Skip to content

Identity

Brand Philosophy

At Clemson, our philosophy for brand management centers around two key ideas: consistency and authenticity.

The Tiger stands with his hand on Howard's Rock and his head bowed.

Identity

Brand Philosophy

At Clemson, our philosophy for brand management centers around two key ideas: consistency and authenticity.

The brand experience at Clemson should always be authentic to who we are as an institution. Everything, from the way we portray the student experience in photography to the way we write social media captions, should look and feel uniquely “Clemson.” What makes us different is what makes us special. 

The expression of Clemson’s brand should reflect bold, purpose-driven journeys pursued by humble people. And while every story is unique, we use a carefully crafted palette of words, bold colors, emotive imagery and timeless typography to share these authentic Clemson stories that convey a unified and consistent experience.

A line graph of the Brand Identity Refresh Model shows a stepped upward progression with brand modification on the y axis and time on the x axis.

Brand Evolution

Consistency does not mean our work is unchanging or static. Brand evolution makes consistency possible over time while allowing for creativity and expression along the way. This method of high-touch brand maintenance will ultimately protect Clemson’s identity while keeping it relevant and fresh.

A line graph of the Brand Evolution Model shows an undulating upward progression with brand modification on the y-axis and time on the x-axis.

Takeaway:

Brand evolution makes consistency possible over time while allowing for creativity and expression along the way. This method of high-touch brand maintenance will ultimately protect Clemson’s identity while keeping it relevant and fresh.