The brand expression of Clemson University depends greatly on the audience that is experiencing it and the subject matter that is being communicated. Many very different but true-to-Clemson attributes can be demonstrated through our brand expression to best resonate with our audience. This is why we approach all our brand elements and systems as existing on a set of spectrums. 

Any use of Clemson’s branding should fit into one or more of our brand spectrums. Because our people, places and the work we do are truly special, Clemson’s brand communication should not feel like a generic catchall. Instead, we look for ways that brand expression can lean into the attributes that make Clemson unique.

In our Fiercely Forward brand portal, communicators and marketers will find guidance in a more detailed brand kit that includes the following resources:

• Brand voice and tone
• Personas
• Audience matrixes
• Brand voice spectrums
• Sample brand creative

The brand expression of Clemson University depends greatly on the audience that is experiencing it and the subject matter that is being communicated. Many very different but true-to-Clemson attributes can be demonstrated through our brand expression to best resonate with our audience. This is why we approach all of our brand elements and systems as existing on a set of spectrums.

Any use of Clemson’s branding should fit into one or more of our brand spectrums. Because our people, places and the work we do are truly special, Clemson’s brand communication should not feel like a generic catchall. Instead, we look for ways that brand expression can lean into the attributes that make Clemson unique. Because at Clemson, we are: