOICE

Contemporary, urban and fresh Inspiring Confident, bold

and committed Clear, honest and authentic Approachable
Smart yet accessible Passionate and enthusiastic

who we are and what we do, and convey the values, culture and
singular spirit that are MSU Denver. Our personality and voice are
communicated through words, pictures and personal experiences,
fostering an emotional connection with our audiences.
Refer to the editorial standards manual for more information on writing about MSU Denver,
including standards for use of our name. msudenver.edu/brandcentral

OUR VALUE
PROPOSITiON
MSU Denver believes fundamentally in widespread access to higher
education, and that when it comes to education, inclusivitynot
exclusivityis the standard of excellence we are striving for.
Although MSU Denver is the least expensive of the states largest four-year
colleges and universities, our value proposition is about more than low
cost. Our broad access, affordable tuition, quality academic experience
and excellent outcomes add up to a high-value education.

MSU Denver
is low cost
but high value.
When you communicate about MSU Denver, underscore the
attributes that contribute to our value, and seek to develop
additional proof points that demonstrate value.
Exceptional faculty who are teachers first Personal attention
Relevant career preparation A diverse community of scholars
An inclusive learning environment Flexible academic options
Competitive starting salaries for graduates

OUR
brand story
Each program, department and member of the University
communityfaculty, staff, students and alumniis an agent of
transformation and everyone has a story to tell. Our brand gains
power and stature when we share rich, personal stories about
specific impacts and outcomes.

How has MSU Denver

changed your life? How
are you impacting the lives
of others? How does your
program, research or
career impact the broader
community or world? How
is MSU Denver reshaping
higher education and
what is your role in that
transformation?

whats your story?

Learn more about the MSU Denver brand and share your story.
msudenver.edu/brandcentral